Household products giant SC Johnson is buying Caldrea, a manufacturer of nontoxic household cleaner, for an undisclosed sum.
The Minneapolis-based, 50-person company distributes two high-end brands, Caldrea and Mrs. Meyer’s, that appeal to environmentally conscious consumers. The products are also well known for their unusual natural scents, such as “Watercress Wild Lily.”
SC Johnson spokesperson Kelly Semrau
says that Caldrea is “on trend with a consumer we don't normally reach."
The acquisition is just the latest example of how large companies are trying to cultivate eco-friendly images by selling “green” products.
For example, Fiji Water is trying to clean-up its eco-image after the city governments of Seattle, Chicago, Salt Lake City, Los Angeles and San Francisco either discouraged or banned the use of city funds to buy bottled water
Although the Fiji-based water company has not cut out the petroleum it uses to both produce and ship its plastic-bottled water, the company announced in November that it would take on environmental initiatives
aimed at offsetting the carbon footprint left by its operations.
Several other companies have launched ad campaigns touting Earth-friendly products or practices. David Farrington
, an owner of a green building supply store in New York, said, “I think the day is coming when the big-box stores will have a green building corner or center.”
By 2010, some 10 percent of new construction is expected to include at least some environmentally friendly materials or design, making for a $38 billion industry.