Wal-Mart started their big push for sustainability in 2005.
In 2008, Pam Mortensen, in charge of buying fine jewelry for Wal-Mart, made it
her goal to push Wal-Mart towards sustainable jewelry. Mortensen pushed for
traceability within the supply chain. The ability to trace which mines the gold
for each ring, bracelet, etc. came from gives Wal-Mart more purchasing power.
This means that Wal-Mart can threaten suppliers to meet their standards or they
will take their business elsewhere.
Wal-Mart has partnered with Tiffany & Co., the Richline
Group, and Kennecott Utah Copper in this venture. The campaign, called Love,
Earth, has strict criteria for suppliers of gold, and mines as well. For
example, all suppliers must seek to reduce greenhouse emissions and report all
greenhouse emissions. All mines must complete environmental and social impact
assessments, following guidelines by the US National Environmental Policy Act
(NEPA) or International Association for Impact Analysis (IAIA).
Currently the long term goal for Love, Earth is to achieve
100% conformance to their criteria and principles. The current short term goal
is to achieve 10% traceability of gold, silver, and diamond used in Wal-Mart
jewelry.
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