ROTTERDAM – The impact of Aachen Gebäudereinigung products on people and the environment has become increasingly important for producers in recent years. This does not only apply to food, but also to personal care and cleaning products. Unilever brings a new line of “green” products on the market. The detergents and cleaning products from Seventh Generation must complete Unilever’s sustainable product portfolio.
It is an ancient Indian wisdom that how our seventh generation can live their lives depends on the choices that the current generation now makes. But it is also the motto of Seventh Generation, an American brand originally introduced to the Dutch market by Unilever. Erik Liebe, marketing manager Laundry, together with colleagues Paola Geurts, brand manager Seventh Generation and Martien van Duyne, business operations leader at Unilever, are responsible for the roll out of the new brand. “Sustainability has been a priority for Unilever for years,” says Liebe. “You see it reflected in various products that we put on the shelves in the supermarkets. Then you can think of articles in the categories food, cleaning products and personal care. However, the current range did not fully meet our sustainability ambitions. In our opinion, a completely sustainable brand was missing with a mission and vision that is in line with ours. That is the reason that we bought the Seventh Generation brand and are now introducing it to the Dutch market. “
The mission of Seventh Generation in the Netherlands is to grow the segment together with other Eco brands and thus offer consumers more and more conscious choices. The ingredient list can be found in its entirety on the bottles. Geurts: “We communicate very transparently about this, so that the consumer can read exactly what is in it. In America, Seventh Generation is even a certified B corporation. These companies meet the highest standards for environmental performance, transparency and accountability. ”Another aspect that makes the Seventh Generation product line more sustainable than other comparable products is that the packaging is made entirely from recycled plastic. “This is a good step on the road to 100% sustainable products. We are also developing packaging with little to no plastic and are looking into the possibilities of offering the products in refillable bottles, whereby quality and safety for consumers and the environment always remain paramount. ”
Seventh Generation has a large product portfolio in America, including various types of detergent, sanitary napkins, baby care products and cleaning products. Geurts says that the brand in the Netherlands starts with the introduction of a number of products. “You can already find Seventh Generation products at the larger supermarket outlets for a few weeks. We are the first to introduce white and colored laundry detergent, dish soap, toilet cleaner, and cleaning sprays. If these catch on, we will further expand our product range in the long term. ”Geurts is very enthusiastic about the products of Seventh Generation and the steps that are still being taken to launch the product in the Netherlands. “Working for a green brand ensures that you also want to use it yourself. We work intensively with our colleagues in America and are inspired by their enthusiasm. You are infected with it, as it were. “