April 15th, 2009 by admin
by Melissa Meisel, Associate Editor, Happi
What’s green, clean and wiping up the next mess near you? Clorox’s
newest addition to its eco-friendly cleaning collection, Green Works
Natural Biodegradable Cleaning Wipes.
Debuting one year after the launch of the original Green Works spray,
the product is crafted of 100% cellulose fibers and derived from
renewable farm grown trees. Formulated using biodegradable ingredients,
the wipes are 99% natural and feature the grassroots environmentalist
organization Sierra Club logo on the package, a fundraising effort for
the Clorox company. The product also has been recognized by the U.S.
Environmental Protection Agency (EPA) for using environmentally
preferable chemistry, and carries the “Design for Environment”
certification as well.
According to Clorox, since it launched the Green Works brand, the
natural cleaning category has grown more than 100%, delivering on the
company’s goal to make natural cleaning more accessible and affordable
to everyday consumers without compromising cleaning performance. Green
Works is now the top natural cleaning brand in the U.S., with a 42%
share of the market to date.
In fact, the household cleaner cloth category, which is dominated by
nonwoven products, has increased steadily over the years. According to
Information Resources Inc. (IRI), a Chicago-based market research firm,
sales of household cleaning clothes rose nearly 3% to $274.1 million
for the year ending July 13, 2008, as previously reported in HAPPI.
Sales of all-purpose cleaning cloths rose more than 6% and accounted
for more than 90% of category sales.
In addition to making natural cleaning mainstream, Clorox’s Green Works
team set out to make an impact beyond cleaning and established a cause
marketing relationship with Sierra Club. Based on Green Works 2008
product sales (April to December) a financial contribution of $470,000
is being given to Sierra Club to support its conservation efforts,
according to the company.
“Sierra Club has joined us with the shared conviction that corporations
and NGOs should work together to bring about real progress,” said Don
Knauss, chairman and chief executive officer, The Clorox Company.
“Sierra Club has been a supportive sounding board for a number of
Clorox’s initiatives, including recycling Brita filters and product
ingredient disclosure. We hope our contribution to its environmental
programs will enhance their good work on behalf of our communities.”
“Part of our mission is to move industry to innovative solutions that
bring green living to everyday life,” said Sierra Club Executive
Director Carl Pope. “The Green Works brand makes affordable and
effective natural cleaning products available to millions of Americans.
We look forward to being a part of Clorox’s ongoing journey toward
becoming a more sustainable company that drives the green marketplace.”
Green Works now has eight natural cleaners available for consumers to
use throughout the home—an all-purpose cleaner, glass cleaner, glass
and surface cleaner, toilet bowl cleaner, dilutable cleaner, bathroom
cleaner, dishwashing liquid and now the wipes. All products in the line
are made using plant-based ingredients derived from coconuts, as well
as essential oils.
More info: www.greenworkscleaners.com
