Transforming markets, together

Global trade in commodities has an impact on the planet’s most breathtaking, diverse and fragile places.

This is why to save those places, WWF works with major trade actors—global companies, their supply chains and financiers to reduce their environmental footprint, make conservation a core part of their business, hence transform markets globally.
	© WWF
How does market transformation work? (click to download PDF)

How we work

We forge collaborations with major companies and work with their supply chains to change the way global commodities from soy to sugarcane are produced, processed, consumed and financed worldwide.

What we can achieve

This is our premise—by showing that commodities can be produced at affordable costs with measurably reduced environmental impacts, and by creating a significant demand for such products, we can shift entire commodity markets towards greater sustainability, and deliver large-scale environmental benefits.

A handful of commodities with a global impact

We focus our efforts on commodities that have the most impact on the world’s most ecologically important regions.
Palm oil Cotton Biofuels Aquaculture
Whitefish Tuna Sugarcane Soy Beef

Sustainability benefits

Companies involved in WWF’s Market Transformation Initiative incorporate sustainability at the heart of their business model:
  • Ensure long-term supply of the commodities they sell
  • Apply Better Management Practices (BMP)
  • Increase their profits and value to shareholders
  • Strengthen their brand and increase customer and staff loyalty
  • Mitigate reputational and business risks (check out our Supply Risk Analysis Tool)
  • Offer a strong return on investment with respect to finances, resources and time
  • Offer solutions to big picture challenges


A number of credible, third-party certification schemes, such as the Forest Stewardship Council (FSC) and the Roundtable on Sustainable Palm Oil (RSPO) can help companies prevent environmental degradation and drive the key industries toward better and more responsible performance. Find out more ►

Better Management Practices

Better Management Practices (BMP's) are innovative measures implemented by industry to protect the environment through measurably reducing major impacts of commodities on the planet's water, air, soil and biological diversity. They also help producers to make profit in a sustainable way. Find out more ►


  • Halt and ultimately reverse the loss of high conservation value habitat due to commodity production.
  • Ensure that global purchases of key global commodities meet internationally accepted standards.


  1. BUSINESSES: Find out how WWF can help with your sustainability efforts
  2. FINANCE companies: Find out how you can reduce your risks and increase the sustainability of your investments
  3. CONSUMERS: Purchase certified sustainable goods when these are available, such as seafoodtimber products, and products that contain palm oil and soy.

Examples of how WWF engages businesses

How WWF engages with: Discover our work to transform businesses globallyin the US, and in the UK

Subscribe to our mailing list

* indicates required
Donate to WWF

Your support will help us build a future where humans live in harmony with nature.

Enter Yes if you accept the terms and conditions