Since July, Wal-Mart customers have been able to see exactly where the gold and silver contained in their jewellery comes from.

By entering a product code online, customers buying from Wal-Mart’s Love, Earth green jewellery line can find out the specific site where the gold or silver in their product was mined. They can even see which suppliers refined, polished, set and made their earrings or bracelets. The idea is to reassure customers that products come from sources that meet Wal-Mart’s environmental standards.

It is the first time a retailer has managed to track gold and silver through its supply chain. The company says it is the first step to having all gold, silver and diamond jewellery come from mines and manufacturers that meet its sustainability criteria.

Upcoming Ethical Corporation conferences & events:
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London, 22-23 March 2010 The Responsible Business Summit 2010
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Novotel West Hotel, London, Evening of 4th May 2010
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on the evening of the first day
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