Wal-Mart rolls out line of private label coffee

By Nicole Maestri

NEW YORK (Reuters) - Wal-Mart Stores Inc (WMT.N: Quote, Profile, Research, Stock Buzz), looking to capitalize on consumers' growing interest in sustainable coffees, is rolling out its own line of organic, Rainforest Alliance and fair trade certified coffees.

This month, the world's largest retailer will begin selling six coffees under the Sam's Choice brand in all of its U.S. stores.

The line includes Sam's Choice Fair Trade certified coffee, Sam's Choice Rainforest Alliance certified coffee, and Sam's Choice USDA organic decaffeinated coffee.

Wal-Mart also said the six coffees are certified as "carbon neutral" because Cafe Bom Dia, its Brazil-based coffee roaster, has cut its net carbon emissions to zero.

"The socially conscious consumer is a growing area we're marketing to, and certainly this coffee fills that void ... in our line," said Matt Kistler, senior vice president of sustainability at Wal-Mart, in an interview.

Increased consumer awareness about environmental issues and farmers' standard of living have created a growing market for products deemed sustainable.

As consumers show greater interest in where and how their coffee is produced, coffee chains like Starbucks Corp (SBUX.O: Quote, Profile, Research, Stock Buzz) and Dunkin' Donuts have started purchasing "fair trade" beans to make their drinks.

Fair trade certification requires specified economic, social and environmental standards be met, and farmer groups receive a guaranteed minimum floor price for their coffee.