New logo promoting women-owned businesses arrives at Walmart


BENTONVILLE, Ark. — Shoppers interested in purchasing products from women-owned companies will find it easier to do so at Walmart with the introduction of a new logo and related promotional effort.


The new initiative launched March 11 will see a unique logo featured on retail packaging of products from women-owned businesses, available both in-store and online. As part of its overall strategy and goal to source more from women-owned businesses, Walmart supported the Women’s Business Enterprise National Council (WBENC) and WEConnect International, in collaboration with Rouge24, a women-owned graphics agency, to develop the “Women Owned” logo to help customers easily identify products made by women-owned businesses sold through any retailer. All women-owned businesses that are WBENC and/or WEConnect certified are eligible to display the logo on their product packaging, according to the company.


To kick off the program this month, Walmart plans to feature six items with the logo in its promotional efforts. The featured items include, Milo’s Tea, Jelmar CLR Remover, HMS Mfg. Co Hefty brand wastebaskets, Goldbug Inc. Carter’s Newborn Shoes, Ariela and Associates Smart & Sexy Bra, and Ziegenfelder’s Budget Saver Pops. The products will be sold in all Walmart stores nationwide and will have a prominent presence on the site, a newly launched page on the retailer’s site used to showcase products made by women-owned businesses.


“As the world’s largest retailer, we have the opportunity to use our scale, purchasing power and local presence to help others," said Kathleen McLaughlin, president of the Walmart Foundation and SVP of Walmart Sustainability. “By sourcing more products from women-owned businesses and making it easier for customers to identify those products at the shelf and online, we are helping to empower women and their families. We are excited by the power of business, and retail in particular, to increase women's economic mobility.”


The new logo and promotional effort of women-owned products is the latest manifestation of Walmart’s Global Women’s Economic Empowerment initiative launched in September 2011. At the time, Walmart determined it could better use its size and scale to improve the lives of underserved women and help women-owned businesses succeed and grow. As part of the initiative, Walmart committed to source $20 billion from women for its U.S. business and to double sourcing from women internationally by 2016.

This ad will auto-close in 10 seconds