Seventh Heaven?

Continuing the spate of large CPG companies buying natural ones, Unilever’s acquisition of Seventh Generation, the natural household and consumer product company based in here in my home state of Vermont, has everyone buzzing. Like Unilever’s acquisition of another Vermont-based company, Ben & Jerry’s several years ago, there have been lots of gasps and speculation in the local press as to whether this sale is ultimately a good thing for Seventh Gen in the long run. For anyone not familiar with them, this company has been one of the category leaders in creating healthy product solutions for people and their homes for more than 30 years. In fact, their laundry detergent is one of my favorites.

Quick little fun fact: the name Seventh Generation comes from the Great Law of the Haudenosaunee, which states that "in our every deliberation we must consider the impact of our decisions on the next seven generations."

From their name to the way the company is run, since its inception Seventh Gen has been one of the early pioneers in corporate responsibility, a role they take very seriously. From day one, the founders were driven by the desire to have their products to make a difference—from development through to their production, purchase, use and disposal. They were (and are) focused on finding ways to reduce their environmental impact, increase product performance and safety and create a more sustainable supply chain. In fact, company officials believe it is their responsibility to set a course for a more mindful way of doing business, where “companies act as partners with other stakeholders to create a brighter future for the whole planet.”

While the news of the merger may have taken some by surprise, looking back on things, it seems like this may have been in the works for quite some time. Prior to joining Seventh Gen as president and CEO in 2011, John Replogle was at the helm of Burt’s Bees and before that held positions with Unilever, Burt Bees’ parent company and the new parent of Seventh Gen.

As for me, I’m going to remain optimistic on this one. If this unfolds the way Ben & Jerry’s did and given the autonomy Unilever has become known for giving the natural companies it acquires, my guess is Seventh Gen and its brand loyal consumers have nothing to worry about.