Wal-Mart showing it’s eco-conscious face, gives customers the ability to trace the path of their Love, Earth jewelry from mine to store.
Wal-Mart praised for ethical gold service
US retail giant Wal-Mart's new ethical gold initiative has been hailed by green campaigners.
Customers can track down the mine where the gold for their Wal-Mart Love Earth jewelry was sourced by entering a product code online, according to website Ethical Corporation.
They can also discover where their bracelets, rings and earrings were refined, polished and set, the site added.
It is hoped that the measure will reassure customers about the credibility of the chain's environmental standards.
Wal-Mart aims to have ten per cent of all its jewelry traceable in this manner by 2010 and wants all of its mines and manufacturers to meet sustainability criteria, the news provider noted.
Ethical gold has become a popular choice for couples having environmentally-friendly weddings, according to the Press and Journal.
If you want to trace the gold in your piece of jewelry purchased at Wal-Mart, head out here: www.loveearthinfo.com.
3 comments
Not all reaction to the Wal-Mart product-tracing effort is positive. At least one environmental organizations are crying foul, see: http://www.newwest.net/topic/article/wal_marts_eco_gold_tarnished_say_enviros/C35/L35/
For a look at other retailers (with a stronger, longer positive environmental record) providing product traceability, see this post: http://www.transformationenablers.com/blog/archives/2008/09/use_tech_to_tra.html
by Mary Catherine O'Connor on 2:17 PM. #
@Mary - Thanks for the pointer. That makes very good reading. Read your other article also on Wired. Thanks again.
by Deepak Sharma on 10:01 PM. #
thanks much. I find your blog useful too and will let you know if/when I link to it in my TransformationEnablers column and I hope you'll do the same.
MC
by Mary Catherine O'Connor on 4:17 PM. #
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