January 14th, 2008 · No Comments

Building On A Green Foundation At Shaklee

Shaklee is a 51-year-old company that is a direct seller of non-toxic and biodegradeable household cleaners, personal care and nutrition products. Started by chiropractor Dr. Forrest Shaklee, the company’s motto is “follow the laws of nature and you’ll never go wrong.” Green before its time, the company was approved as the first Climate Neutral Certified Company by the Climate Neutral Network in 2000. Shaklee looked at the CO2 emissions footprint of its entire operation and over several years managed to zero out its emissions. The company says it now has a net zero impact on the Earth’s climate.

Shaklee was purchased in 2004 by San Francisco investment banker Roger Barnett. Previously, Mr. Barnett had run Arcade Ltd., known for making the scent strips in magazines, as well as Internet company beauty.com.

Mr. Barnett told CNNMoney.com earlier this year that his mission was two-fold. He wants to combine profit with purpose. He believes Shaklee has the potential to make money and make a difference in the world as well. The company’s products are good for consumers and the environment, he says. And the direct-selling business model gives people a chance to become entrepreneurs.

Shaklee was in good financial shape when he bought it for a reported $310 million of his own money. But marketing needed improvement, Mr. Barnett said in a recent Time magazine article.

“Shaklee was a pioneer of the green movement and had probably the longest term, most loyal consumers of any consumer product I’ve seen, but it was a secret to many other people,” Mr. Barnett said. “But this is a trillion-dollar industry. Shaklee’s growth potential was unlimited.”

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