Smart Business Empowering Women Entrepreneurs Walmart’s 10-Year Journey with the Women-Owned Logo
A Global Retail Giant with a Local Impact
Smart Business Across the globe, Walmart serves as a bridge connecting people to the products they need, offering millions of items to billions of customers. Smart Business With such an expansive reach, Walmart is not just a retail giant; it’s a force that shapes markets, influences trends, and plays a pivotal role in empowering businesses of all sizes. Among these businesses are those owned and operated by women—visionary entrepreneurs who bring innovation, quality, and passion to the marketplace.
Smart Business Spend enough time in retail, and you’ll hear a familiar adage: every item on the shelf has a story. Each product represents an idea, a journey, and often, the determination of a creator. For the past decade, Walmart has been leveraging its vast physical and digital shelf space to highlight a particular group of these products—those owned or produced by women. Marked by the distinctive ‘Women-Owned’ logo, these items serve as a testament to the entrepreneurial spirit of women worldwide.
But the Smart Business Women-Owned logo is more than just a label. It has its own story—one of advocacy, inclusion, and impact. And Walmart has been at the heart of that story from the very beginning.
The Birth of the Women-Owned Logo: A Decade of Impact
The Smart Business Women-Owned logo was born out of a simple yet profound question: What if major corporations collaborated to help women bring their products to market? It was a question that resonated deeply, particularly at Walmart—a company that has long championed supplier diversity and economic opportunities for underrepresented entrepreneurs.
Smart Business Elizabeth Vazquez, CEO of WEConnect International, a nonprofit dedicated to linking women-owned businesses with potential buyers, recalls the early discussions that led to the logo’s creation. Partnering with the Women’s Business Enterprise National Council (WBENC), Walmart played a crucial role in shaping the initiative.
“We brainstormed with Walmart and WBENC on a way to help businesses owned by women stand out,” Elizabeth explained. “But before we moved forward, we needed concrete evidence that a Women-Owned logo would be meaningful and valuable to consumers and businesses alike.”
Walmart conducted extensive consumer research to test the hypothesis. In a series of focus groups, customers were presented with two similar products—one featuring the Women-Owned logo and one without. The results were striking.
“When customers saw the Women-Owned logo, they gravitated toward those products,” Elizabeth said. “When asked why, they said they believed products made by women were of high quality.”
Smart Business Armed with this consumer insight, Walmart and its partners moved forward, officially launching the Women-Owned logo. Over the past ten years, the logo has evolved into a globally recognized symbol, signifying that a business is at least 51% women-owned, operated, and controlled. Today, it appears on products across multiple industries, in various countries, and in multiple languages. Beyond physical packaging, the logo is also displayed on business websites, marketing materials, and, of course, on Walmart’s digital marketplace.
More Than a Symbol: A Business Strategy Rooted in Inclusion
For Walmart, supporting the Women-Owned logo aligns with a broader corporate mission—creating pathways for diverse entrepreneurs and fostering global economic growth.
“Smart Business Building inclusive global value chains that represent the end users is not charity,” Elizabeth emphasized. “It is simply good business for Walmart, and all companies, to have access to the world’s best suppliers.”
By proactively identifying and promoting women-owned businesses, Walmart ensures that its supply chain reflects the diversity of its customers. It’s a strategy that not only empowers women entrepreneurs but also strengthens the retail ecosystem.
“We need to be more proactive in encouraging women worldwide to compete for these exciting opportunities,” Elizabeth said. “The Women-Owned logo is one of the important tools that can make a real difference.”
Women-Owned Businesses Thriving with Walmart
Smart Business Walmart’s commitment to women-owned businesses isn’t just about affixing a logo to a product. It’s about fostering growth, creating opportunities, and driving success stories. Across the globe, Walmart has helped numerous women-led businesses scale from small local operations to internationally recognized brands.
LouLou Lollipop (Canada)
LouLou Lollipop, a Canadian company specializing in baby products, is a certified Women-Owned business. With Smart Business Walmart’s support, the brand has expanded its reach, bringing its thoughtfully designed, high-quality baby products to a broader audience.
Sweet Life (Mexico)
In Mexico, the family-run business Sweet Life supplies Walmart with artificial sweeteners. The company’s story is deeply personal—driven by a family history of diabetes, Sweet Life’s founders were inspired to develop healthier alternatives for consumers. Today, their products are helping people manage their sugar intake while enjoying great taste.
Nectar Fresh (India)
In India, Nectar Fresh has emerged as a leader in health and wellness products. This Women-Owned business has successfully expanded its offerings beyond the local market, exporting high-quality honey and other natural products to customers worldwide—all while maintaining ethical and sustainable production practices.
A U.S. Success Story: Frey Farms
In the United States, one of the most compelling examples of Walmart’s impact on women entrepreneurs is Frey Farms. Founded by Sarah Frey, this agricultural business has grown into a major supplier of fresh produce nationwide.
Sarah’s journey with Walmart began at an early age. As a teenager, she started selling melons to Walmart—a relationship that has since evolved into a long-term partnership. Her company, Frey Farms, is known for its innovative approach to fresh produce, and it was the first to introduce personal-sized watermelons and heirloom pumpkins to Walmart stores.
“We’re in the fresh produce commodity business, and as Sarah would say, ‘There’s only so much you can do to make a watermelon sexy,’” said Hilary Long, Vice President of Sales and Marketing for Frey Farms. “But with Walmart as our partner, we continue to have a lot of firsts. Walmart helps us scale new initiatives with speed—something that is unique in our industry.”
Frey Farms is more than just a supplier; it’s a model of sustainable farming and innovative product development. The company’s success underscores the importance of Walmart’s commitment to supplier diversity and women entrepreneurs.
“The Women-Owned logo and Walmart’s initiative have literally spiderwebbed through the food industry,” Hilary said. “In produce, in consumer packaged goods, in the stores—people do care. And when women are telling their story, that’s a great thing to have out there.”
Expanding the Impact
As the Women-Owned logo celebrates a decade of success, Walmart remains committed to expanding its impact. The company continues to explore ways to support women entrepreneurs, including providing mentorship, funding opportunities, and greater access to resources.
Through initiatives like the Women-Owned logo, Walmart is helping to level the playing field—ensuring that women-led businesses have the visibility and opportunities they deserve. And as these businesses grow, they create jobs, drive innovation, and contribute to thriving economies worldwide.
In the end, supporting women-owned businesses isn’t just the right thing to do—it’s smart business. As Walmart has demonstrated over the past ten years, when women entrepreneurs succeed, everyone benefits. And that’s a story worth telling.
