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Coming Soon to Walmart: A New Way to Find Products from Women Entrepreneurs

Coming Soon to Walmart: A New Way to Find Products from Women Entrepreneurs
Illustration by 731

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 one: A small, circular symbol indicating that the company behind the product is owned by women.

The logo is the work of two nonprofits and Wal-Mart Stores, which, beginning in September, will sell products with the stamp ranging from lingerie to salsa. The retail giant pledged in 2011 to source $20 billion of goods by 2016 from women-owned businesses in the U.S.