Dive Brief:

• Wal-Mart has introduced a new logo and promotion, “Women Owned,” that identifies products sourced from women-owned companies on store shelves and online. 
• Wal-Mart developed the effort in conjunction with the Women’s Business Enterprise National Council (WBENC) and WEConnect International. 
• Designed by women-owned graphics firm Rouge24, the “Women Owned” logo will appear on featured items such as Milo’s Tea beginning today. 

Dive Insight:

Consumers wishing to support women-owned businesses will be able to identify their products thanks to a new promotion from the world’s largest retailer, Wal-Mart. A new logo will appear on the packaging for products produced by women-owned businesses including six initial lines including Milo’s Tea and Carter’s Newborn Shoes.

Launched with the help of the Women’s Business Enterprise National Council (WBENC) and WEConnect International, any firm certified through the organizations can use the Women-Owned logo. Walmart has promised to source $20 billion from women-owned businesses in the United States as part of the Global Women’s Economic Empowerment it launched in 2011.