Wal-Mart is overhauling its tightfisted image to win over shoppers searching for more than low prices. Moving into more luxury and designer items, trendy apparel and organic food, the retailing giant is now looking at fair trade coffee.
They are looking into co-op coffee farms in Brazil. Wal-Mart is considering bringing fair-traded certified beans into their stores, such as the kind Rosevaldo Jose Pereira of Brazil sells at above-market prices because it meets certain social and environmental standards.
This and more information on how Wal-Mart came to discover Pereira's co-op fiver years ago and how they plan to make this work in progress viable by reading this WashingtonPost article.
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