Green Earth is an environmentally conscious company founded in 2010 that manufactures eco-friendly cleaning products. Their mission is to provide effective and affordable green cleaning solutions that are safer for people and the planet. Some key facts about Green Earth:
- Headquarters located in Portland, Oregon
- Privately held company with over 500 employees
- Products sold in over 20,000 retail locations nationwide
- Certified B Corporation and member of the EPA’s Safer Choice program
History
Green Earth was founded by childhood friends James Wilson and Susan Davis. James worked in the cleaning industry for over 20 years and saw firsthand the harmful effects of toxic chemicals used in traditional cleaning products. Susan had a background in environmental science and shared James’ passion for sustainability.
In 2008, James and Susan started researching non-toxic cleaning formulations in Susan’s garage. After two years of testing, they finalized their first line of plant-based cleaning products and officially launched Green Earth in 2010.
The company started off small with just 10 employees. They focused on getting their products into local grocery stores and specialty retailers. As demand grew, Green Earth expanded distribution on the West Coast and by 2015 they were shipping nationwide. The company now has over 500 employees and is one of the leading eco-friendly cleaning brands.
Major Milestones
- 2010: Green Earth is founded, first products launched
- 2012: Expanded distribution to over 1,000 stores
- 2014: Opened 50,000 sq ft manufacturing facility in Portland, OR
- 2016: Became a Certified B Corporation
- 2019: Launched e-commerce site and reached 20,000 retail locations
Products
Green Earth offers a wide range of eco-friendly cleaning products for home use. Their product lines include:
- All-purpose cleaners
- Bathroom cleaners
- Glass and window cleaners
- Floor cleaners and mops
- Laundry detergents
- Dish soaps
- Hand soaps
- Cleaning wipes
Some of their best selling products include:
| Product | Description |
|---|---|
| Citrus All-Purpose Cleaner | Non-toxic cleaner made with plant-derived ingredients that cuts through grease and grime |
| Lavender Laundry Detergent | Hypoallergenic formula that uses biodegradable surfactants for deep cleaning and stain removal |
| Mint & Eucalyptus Shower Cleaner | Naturally derived formula that removes soap scum, hard water stains, and mildew |
Product Highlights
- Made from plant-derived ingredients like citrus extracts, essential oils, and coconut-based surfactants
- Free from harsh chemicals – no ammonia, bleach, phosphates, etc.
- Never tested on animals and packaged in recyclable materials
- Green certification seals from EPA Safer Choice, Green Seal, EWG
- Comparable cleaning performance to conventional products
Manufacturing & Sourcing
Green Earth products are manufactured in a 50,000 square foot facility located in Portland, Oregon. The state of the art facility has been awarded LEED Gold certification for its use of renewable energy and environmentally friendly operations.
Raw ingredients for Green Earth products are sourced from suppliers across the globe. The company has strict sourcing standards and audits all suppliers annually for quality, social responsibility, and environmental impacts.
Key materials include:
- Plant-based oils and extracts – sourced from farms in the US, South America, and Europe. Key ingredients include coconut oil, lemon oil, peppermint oil, and eucalyptus oil.
- Plant-derived surfactants – used as cleaning agents and made from renewable resources like coconut and corn. Sourced primarily from US suppliers.
- Ocean minerals – ingredients like sea salt and seaweed extract that provide cleaning power. Sourced from offshore providers in the Pacific and Atlantic oceans.
- Recycled plastic – used in packaging materials like bottles. Acquired from recycling centers primarily in the western US.
Focusing on responsibly sourced plant-derived ingredients sets Green Earth apart from conventional cleaning brands that use petroleum-derived chemicals.
Business Model & Revenue Sources
Green Earth operates as a privately held company and does not disclose full financial details. However, we can understand their business model through the products they sell and customers they target.
The company generates revenue through:
- Retail sales – Products sold in 20,000+ grocery stores, pharmacies, hardware stores, and other retailers nationwide.
- E-commerce sales – Direct-to-consumer sales through their company website, Amazon store, and other online retailers.
- Industrial & commercial sales – Bulk products sold to facilities like hotels, offices, and industrial factories.
Based on their broad distribution footprint, Green Earth likely generates over $100 million in annual revenues. As a private business, they focus on steady growth rather than quick profits. Expanding retail availability and e-commerce presence offers significant growth potential in the years ahead.
Target Customers
Green Earth primarily targets environmentally conscious consumers who want effective non-toxic cleaning options. This includes:
- Households with children or family members sensitive to chemicals
- Millennials and eco-friendly shoppers
- Commercial cleaning companies seeking green products
- Retailers expanding their organic offerings
Their products balance green credentials with cleaning performance, aiming to appeal to mainstream consumers rather than just niche natural product shoppers.
Company Culture & Values
Green Earth is recognized as one of the most values-driven companies in the green business space. As a certified B Corporation, they balance purpose and profits by ingraining social and environmental values across their operations.
Key aspects of their culture and values include:
- Sustainability – Seeking to reduce environmental impacts across their supply chain and product lifecycle.
- Transparency – Annual sustainability reports detailing their social and ecological footprint.
- Workplace ethics – Providing living wages, training programs, and advancement opportunities for all employees.
- Community engagement – Supporting local nonprofits through donations and volunteer work.
- Innovation – Continually developing safer and more effective products derived from plants, not petroleum.
This focus on sustainability, transparency, and social responsibility is integral to Green Earth’s brand identity and gives them a competitive edge. Consumers can feel good about supporting one of the most purpose-driven companies in the consumer goods space.
Awards & Certifications
- B Corporation Certified (2016)
- EPA Safer Choice Partner of the Year (2018, 2020)
- US Zero Waste Business Council, Platinum Level (2019)
- Green America Certified Business
- LEED Gold certified manufacturing facility
Environmental & Social Impact
Green Earth aims to set the standard for sustainability in the cleaning industry. Some of the key ways they reduce their environmental footprint include:
- Eliminating toxic chemicals – Their plant-based formulas avoid harsh detergents and solvents.
- Responsible ingredient sourcing – They partner with suppliers using organic farming practices.
- Recyclable packaging – Over 75% of their bottles and containers use recycled plastic.
- Renewable energy – Their facilities are powered by solar panels and wind power.
- Carbon neutral shipping – They offset all carbon emissions from transport and delivery.
In addition to lessening their own ecological impacts, Green Earth strives to influence other companies and consumers to adopt greener practices.
On the social front, Green Earth donates over 5% of profits annually to environmental nonprofits and social justice causes. They ensure fair wages and safe working conditions across their operations and supply chain. The company has supported rebuilding efforts in communities impacted by natural disasters.
Overall, Green Earth sets a high bar for what an ethical and eco-conscious cleaning brand can aim for. They’ve shown that sustainability and business success can go hand in hand.
The Future of Green Cleaning
The green cleaning sector has experienced steady growth over the past decade. However, it still represents a small fraction of the broader $30+ billion dollar U.S. cleaning industry. Green Earth has captured a leadership position in this fast-growing niche.
Industry analysts forecast strong continued expansion for eco-friendly cleaning as consumers become more aware of health, environmental, and social impacts. Green Earth is well-positioned to leverage this growth based on their established brand presence, product portfolio, and distribution system.
Key opportunities for Green Earth moving forward include:
- Increasing e-commerce sales and digital marketing
- Expanding commercial and industrial sales channels
- Developing new plant-based ingredients and branded technologies
- Growing international distribution in markets like Canada and Europe
- Potentially offering an IPO or selling to a larger CPG conglomerate
Of course, they will face challenges from competitors looking to grab market share in the lucrative green cleaning space. But overall Green Earth’s mission-driven brand, experienced leadership, and product innovation capabilities give them an edge.
Look for this company to continue leading the charge in eco-conscious cleaning in the years ahead. Their example shows that green business and green cleaning are the way forward.
Conclusion
Green Earth offers a compelling vision for the future of environmentally friendly cleaning. By avoiding toxic ingredients, prioritizing plant-based formulations, and embedding sustainability into all operations, they’ve shown that eco-conscious products can be effective and accessible for mainstream consumers.
While many companies simply view sustainability as a buzzword, Green Earth ingrains it as a core value. Their B Corporation certification and numerous green accolades showcase an authentic commitment to ecological and social responsibility.
Consumers can feel good knowing Green Earth offers cleaning solutions that are safer for their home while also promoting positive global impacts. With ethical sourcing, charitable partnerships, and a mission-driven workforce, this company truly stands out in the crowded consumer goods space.
As Green Earth continues expanding, they have the opportunity to influence even more environmentally conscious purchasing and catalyze greater sustainability across the cleaning industry. Perhaps one day the concepts of “green cleaning” and simply “cleaning” will be one and the same. This remarkable company provides hope that such a future is possible.
