Levi Strauss & Co. (LS&Co.) is supporting a new regenerative farming project in a key cotton-growing region of Pakistan as part of its 2030 water strategy. The company aims to restore local ecosystems and strengthen farmers’ ability to manage environmental and economic challenges through this initiative.

Called the Levi’s Regenerative and Resilient Landscape Initiative (LRI), the project began in January in Jalalpur Pirwala, located in Punjab’s Multan district, an important area for cotton production.

The initiative is being carried out by WWF-Pakistan with support from the Laudes Foundation. It is part of the broader Regenerative Production Landscape Collaborative, which operates across Brazil, India, Pakistan, and Tanzania, covering a total of one million hectares. Through this program, LS&Co. plans to promote farming practices that restore ecosystems, improve sustainability, and increase resilience among farmers.

The LRI supports farmers through training sessions, community engagement, and technical guidance to help them adopt long-term sustainable farming practices. The initiative also focuses on improving the financial stability of farming households by lowering input costs, supporting climate adaptation, and creating more reliable income sources.