Wal-Mart is already preparing for its 2009 Earth Month promotion. The company is focusing on learning more about its products: Where they come from, why they are greener and why sustainable products are better choices.

Rand Waddoups, Wal-Mart's senior director of corporate strategy and sustainable development, met with more than 250 of the company's suppliers last week. He discussed Wal-Mart's marketing goals in conjunction with its sustainability efforts. He also told them that Wal-Mart wants products with stories. Waddoups said, "We need to fill the pipeline with products. Not only do we need more innovative products, but we need to be able to tell a story around that product."

Wal-Mart also has its buyers on the lookout for green products. They've been given an Aug. 18 deadline to submit products that meets Wal-Mart's sustainability criteria — including that request for stories. Products selected during this push will receive major promotion during Wal-Mart's 2009 Earth Month.

There are four core concepts that Wal-Mart wants to promote with its green products: waste improvement and recycling, natural resources, energy and social or community impact. It also will select products based on marketing potential, sustainability impact and business relevance. Some suppliers are even working to create new products to meet Wal-Mart's goals.

Photo — Code Poet