Wal-Mart Stores Inc, 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.

Fair trade certification requires specified economic, social and environmental standards be met, and farmer groups receive a guaranteed minimum floor price for their coffee.
Coffee purchased through the Rainforest Alliance program must also pass specific environmental, social and economic criteria that target long-term sustainability.