Walmart is increasing its commitment to sustainable sourcing by becoming fair trade certified for Sam’s Choice coffee by 2022, and as part of an initiative aimed at providing more farm-to-cup improvements for shoppers – such as knowing its food mileage or production processes overseas; or guaranteeing farmers receive fair compensation for their harvest.

Consumers are seeking more information about where their food and drinks come from, including its transportation distance and whether or not workers were paid well for producing it. Other grocery retailers have followed suit with Kroger offering Fair Trade Certified products under its Simple Truth brand and Amazon offering its own line of Fair Trade Certified items.

Wal-Mart will introduce six organic and fair trade coffee variants under their Sam’s Choice private label brand for Sam’s Club members to enjoy, such as Fair Trade House Blend, Espresso Roast and French Roast; Rainforest Alliance Certified Breakfast Blend whole bean and ground coffee; USDA Organic Swiss Water Processed Decaffeinated. All coffees will be roasted by Cafe Bom Dia – a Brazilian-based “Carbon Neutral” roaster.

Consumers can purchase the new Sam’s Choice coffee at its stores nationwide and online. In-store promotions as well as social media are being utilized by Sam’s Choice Coffee to raise awareness for this product launch.

TransFair USA, the U.S. certifier of Fair Trade Certified goods, collaborates with community-based organizations during its certification process to help farmers meet international standards for worker rights and environmental sustainability.

Fair Trade Certification signifies a minimum price has been guaranteed to the farmers and producers who grow and harvest coffee beans used in this product, and uses that money for local projects like paving roads in rural communities that lack access to essential services.

Even with strong market performance and significant sales increases, the global coffee industry still faces obstacles. Fair Trade USA conducted an industry consultation process in order to assess how it could provide greater support for producers; during this consultation process it heard from 84% of all U.S. fair trade coffee volumes – this included hearing directly from producers as well as industry stakeholders.