When Project 7 started up in
2008, it launched an ethical branding strategy familiar to Whole Foods
shoppers everywhere: Simply chewing a piece of Project 7 gum, popping a
Project 7 breath mint, or downing a bottle of Project 7 water would help
fund nonprofits that "Feed the Hungry," "Save the Earth," and "Heal the
Sick." Soon after it released its charity-minded line, Project 7 landed
in that king of crunchy retail outlets. This fall, Project 7 made its way to more unexpected shelves: Walmart's.
http://www.good.is/post/will-walmart-shoppers-buy-ethically-branded-products/
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