# Jeffrey Hollender announced Seventh Generation new growth plans: become a $1 Billion dollars corporation in the next 5 years. The Vermont based company hired Chuck Maniscalco, former Pepsi-Co champion and entered into a partnership with CleanWell Company to market (natural) disinfectant-cleaners.

Why does it matter?

1)   Seventh Generation has not only pioneered and established itself as a leader in the natural products for the home category but has also been a precursor of the “triple bottom line” movement. It would be the first time a self-declared socially, environmentally and economically responsible (for profit) organization directly challenge the paradigm of GOC (Good Old Capitalism) demonstrating that respecting people and the planet does not mean sacrificing profit at the expense of business development.

2)    Antibacterial products represent one of the top 3 fastest growing consumer product categories. Chlorine, quaternary ammonium, phenols and triclosan are making the bulk of biocidal consumer products, most of which have been shown to have limited efficiency (not in labs, in real life situation) and are a toxic burden on people and the environment (in real life situation, not in labs). This is a real breakthrough – imagine that now, to kill pathogens, you won’t have to expose yourself and your love ones to toxic chemicals!

3)   The hiring of a former Pepsi Co. Exec (not an organization known for being environmentally friendly) has worried some, seeing this perhaps as a clash between two worlds that seem to co-habit or rather live in two parallel worlds. I think it is a challenge for both and I’d be curious to see how Chuck is adapting to this new (to him) culture. But I’d rather see this – may be I’m being too romantic – as Jeffrey’s will to bring both world together.

Trackback URI | Comments RSS