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Burlington, VT www.seventhgeneration.com Sales: $225 million. Key Personnel: John Replogle, chief executive officer. Major Products: Household and personal care products. Comments: This marks Seventh Generation’s final appearance in Happi’s Top 50 Report, as it became part of Unilever in the final quarter of 2016. Unilever liked 7thGen’s business principles and practices, its position in the natural home and personal care marketplace, and surely its financial performance. After all, this Burlington, VT-based B Corp has enjoyed double digit compounded annual growth over the last 10 years. It should come as no surprise that Seventh Generation was unhappy about President Trump’s decision to pull out the Paris Climate Accord. A company blog post from June 1 read: “As a company that is committed to considering our impact on the health of the next seven generations, we are incredibly disturbed by the current administration’s decision to pull the United States out of the Paris Climate Agreement. There are several scary, negative consequences of this decision, but perhaps the most disturbing consequence will be on human health. From respiratory allergies and asthma, to poor water quality, and mosquito borne illnesses like Zika – climate change is having an impact on our health, today. Even more alarming, is that the negative health impacts from climate are affecting the world’s most vulnerable populations. Children and pregnant women. Low-income communities and front-line populations living near oil extraction sites. 88% of the existing global burden of disease due to climate change falls on children; mainly children living in developing countries and populations of low socioeconomic status, worldwide (2). A decision by the most powerful in our country puts the health of vulnerable people at risk. We at Seventh Generation are committed to reversing negative health impacts from climate change by supporting a low-carbon economy. As a business, we work each day to reduce our dependence on fossil fuels: from bottling our products in recycled material, creating products using plant-based materials over petroleum based ones, where possible – we are working to find solutions to do our part. But we know that systemic change is the only way to have a real impact on the climate. This is why we are calling on you, as an individual, to join in and do your part…”
Burlington, VT www.seventhgeneration.com
Sales: $225 million.
This marks Seventh Generation’s final appearance in Happi’s Top 50 Report, as it became part of Unilever in the final quarter of 2016. Unilever liked 7thGen’s business principles and practices, its position in the natural home and personal care marketplace, and surely its financial performance. After all, this Burlington, VT-based B Corp has enjoyed double digit compounded annual growth over the last 10 years.
It should come as no surprise that Seventh Generation was unhappy about President Trump’s decision to pull out the Paris Climate Accord. A company blog post from June 1 read:
“As a company that is committed to considering our impact on the health of the next seven generations, we are incredibly disturbed by the current administration’s decision to pull the United States out of the Paris Climate Agreement. There are several scary, negative consequences of this decision, but perhaps the most disturbing consequence will be on human health. From respiratory allergies and asthma, to poor water quality, and mosquito borne illnesses like Zika – climate change is having an impact on our health, today.
Even more alarming, is that the negative health impacts from climate are affecting the world’s most vulnerable populations. Children and pregnant women. Low-income communities and front-line populations living near oil extraction sites. 88% of the existing global burden of disease due to climate change falls on children; mainly children living in developing countries and populations of low socioeconomic status, worldwide (2). A decision by the most powerful in our country puts the health of vulnerable people at risk.
We at Seventh Generation are committed to reversing negative health impacts from climate change by supporting a low-carbon economy. As a business, we work each day to reduce our dependence on fossil fuels: from bottling our products in recycled material, creating products using plant-based materials over petroleum based ones, where possible – we are working to find solutions to do our part. But we know that systemic change is the only way to have a real impact on the climate. This is why we are calling on you, as an individual, to join in and do your part…”
Burlington, VT 802.658.3773 www.seventhgeneration.com
Sales: $250 million (estimated).
Seventh Generation has “grown every year for 27 years, except for one during the recession,” John Replogle, president and CEO told Fortune in a video interview this past spring. Over the last several years, the business has grown by 60% with steady “double digit growth,” he said.
Industry sources contend the company’s revenues came in at $250 million in 2015.
Seventh Generation’s growth has come as the natural market has become a more competitive, with mainstream retailers adding more naturally positioned products to their store shelves everyday. But the CEO isn’t daunted by the competition. In fact, Replogle has called brands like Method and Mrs. Meyer’s Clean Day “frenemies” that help grow the category. He isn’t as kind to some of newcomers to the natural household care space however; he told Fortune that consumers can “see through them.”
But with more noise than ever in naturals, it’s become clear that long-term players need to speak up to remain above the fray. In fact, Seventh Generation is currently rolling out its largest ever media campaign, which includes TV spots (only the second time the firm has ever done so) featuring Saturday Night Live’s Maya Rudolph. To reach consumers everywhere, the “multi-million dollar” integrated campaign features a “high-impact mix” of network and cable television spots digital video, banners and print.
Burlington, VT 802.658.3773 www.SeventhGeneration.com
Sales: $215 million (estimated).
Seventh Generation, the eco-friendly brand known for its commitment to a toxin-free environment, recently introduced new packaging for its line of hand wash products and saw sales double almost overnight.
“We always knew package design was important to consumers when it comes to hand wash because it’s on display and part of their home decor,” said Joey Bergstein, CMO at Seventh Generation, “but we were still blown away to see how much they loved these new bottles. We’re actually having trouble keeping them in stock.”
The new packaging was designed by NYC-based Beardwood&Co., a branding firm that has extensive experience with beauty and personal care brands. The Seventh Generation hand wash line consists of four products: Free & Clean, Mandarin & Grapefruit, Lavender Flower and Purely Clean.
In other news, Martin Wolf, director of sustainability and authenticity at Seventh Generation and a recognized leader in sustainability and environmental chemistry in the cleaning products industry, was the 2015 recipient of the American Cleaning Institute (ACI) Elva Walker Spillane Distinguished Service Award. Wolf has developed frameworks for environmental product design, helped educate his coworkers, customers and consumers about the environmental impacts of consumer products and the industries that produce them, helped develop standards for voluntary ingredient disclosure, and brought change to the cleaning products industry through more sustainable product designs.
In September 2014, it was reported that London-based Generation Investment Management Fund, co-founded by former US Vice President Al Gore, invested $30 million into Seventh Generation.
Burlington, VT 802.658.3773 www.seventhgeneration.com Sales: $165 million.
This year, the company welcomed branding expert Joey Bergstein as its new chief marketing officer. He joined Seventh Generation from Diageo, a leading premium spirits company, where he was senior vice president of global rum.
In November 2011, Seventh Generation was named a 2011 Leader for Change by the United Nations and the Foundation for Social Change. Seventh Generation CEO John Replogle accepted the award at a special presentation at the United Nations Global Conference for Social Change in New York City.
Replogle elaborated on the company’s mission to embrace a triple bottom line that balances people, planet and profit in an interview with event moderator and The New York Times editor Jane Bornemeier.
“Seventh Generation has received an incredible number of honors in our 23-year history, but I’m not sure that we’ve ever received one as meaningful as this,” said Replogle. “It’s a tremendous acknowledgement of the progress we’ve been making to pursue our company’s purpose to have an impact beyond profit. I think it speaks to a growing global desire to find better ways of doing business, leading industry and serving consumers. The old business model focused exclusively on profit is no longer viable and the world needs to forge new economic and social systems built on sustainability. This award recognizes that Seventh Generation is well on the path to this new model.”
Following the commendation, the brand announced a reformulation of its best-selling laundry products. The new all-natural, plant-derived surfactant made its debut in Seventh Generation 2X laundry liquid and is now available in a new industry-leading 4Xformula that delivers excellent cleansing at the half the dosage of standard 2X formulas while cutting shipping and storage requirements in half, the firm said.
The upgraded formula also contains new enzymes that target a wider array of stains and appreciably boost the product’s already impressive cleaning power in both standard and HE machines.
The innovation responsible for this distinction is a brand new surfactant derived entirely from plant-based materials that were developed by the company and Rhodia. The unique surfactant, which combines ethylene oxide derived from sugar cane and plant-derived lauryl alcohol, contains no petroleum and features outstanding detergent properties, the company said.
As a result of this “dramatic breakthrough in detergent technology,” Seventh Generation’s new laundry detergent has become one of just a handful of products in the nation to be awarded the US Department of Agriculture’s new BioPreferred seal, which certifies products that are entirely or significantly made from renewable agricultural ingredients and materials. The new labeling program is intended to help consumers make purchases that reduce dependence on petroleum, boost rural economies, and alleviate climate change.
“It’s hard to overstate just how big this is,” said Replogle. “It’s a cleaning industry holy grail of sorts and something we’ve been working on for a long time. Thanks to this new chemistry, we’ve created a premium high performance laundry detergent and dramatically boosted the overall renewable content of our laundry liquid from 77% to 97%.”
This April, Seventh Generation celebrated the one-year anniversary of the USDA Certified Biobased label and certification of 13 of the company’s offerings—and to commemorate the event, the Burlington, VT-based company said all of its eligible formulated products will be 100% USDA Biobased Certified by 2020.
The biobased product certification and labeling initiative, which was launched last year as a new part of USDA’s BioPreferred program, initially certified 13 Seventh Generation products from the company’s bathtub cleaner and dish soap to liquid laundry detergent.
In other news, Seventh Generation boosted its outreach to the youth market. Besides debuting a six-piece personal care range for babies, it partnered with Universal Partnerships & Licensing (UP&L) to support the release of Dr. Seuss’ “The Lorax.” This marked the first-ever major studio film promotion for Seventh Generation.
Through Earth Month, Seventh Generation encouraged its consumers to consider products that are “Lorax Approved.” At the cornerstone of their promotion, Seventh Generation unveiled a new liquid laundry detergent bottle made from 100% recycled cardboard and newspaper. The container, which prominently features Lorax images, uses 66% less plastic than typical 100oz 2X detergent bottles, allowing consumers to conserve effortlessly, according to the company.
Burlington, VT
802.658.3773
www.seventhgeneration.com
Sales: $150 million
Sales:
$150 million (estimated).
In March, John Replogle, who had been CEO of Burt’s Bees, left the hive to take over the reigns at Seventh Generation. He replaced Chuck Maniscalco, who resigned in September 2010 after joining the company in 2009 to replace company founder Jeffrey Hollender at the top post—and help grow the firm to a $1 billion dollar operation. Hollender, who had moved to the role of executive chairperson when Maniscalco was hired, was forced out just two months after Maniscalco quit.
Yet even with all the turmoil, it appears that Seventh Generation has not lost sight of its core values. In fact, just last month the Burlington, VT-based company was named the greenest brand in America by the annual ImagePower Global Green Brands Survey. In the survey, which included 9,000 respondents in eight countries measuring perceptions and sentiments of green actions by industries, products and brands, Seventh Generation topped a number of eco-minded firms, including Whole Foods, Tom’s of Maine, Burt’s Bees, and SC Johnson, (for the full list, see Newsfront p. 15 in this issue).
The most recent proof of its passion for being green comes via a packaging innovation unveiled this year: a new liquid laundry detergent bottle made from 100% percent recycled cardboard and newspaper. It features a fully-recyclable and even compostable outer shell made from 70% recycled cardboard fibers and 30% old newspaper fibers that supports a recyclable lightweight plastic pouch inside. It uses 66% less plastic than typical 100 ounce 2X detergent bottles.
In addition, the company is also focused on what’s inside the detergent bottle—or more accurately, what isn’t inside. In December 2010, Seventh Generation rolled out a marketing campaign to highlight the fact that its detergents are optical brightener-free. It created a special microsite themed “Just Say No To the Glow” and sent out samples of laundry detergent, video cameras and black lights to bloggers so they could post videos of demonstrations of laundry washed in Seventh Generation’s detergent and other “conventional” detergents that left behind residue from the brighteners. About 24 of them posted their videos, according to reports.
Burlington, VT 802.658.3773 www.seventhgeneration.com Sales: $150 million
Sales: $150 million (estimated), including paper products and diapers.
One of the biggest “green” rollouts for the new year was Seventh Generation’s disinfecting household cleaning products. The four-SKU range features formulations said to kill 99.99% of germs botanically. The products are EPA-registered and contain thymol, a component of thyme oil, which has well-known disinfecting properties. Seventh Generation teamed up with CleanWell, a small technology start-up based in San Francisco, to develop the thymol technology for the line.
“The introduction of Seventh Generation’s disinfectants is historic for consumers and the industry,” said Chuck Maniscalco, chief executive officer of Seventh Generation. “It is increasingly important to protect our health and that of our children by implementing good hygiene practices and using disinfectants around the home that are effective without the use of harsh chemicals.”
In July 2009, Seventh Generation hosted a meeting of some of the country’s top sustainability experts in Burlington, VT. The three-day summit, “Creating a Game Plan for the Transition to a Sustainable U.S. Economy,” produced a “detailed road map to move the U.S. economy to one that is ecologically sustainable, socially fair and economically efficient,” according to the company. The event was organized in cooperation with the University of Vermont’s Gund Institute for Ecological Economics.
Seventh Generation also launched a new advertising campaign this past year with the tagline “Protecting Planet Home.”
Sales: $150 million (estimated), but that total includes paper products.
This year, Seventh Generation entered into its third decade of business. While many things have changed within the business, company executives note that Seventh Generation is still an independent, privately-held company based in Burlington, Vermont and is committed to creating products that save natural resources, reduce pollution, keep toxic chemicals out of the environment and make the world a safer place for this and the next seven generations.
In 2009, Seventh Generation announced that it had become the first company in its industry in North America to purchase sustainable palm kernel oil certification credits to offset company-wide use of the ingredient in its entire product line.
Most recently, company founder Jeffrey Hollender handed the chief executive officer reigns to Chuck Maniscalco, a PepsiCo/Quaker Oats veteran.
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