Eco-Friendly Cleaning Products Make Inroads into the Mainstream

It’s hard to get excited about housecleaning, but Monica Nassif has found a way. In fact, as the president of two separate companies that manufacture eco-friendly cleaning products, Nassif was one of the most enthusiastic participants in the 19th annual Natural Products Expo East, held this month in Washington, D.C. Representatives from about 15 natural cleaning-product companies participated in the expo, displaying wares that were biodegradable, nontoxic, chlorine-free, petroleum-free, and generally good for the Earth. A record-breaking crowd of more than 20,000 turned out for the show, which was as good an indicator as any of how far eco-friendly products have made it into the mainstream. “Fifteen years ago, there were no ties, no jackets, a lot of ponytails, and a lot more people in the bathroom smoking pot,” said Jeffrey Hollender, president and CEO of Seventh Generation, a leading natural household products brand.