Walmart’s Latest Online Destination Is a Boon for Sustainable Sourcing

Walmart's newest e-commerce destination aims to build shopper trust through transparency.
Jamie Grill-Goodman
Editor in Chief
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Walmart has launched an online shopping destination to help shoppers more easily identify sustainably sourced products and products free-from specific ingredients.

The retailer said it’s taking the guesswork out of which products are “built better” for shoppers and for the planet. Products on graced with a new logo, “Built for Better,” meet specific independent and authoritative standards, and Walmart has also launched a specific destination to find the products:

[See more: RIS’ Annual Supply Chain Technology Study]

“For many of our customers, living better means shopping intentionally and prioritizing brands and products that align with the things that matter to them, whether it be healthy foods, clean living or sustainability,” said Jane Ewing, senior vice president, Sustainability. “As we continue to expand our assortment, we too are intentional about ensuring customers have access to these brands and products at everyday low prices. But we know shopping with purpose often takes extra time. It requires researching products and reading labels, all of which can be overwhelming for our busy customers.

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To remove the guesswork, all products identified by Walmart’s new “Built for Better” icons must meet one or more third-party certifications, industry initiatives, or item attributes.

Products that are eligible for the “Built for Better—For the Planet” meet independent standards that recognize one or more environmental benefits—like products that are responsibly-sourced or products designed for a lesser impact on climate.The icon recognizes more than 30 independent standards focused primarily on environmental benefits including: Energy Star Certified, Rainforest Alliance Certified, Better Cotton Initiative and more.  

Products that are eligible for the “Built for Better—For You” icon meet either Walmart’s “Great for You” standard (which highlights food options that meet criteria informed by the latest nutrition science & authoritative guidance) or independent standards that recognize products made without materials or ingredients you may not want—like parabens & phthalates.From foods like meats and fresh produce to everyday essentials like detergents and cosmetics, Built for Better – For You recognizes standards including: Great for You, EWG Verified, Standard 100 by OEKO-TEX, made without parabens and more.  

“Our customers care about their neighbors, their planet, and their children’s future,” reads a statement from president and CEO Doug McMillon, on the new destination’s landing page. “They want to buy products that are good for the environment and the people who made them. They want items that are safe and healthy for their families. Ultimately, they want to spend their money with a retailer they trust. Trust is our most important asset. We earn trust by operating ethically and compliantly, in a way you and your family can be proud of. We'll do that, and more.”

The announcement is a component of Walmart’s greater sustainability strategy and commitment to become a regenerative company — one dedicated to placing nature and humanity at the center of its business practices, Ewing said. “Our efforts prioritize people and the planet by aiming to source responsibly, eliminate waste and emissions, sell sustainable products and protect and restore nature. But it will take all of us to make a difference. That’s why we’re making it more convenient for the hundreds of millions of shoppers we serve each week to make a difference with their dollars.”