by Evelyn Lee
Inhabit
Launched in January of 2008, Clorox’s line of natural cleaning products, Green Works, currently holds more than a 40% share of the natural home cleaning market. The first year success of their product single-handedly grew the natural cleaning product market by more than 80% in one year by selling Green Works through their current distribution chain in more than 24,000 stores alongside their regular household cleaning products. However the question remains, is Green Works truly green? Critics argue that since no industry standard definitions currently exist for natural cleaners, Green Works is simply deeming itself green against its own standards - a dangerous trend to set...see full story.
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