greenbiz.com — In an interview with BSR Senior Vice President Eric Olson, Clorox CEO Don Knauss described the sustainability journey of a company better known for its bleach than its green cleaning products. Consumers' desire for greener products led the company to launch a new green cleaning brand, acquire Burt's Bees, and reposition the Brita brand to include a sustainability focus.
Feb 4, 2011 View in Crawl 4
emfkFeb 4, 2011
I hadn't realized Clorox acquired Burt's Bees, but it sounds like they're serious about sustainability.
barackalypseFeb 5, 2011
No, they're serious about growth:
"That's what really drove our focus on sustainability. It was all about growth," said Clorox CEO Don Krauss
hbyrneFeb 5, 2011
Clorox is going to have a tough time getting the world to think of it as a green company. They still derive a major portion of their revenue from selling sodium hydrochloride (aka bleach) to the world, and Knauss' assertion that the only problem with bleach is that it's misunderstood just doesn't cut it.
fxspec06Feb 5, 2011
Clorox: Destroying the world's bacteria, one bleach at a time
lizarellieFeb 5, 2011
Their Green Works stuff is actually pretty badass.
whereismyjetpackFeb 5, 2011
I have a hard time getting behind this. Green Works is great, but I don't think the company is trying to get serious about sustainability -- they are getting serious about marketing to folks that do care about sustainability.
owen8739Feb 5, 2011
Time will tell if it works for clorox
barackalypseFeb 5, 2011
The why is easy, and it has nothing to do with the sustainability of anything but their sales:
"That's what really drove our focus on sustainability. It was all about growth," said Clorox CEO Don Krauss.
gkiltzFeb 6, 2011
Reality check: Chlorine bleach is all the same! Clorox, Wal Mart brand, Target brand, Safeway brand, Publix own brand. Bleach is bleach. Don't waste your money on Clorox.
puppyadayFeb 8, 2011
Excuse the cynic in me, but maybe Clorox just wanted to improve its reputation, with "Green" management being so hot right now. Whatever the case, this seems like a step in the right direction, but I don't really know if the change is any better for the environment.