clorox: cleaning up.

clorox has manufactured a new line of cleaners--all natural and all green: clorox's green works.

clip from treehugger's article: introducing clorox's green works cleaners.

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The launch of Green Works doesn't mean that Clorox has "gone green" -- or any other hackneyed quip that often gets tossed around at such a development -- though it does mean that they've embraced the green marketplace and realized that people care what's in their cleaners. Seventh Generation CEO Jeffrey Hollender summed it up pretty well: "New competitors will only help this category grow faster than it's been growing. The question is, do you want a big piece of a small pie or a small piece of a big pie? We absolutely want the pie to be as big as possible, even if we have a smaller slice. ... To address problems environmentally, we need to get other businesses involved."

In the near future, expect to see Green Works out and about; Clorox is beginning a national campaign today. Green Works will be available in 24,000 stores nationally, including Safeway and Wal-Mart.