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Walmart highlighting women-owned brands with logo program

The products will be sold in all Walmart stores nationwide and will have a prominent presence on a dedicated section of the retailer's website.

March 13, 2015

As part of its overall strategy and goal to source more from women-owned businesses, Walmart says it 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.

The logo launches during Women’s History Month. Walmart said it sells thousands of products from women-owned businesses both in-store and online, including Milo’s Tea, Jelmar CLR Remover, HMS Mfg. Co Hefty 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 Walmart.com/WomenOwned.

“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 senior vice president 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.”