While Nature Canada and the Mining Association of Canada have worked together in the past (usually on industry-NGO-government panels such as the Mining Sector Sustainability Tables initiative), suffice it to say that the two organizations are not known for finding themselves on the same side of the negotiating table usually.

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Wal-Mart recognizes that our customers care about the quality of their jewelry and its potential impact on the world. With Love, Earth, customers are getting an affordable and beautiful piece of jewelry that also helps sustain resources and strengthen communities.

Unfortunately for Wal-Mart, the Center for Biological Diversity disagrees the mines are sustainable and busts the company for greenwashing:

“The mines in Utah and Nevada and the factories in Peru and Bolivia where Wal-Mart claims its gold for Love, Earth is ’sustainably mined and manufactured’ are not monitored or certified by any credible independent agent,” says a Sept. 11 statement from Global Response, which is based in Boulder. The retail giant is “taking advantage of people’s genuine concern for the planet and luring them into purchasing a product that … is extracted at great cost to the earth and to human communities.”

Image:  Daylife