Change brewing at Wal-Mart?

Wal-Mart is in the midst of overhauling its tightfisted image to win over shoppers searching for more than low prices.

That effort has taken the company that built an empire on the principle of high volume and low costs into previously uncharted territory, into the realm of trendy apparel and organic food.

Now, with the help of Pereira, it is embarking on one of its most radical undertakings to date: fair trade.