Walmart Promotes Women-Owned Businesses With New Product Logo

Retail labels are full of signals designed to appeal to shoppers’ preferences and values: Made in America, gluten-free, fair-trade or kosher. Soon, shoppers will be able to look for a new signal: A small, circular symbol indicating that the company behind the product is owned by women.
The new logo is the work of two nonprofits and Walmart, which will sell products from lingerie to salsa bearing the stamp starting in September. The retail giant pledged in 2011 to source $20 billion of goods from U.S. women-owned businesses by 2016.

“People are looking for reasons to feel good about the company they’re buying from,” says Pamela Prince-Eason, chief executive of the Women’s Business Enterprise National Council. Her group, along with WEConnect International, certifies businesses seeking contracts earmarked for women-owned businesses. Any business that gets the stamp of approval from either organization can use the logo, Prince-Eason says. …
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Via: Mashable: Business
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