In a major development for the Deforestation-Free Call to Action for Leather, the World Wildlife Fund (WWF) has assumed a new role as partner in collaboration with the Leather Working Group and Textile Exchange. This partnership entails close cooperation with signatories to formulate strategies for establishing supply chains that are free from deforestation and conversion. WWF's involvement will encompass the provision of expert guidance, facilitation of collaborative endeavours, and support in helping signatories establish achievable goals aimed at eradicating deforestation and the conversion of natural ecosystems linked to cattle farming.

The Deforestation-Free Call to Action for Leather represents a collaborative effort spanning multiple sectors. Its primary objective is to encourage brands and retailers to commit to sourcing all their bovine leather from supply chains that are free from deforestation by the year 2030, if not sooner. This initiative furnishes an extensive roadmap for brands to adhere to, ensuring that their sourcing practices align with deforestation and conversion-free supply chains. Additionally, it offers practical tools and guidance to assist these entities on their journey towards achieving this goal.

WWF has played an active role as a participant within the NGO advisory group, collaborating with the National Wildlife Federation (NWF) and the Accountability Framework Initiative (AFi). WWF's involvement has been instrumental in providing valuable input into the development of the workplan and tools associated with this initiative.