© James Morgan  / WWF International

Market Transformation

Driving better production

Today, nearly everything we buy – from beef to lipstick – relies on some kind of complex production process. Often beginning in some of the planet’s most fragile places, these can have significant impacts on the natural world.

That’s why WWF works with business to improve the production of commodities that affect forests, freshwater, oceans and the global climate.

Together, we’re transforming multi-billion dollar industries, helping them produce the goods and services we need in ways that avoid damaging the natural systems on which we all depend for our survival.
	© WWF International
Find out more in our brochure explaining better production and market transformation.
© WWF International

Our vision

WWF’s vision for better production and market transformation is a world in which businesses and markets operate within our planet’s natural limits, safeguard our natural wealth, and contribute to our economic and social well-being.


Just as we expect all electrical equipment today to have passed a safety test, one day we won’t need to look for ecolabels on products like paper, wood, fish and beef because better production will be the norm.

Richard Holland, Director, Market Transformation, WWF

Rio Pinquen, Manu National Park, Amazon Rainforest, Peru.  rel=
Rio Pinquen, Manu National Park, Amazon Rainforest, Peru.

Why we need to transform markets

  1. ► We need to grow more with less

    We live as if we had 1.5 planets...

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  2. ► Endangered wildlife lives outside protected areas

    70% of orang-utans in Kalimantan...

    Show more

  3. ► Nature contribution to the economy is valuable

    Our economy is literally subsidized...

    Show more

  4. ► Sustainability makes good business sense

    Incorporating sustainability into businesses...

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  5. ► Better production reduces poverty and means better lives for farmers

    Improving how we harvest or grow materials ...

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Find out more about why we need better production.

Daily Living
how you can help

  1. Buy sustainable goods such as certified seafood, timber and products that contain certified palm oil, or where these are not available, ask your retailer or supplier to stock them.
  2. Support WWF by donating, becoming a member or joining one of our many volunteer groups around the world.
  3. Check out our Live Green guide.
A truck transports soy across the Brazilian Cerrado.
© © Peter Canton

Business resources

To discover the range of tools WWF offers business in support of better production, visit our Business Resources section.

Towards a new 'normal'

Imagine a world where the 'normal' way of producing a commodity like palm oil leaves rainforests standing and keeps orang-utans out of harm’s way; where growing cotton does not dry up local water reserves; and where catching tuna does not drive them closer to extinction.
When enough businesses produce, buy and sell this way, better production will become the new ‘normal' and we won't have to check for ecolabels anymore.
That’s why WWF engages with major companies to change the way global commodities with the most impact on the natural world are produced, processed and financed.

Find out more about WWF's priority commodities by choosing a commodity in the graphic on the right.

Find out how we can switch to better production in this short animation and then learn more about our solutions.

Priority commodities

WWF is supporting better production across a handful of commodities that have a global impact. Choose a commodity below to find out more.
       Timber and paper           Palm oil
  Cotton   Biofuels
  Aquaculture   Whitefish
  Tuna   Sugarcane
  Soy   Beef

Contact us

Click here to contact WWF’s Market Transformation team

    Find out what we have achieved so far

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