Wal-Mart Celebrates Hispanic Heritage Month Nationwide

Raíces Hispanas, Sueños Americanos campaign celebrates Latino Communities with exclusive music offer, cultural events and special promotions


BENTONVILLE, Ark., Sept. 13, 2007 – Wal-Mart will celebrate Hispanic Heritage Month, Sept. 15 through Oct. 15, at approximately 400 stores across the nation, incorporating Hispanic product features in categories such as food, home, toys, and health and beauty aids. Many have even committed to hosting special events such as live music, radio station remote broadcasts, and special appearances. The campaign is just one element of the company’s overall, year-round commitment to the country’s more than 44-million-strong Hispanic community. 

The stores, in significant Latino markets, will feature special Hispanic Heritage Month product sections and signage, incorporating Latin music offerings such as Gloria Estefan’s new album release, “90 Millas” (“90 Miles”), in an exclusive CD/DVD package for Wal-Mart, health and beauty, home, and food and beverage products relevant to this significant customer base. Wal-Mart is also mailing its bilingual Viviendo magazine, which features profiles of Latino leaders and celebrities, to neighbors in the 400-plus stores’ communities, and distributing nearly a half-million authentic food calendars and recipes in-store.

“Our customers today come from many different backgrounds and all walks of life. Many are Hispanic, and they are among our most loyal and fastest-growing markets,” Gisel Ruiz, vice president and regional general manager, Wal-Mart Stores, U.S., said recently. “It stands to reason that our associates, stores, products and offerings reflect the needs of the communities we serve.”

Wal-Mart tailors shopping to its diverse customer base, including Hispanics, through its “Store of the Community” concept, which uses locally relevant store design and a merchandise mix reflecting a respect for its Hispanic customers’ needs. The company also works closely with Wal-Mart de México to provide familiar products to the significant Mexican-American population here, and it prints bilingual monthly circulars.

Wal-Mart is the nation’s largest private employer of Hispanics, with more than 154,000 among its ranks – including two of the 15 members of the board of directors. It relies on an internal Hispanic Latino Associate Resource Group to present various celebrations at the Arkansas home office, including a Heroes de Corazon program, now in its ninth year, which celebrates local Hispanic community heroes. 

Among other significant initiatives, the company this past summer donated $3 million to the Hispanic Scholarship Fund, and it maintains consistent focus on efforts to attract and retain Hispanic associates and suppliers. For Hispanic Heritage Month, Wal-Mart developed an educators’ tool kit designed to teach history and culture to children and teens.

To be sure, Hispanic Heritage Month is not only for U.S. residents who trace their roots back to Mexico, Central and South America, and the Caribbean, but for everyone who wants to enjoy, celebrate and learn about the wealth of culture Latinos share with America. Community and special events can be found in major U.S. cities, hosted by corporations and community organizations, demonstrating the culture, character and other contributions of a people.

About Wal-Mart Stores, Inc. (NYSE: WMT)
Every week, millions of customers visit Wal-Mart Stores, Supercenters, Neighborhood Markets, and Sam’s Club locations across America or log on to its online store at www.walmart.com. The company and its Foundation are committed to a philosophy of giving back locally. Wal-Mart (NYSE: WMT) is proud to support the causes that are important to customers and associates right in their own neighborhoods, and last year gave more than $270 million to local communities in the United States. To learn more, visit www.walmartfacts.com, www.walmartstores.com, or www.walmartfoundation.org.

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