New Natural 4X Laundry Detergent Draws Attention at Natural Product Expo West | Seventh Generation
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New Natural 4X Laundry Detergent Draws Attention at Natural Product Expo West

Author: MeghanB

As you might have heard, we unveiled our greenest product inside and out, Natural 4X Laundry Detergent, featuring innovative recycled-paper packaging.

A liquid product in a paper shell? I'll give you a moment to think about that...

Moving on. In partnership with Ecologic Brands -- our brainchild of a bottle's manufacturer, we put a creative emphasis on this product at Natural Products Expo West. Expo West is the largest tradeshow designed to couple retailers and their merchandise brokers with the latest and greatest natural products. As a result, you'll see the new 4X Natural Laundry Detergent distributed in more natural retailers nationwide.

I know what you're thinking: How can you possibly make a paper bottle interesting?

Allow me to count the ways.

Cardboard Cafe1) Bind cardboard boxes together. Then sit on it.

The new packaging shell is made of 70 percent recycled cardboard and 30 percent recycled newspaper fibers. It is also recyclable and compostable. As a first-to-market bottle, it will definitely catch your eye on the shelf.

To connect the dots between our new fiber bottle and the cardboard box you just tossed in the trash, we worked with the brilliant minds at Richard Johnson Design to create a Cardboard Café. It gave cardboard another life, just as our new bottle does. The dynamic structure was built from Seventh Generation shipping boxes and created a bench system for Expo West attendees to rest their weary feet, take meetings and eat lunch. Some even caught a catnap in the sun! (Not pictured. He wasn't a pretty sleeper. Sorry.)

Tree Hugger2) Hug a Treehugger.

Or just gawk at her. Five members of the Seventh Generation family generously supplied their likeness for Treehuggers at Expo West. Who doesn't want five clones? Well, I'll tell you what, they were worthless for anything but hugging a tree and directing people to the Cardboard Cafe. So if you're out to conquer the world, perhaps this isn't the best way to do it. But if you'd like a permanent reminder of what you look like now so you can fondly recall it when you're 80, then I think you have a winning solution.

3) Covet thy Trash.

Expo West and its managing New Hope team is one of the most advanced tradeshows in terms of their sustainable imperatives. We were beyond thrilled to partner with them and Ecologic Brands to take ownership of THREE TONS of cardboard waste created by exhibitors for use in the next production line of our recycled fiber shells. THREE TONS. That's a lot of cardboard! It will produce approximately 250,000 more bottles, all from your favorite natural or organic product company's trash.

Were you at Expo? Did you check out the Cardboard Café and the Treehuggers? If so, TWEET or FACEBOOK us!

(Please note: The Treehugging family and the Cardboard Café will return to our headquarters in Burlington for future use. They will eventually be recycled.)

Still interested? See it here!