Speaking to a workshop I moderated and that was packed with marketers, advertisers, and product manufacturers, Berlind said that submitting GreenWorks and its ingredients to the scrutiny of Sierra Club’s scientists helped the company secure “third party validation” of its eco-credentials and ensured that the company produced a product almost completely free of objectionable chemicals.

Berlind said that Clorox scientists worked for almost two years to develop a natural formulation for the eco-friendly dish soap, window cleaner and and other items in the product line. She described the process as a “passion” for company employees who wanted to make a healthier, safer cleanser. She also said that the GreenWorks product line is part of an overall commitment on the part of Clorox to develop a more sustainable company.

Audience members wanted to know how much more the GreenWorks brand costs (about 15-20%, a premium consumers seem willing to pay).  They also wondered how difficult it was to convince management to “go green.”

Berlind acknowledged that senior executives were leery at first about creating the GreenWorks line, but that their fears have been allayed by the astounding success of the product. In less than two years, GreenWorks has become the dominant green cleaner in the marketplace, accounting for over 40% of all green cleaning sales.