Last Thursday and Friday, I was on the road again. This time, my travels took me to Bentonville, Arkansas… yep, the home of Wal-Mart. The company invited me down for its annual shareholders’ meeting and the media events preceding it. Over the next few days, I’ll devote a few posts to what I saw, and what I thought.

Thursday’s media event was jam-packed with activities, starting with a tour of Bentonville’s Sam’s Club. Opened in September 2006, this store was a far cry from the one I remember going to with my parents years ago: as opposed to looking and feeling like a warehouse (which it basically was), the Bentonville store was bright and inviting.

A big part of that feel comes from some of the eco-friendly elements the company built into the store. For instance, the ceiling is arrayed with 54 skylights, and artificial lighting is equipped with sensor dimmers that adjust to the amount of sunlight coming in. The walls are painted white to enhance the light, and even the flooring was chosen for its light reflection. LED lighting is used in refrigeration units. I couldn’t get an exact figure on the amount of energy the store saves (because it’s so new, I was told), but am guessing it’s significant.

We also got to take a look at recycling efforts in the store. We saw a “super bale,” a compressed package of recyclable materials that is sent to a processing plant for separation and recycling. Wal-Mart and Sam’s Clubs efforts to recycle materials from deliveries to the stores has been so successful that they now sell recycled materials back to their suppliers. Our tour guides made it very clear: the company is interested in “doing well by doing good,” and they presented this as a prime example.

We also saw a display for “Students for Recycling,” a joint effort between Sam’s Club, Aquafina, and Keep America Beautiful. The campaign challenges schools around the country to hold collection drives for PET bottles. Prizes are awarded to the fifty schools that collect the most material, and all of it will be turned into backpacks that will be distributed “to students who are making a difference in their communities.” Last year’s “Recycle the Warmth” effort converted the bottles into fleece jackets that were given to needy children in communities that participated in the drives.

During the tour, I got a chance to spend a few minutes chatting with Doug McMillon, president and CEO of Sam’s Club, about other sustainability initiatives. He told me, for instance, that he’s given his buyers a “25% challenge”: he wants a quarter of the purchases they make from vendors to be products that are, in some way, sustainable. When I asked him how this is tracked, he made it clear that it wasn’t a matter of buyers having to document these purchases on a ready-made check-off list; rather, the company is working with these employees to educate them on what constitutes a sustainable product. Currently, these employees and others are being encouraged to read Paul Hawken’s The Ecology of Commerce, and Daniel C. Esty’s and Andrew S. Winston’s Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage. McMillon made it clear that he wants to educate and empower his employees, rather than dictate sustainability to them. Because Sam’s Club is a source of supplies for so many small businesses, McMillon also noted that there are opportunities available to educate the wider business community on the benefits of “going green.”

When I signed up for the tour, my initial thought was “Ho hum… a tour of Sam’s Club.” I certainly left feeling better about what’s happening with these retail centers. Of course, I couldn’t also help but feel a bit overwhelmed by the rows and rows of merchandise, a feeling that stayed with me at our next stop, the new Bentonville Supercenter. The question that’s always stayed with me as I’ve talked with the folks at Wal-Mart: is it possible to for a company that’s making its billions off of such a wide range of low-priced goods to really work towards sustainability? While I’m impressed by the company’s efforts, I’m not going to try to answer that question now; rather, I’ll have more thoughts on that as I write more about last week’s events. I certainly invite you to share your ideas and opinions, though.