Clorox Rings the Green Bell – With Sierra Club

Hot on the heels of their acquisition of Burt’s Bees, among the more respected “green” brands out there, Clorox has now partnered with the Sierra Club to launch a new line of products called “Green Works” which the Sierra Club will validate as “natural”. Both organizations joined together this morning at the New York Stock Exchange to ring the opening bell as part of Earth Week celebrations.
There’s a lot to digest here. Can Clorox succeed in launching a new green brand alongside leaders like Seventh Generation and Method? Will the Sierra Club’s endorsement come with a critical eye to make sure the GreenWorks products are as good as Clorox claims? Or will this all go down like a cup of bleach? As usual, I’ll give them the benefit of the doubt until proven wrong. What do you think?

Nick Aster is a new media architect and the founder of has grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He worked for, managing the technical side of the publication for 3 years and has also been an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.

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