Eco firm Seventh Generation is riding high in Obama revolution

[Omaha Steve]

http://business.timesonline.co.uk/tol/business/entrepreneur/article5733543.ece

From The Sunday Times
February 15, 2009

The boss of Seventh Generation Jeffrey Hollender says the new president gives hope for the future



Dominic Rushe

BEING green isn’t easy, just ask Jeffrey Hollender. The founder of America’s largest distributor of eco-friendy cleaning products spent 20 years struggling to get his brand taken seriously in a political climate that was anything but friendly.

His protests have seen him thrown in prison. In 2007, while taking part in a Green-peace protest against former President George Bush’s stance on global warming, he was carted off to a cell in Washington, where he spent six hours before being charged with a mis-demeanour and released.

Today he is one of the leading voices of America’s green-business movement and last month found himself back in Washington – this time as one of Barack Obama’s advisers on the issues surrounding sustainability and environmental friendliness.

His credentials are not in doubt. Seventh Generation, the company he founded two decades ago, takes its name from the native American proverb: “In our every deliberation, we must consider the impact of our decisions on the next seven generations.” It has since become America’s largest distributor of nontoxic, all-natural cleaning and personal-care products. All come with a guarantee that they will cause as little harm to the environment as possible. Its washing-up liquid is nontoxic, biodegradable, not tested on animals, and even certified kosher. Its loo roll is made of recycled paper and whitened without chlorine.

The firm’s products are starting to build a presence in Britain after growing at 30%-plus a year in America for the past eight years. They are available at small chains such as Fresh and Wild and Planet Organic.

However, selling household goods is not what Hollender sees as his priority. “Seventh Generation in some respects is ultimately not in the business of selling bath-room tissue or washing-up liquid. It’s really in the business of helping people make more thoughtful and conscientious choices about how they lead their lives,” he said. “Raising consciousness is a large part of why we are in business.”

FULL story at link.

[BrklynLiberal]

1. I remember when I first saw their stuff in a store in Park Slope...

It must have been oneof the first to carry it. It was a loooong time ago.

[silverweb]

2. Nice article!

I love Seventh Generation products.

[Richard D]

3. Me too!

Glad to see he's on the team.

[silverweb]

5. Absolutely.

I remember reading a while back that there was some small scandal about an ingredient in the dish washing liquid... not vegan or something? I can't remember the details now, but it blew over pretty quickly.

By the way, your DMT gif intrigued me the other day... I had to right click on it to figure out what it was and then googled it. Now I have the videos and Amazon site bookmarked to learn more. Interesting stuff... thanks for the clue. :D

[Richard D]

8. It is . . .

. . . simply the most fascinating molecule on the planet, IMNVHO.

[underpants]

4. We use their dish washing liquid and soap, laundry soap, and paper towels

that and 365

Good stuff. Glad the are doing so well.

[Muttocracy]

6. Love their stuff! I'm allergic to most detergents plus their stuff is envir. friendly

didn't know about the founder - thanks.

[Tumbulu]

7. Jeffrey is such a great guy- wow he is now advising Obama!

This is wonderful news, really. I remember sitting next to him decades ago getting ready to give an eco talk. I was scared to speak in public, but for him it was nothing. He just always had this cool about him. Reminds me of someone....like attracts like.

Go jeffrey!

[diane in sf]

9. Their dishwasher powder is great--no chlorine, no spotting, no perfumes,

and the dishes come out really clean even with water and electricity miser settings.

ed:typo