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Press release from Business Wire

Natural Products Association Grants First Natural Home Care Seal to Green Works® Natural Bathroom Cleaner

<p class=' bwtextaligncenter'> <i>New Certification Program Aims to Eliminate Confusion about the Meaning of “Natural”</i> </p>

Tuesday, April 20, 2010

Natural Products Association Grants First Natural Home Care Seal to Green Works® Natural Bathroom Cleaner06:00 EDT Tuesday, April 20, 2010 OAKLAND, Calif. & WASHINGTON (Business Wire) -- The Natural Products Association granted its Natural Home Care seal to Green Works® Natural Bathroom Cleaner today, making it the first home cleaning product to be certified as natural under the organization's new certification program. The seal means that the NPA and an independent third-party certifier have reviewed the product's ingredients and manufacturing processes and determined that it meets the organization's rigorous guidelines. The certification of Green Works® Natural Bathroom Cleaner represents an important first step in the NPA's goal to eliminate consumer confusion about what it means for a product to be natural. Until the NPA launched its home care product standard in February, there was no independent certification program in place focused exclusively on verification of natural ingredients and products. Now, the NPA's easily identifiable seal will help consumers discern which products meet its high standard of “natural.” In addition to Green Works® Natural Bathroom Cleaner, the makers of Green Works® products have submitted several other products to the NPA for review. Additional Green Works® natural cleaning products should receive certification throughout the year. “The NPA's standard adds integrity and transparency to the natural marketplace and we are proud to be the first brand to carry the seal,” said Nick Vlahos, general manager for Green Works® natural cleaners. “Over the coming months, we intend to aggressively pursue this certification across our product line – all with the goal of helping shoppers and retailers alike gain confidence in what it means for a home care product to be called natural.” Despite a surge in the popularity of natural cleaners, confusion among consumers about what makes such products natural is high. A recent national survey* found that 77 percent of those surveyed reported confusion as to what natural means when it comes to home care products. “The new natural standard for home care and the products that receive the NPA's certification seal will inject integrity into natural, and provide peace of mind in the marketplace for the person who matters most, the consumer," said Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs at the NPA. The Natural Certification Program and Seal of Approval The NPA standard is science-based and was developed by a team of experts from the association as well as natural products manufacturers and retailers. The advisory panel drew from a variety of sources, including relevant international standards, third-party organizations, existing research, and years of experience in the field. Under the new program, products must follow strict guidelines set out by the NPA to merit bearing the seal. The criteria include, but are not limited to: Product must be made up of at least 95 percent truly natural ingredients or ingredients that are derived from natural sources, excluding water No ingredients with any suspected human health risks No processes that significantly or adversely alter the natural ingredients Ingredients that come from a purposeful, natural source (flora, fauna, mineral) Processes that are minimal and don't use synthetic/harsh chemicals Non-natural ingredients only when viable natural alternative ingredients are unavailable and only when there are absolutely no suspected potential human health risks Transparency and full disclosure of ingredients The full set of criteria can be found on the Natural Products Association website at The Clorox Company The Clorox Company is a leading manufacturer and marketer of consumer products with fiscal year 2009 revenues of $5.5 billion. Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products; Green Works® natural cleaners; Armor All® and STP® auto-care products; Fresh Step® and Scoop Away® cat litter; Kingsford® charcoal; Hidden Valley® and K C Masterpiece® dressings and sauces; Brita® water-filtration systems; Glad® bags, wraps and containers; and Burt's Bees® natural personal care products. With approximately 8,300 employees worldwide, the company manufactures products in more than two dozen countries and markets them in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $77 million to nonprofit organizations, schools and colleges. In fiscal 2009 alone, the foundation awarded $3.6 million in cash grants, and Clorox made product donations valued at $7.8 million. For more information about Clorox, visit Natural Products Association The Natural Products Association ( is the nation's largest and oldest non-profit organization dedicated to the natural products industry. The association represents more than 10,000 retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids.