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Today's The New York Times' "Business of Green" specialsection has a fascinating article about the latest eco-marriage: Cloroxand The Sierra Club. The "green trench warfare" Method's Adam Lowryrefers to in our Fast 50 issue (#16) has officially gone full throttle.With Method and Seventh Generation head to head in sales clocking in ataround $100 million, respectively, Clorox's newest posterboy is noneother than Sierra Club heavy hitter Carl Pope.
Pope has paired up with Clorox CEO Donald Knauss, to putenvironmental muscle behind its new "99% natural" Green Works brand.For Clorox, it's the first new line they've launched in nearly 20years. What's more startling: in Sierra Club's 116-year-history, it'sthe first time they've ever endorsed a product. Why, explains Pope? Thebest way to convince consumers to purchase green cleaning products isfor the grandaddy of eco-activists to pair up with the grandaddy ofclean kitchens.
What's even more head-turning is that Sierra Club will "receive anundisclosed portion of the proceeds." Over the past year it's beenremarkable watching activist groups turn from rock throwers todeal-makers. Is this part of Sierra Club's new business friendlystrategy? Are we witnessing dollar signs in the eyes of environmentalgroups--or is taking money the only way for these groups to get aninfluential voice in company boardrooms? Which environmental groups aretaking it too far?
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