June 11th, 2009 · No Comments

By Barbara Kessler
Green Right Now

It might not have been possible a few years ago, but a new paradigm is emerging in the cleaning aisles of our groceries and markets.

Once the top products were those that promised glistening surfaces cleaned with the strongest disinfectants and most potent, marketable-sounding concoctions of “brighteners” and “germ zappers” — devil and the environment be damned.

We’re still interested in germ killers, but the American public also appears to be embracing the greener, cleaner movement. Consider this news just in from Clorox: Their Green Works products, introduced in January 2008, have become leaders in their respective natural cleaner categories  “almost doubling the growth of the natural cleaning category in the first year of launch,” according to their news release.

That means that people are finding and buying Green Works dishwashing soap, all-purpose cleaner, glass cleaner, bathroom cleaner and others, which are all made with natural surfactants and other natural ingredients. And it no doubt helps that this line has been affordably priced and carried by many of your usual retail haunts, like Wal-Mart.

So here’s where the shift occurs, when green becomes not just the sensitive thing to do, but the smart business move. What is Clorox doing next? Making more green cleaners! They’re adding a Green Works^TM Natural Laundry Detergent and Green Works^TM Natural Laundry Stain Remover, bringing to 10 the number of green cleaners in the line.

Bleach? It’s a wash out.

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