LONDON, (Reuters) – Primark, Europe’s largest fast fashion chain, pledges to teach 125,000 more smallholder farmers how to grow cotton in India, Pakistan, and Bangladesh by 2023.

Sustainable cotton is a program that trains farmers to reduce the use of chemical pesticides and fertilizers and more water. It helps protect biodiversity and help mitigate climate change. The group claims that it lowers farmer input costs, improves yields, and increases profits.

Primark is owned by London-listed Associated British Foods.

Primark made a pledge last September to lower its environmental impact, using more recycled materials and making clothing that is more durable.

It committed to sourcing 100% of its clothing from sustainable cotton programmes, organic and recycled, by 2027. The company also pledged to use recycled fibers and other sustainably sourced materials in all of its products by 2030.

Primark currently sells 40% to 40% recycled fibers and other sustainably sourced fabrics.

Major brands face pressure from environmental activists to change supply chains and correct a culture that has resulted in millions of goods ending up at the dump.

Green pledges by brands are often questioned by environmental activists. They believe they have a need to get good publicity and the industry needs to change its culture. Primark believes that because of its large size, it is able to make a big difference.

Primark announced last month that it will raise prices to combat inflationary pressures.