Seventh Generation Names PepsiCo/Quaker Oats Veteran as CEO

Chuck Maniscalco Tapped to Lead Environmentally Friendly Consumer Products Firm; Co-Founder Jeffrey Hollender to Remain as Executive Chair and Inspired Protagonist, Focus on Corporate Social Responsibility and "Green" Issues

BURLINGTON, VT--(Marketwire - June 1, 2009) - Seventh Generation, the nation's leading brand of non-toxic and environmentally safe household products, today announced the appointment of Chuck Maniscalco, former President and Chief Executive Officer of PepsiCo's Quaker Tropicana Gatorade business, to the role of Chief Executive Officer.

Maniscalco, who was also elected to the company's board of directors, will be charged with oversight for the company's day-to-day operations, strategic growth and expansion, supply chain and retail distribution expansion, and infrastructure evolution in the highly competitive and rapidly growing environmental product category. According to the market research firm Mintel International, the sector for green cleaning products grew 262 percent from 2003 to 2008 and is projected to grow 873 percent by 2013.

Seventh Generation co-founder Jeffrey Hollender will become Executive Chairperson -- as well as retain his title as "Chief Inspired Protagonist" -- and devote his full time and effort to advocating for corporate responsibility and environmental sustainability.

"Jeffrey is a true visionary, boldly introducing a new way of healthy and responsible living to consumers, and advocating for true corporate responsibility and sustainable business practices, not because these philosophies are popular, but because he believes they are the philosophies that will make the world a better place," said Chuck Maniscalco. "I feel privileged to be entrusted with this higher standard brand which, with its mission and proven track record of success, is poised for tremendous growth. Best of all, I am deeply humbled, and at the same time thrilled to be a part of the Seventh Generation family and all for which it stands."

"I have successfully guided Seventh Generation from infancy through its adolescence, but now is the right time for me to step aside so the company can transition to the next level of growth in its journey," said Jeffrey Hollender. "We were looking for a special leader -- someone who maintains a rare combination of unparalleled business acumen with an innate philosophical grounding in line with our vision -- and Chuck was the natural choice."

Maniscalco will be charged with driving growth of the Seventh Generation brand, while staying true to the company's mission. Twenty years ago, the company launched as one of the country's first self-declared socially responsible companies. Since then, it has grown to one of the premier environmentally friendly brands. Seventh Generation brand-name products include: non-chlorine bleach, 100% recycled paper towels, bathroom and facial tissues, and napkins; non-toxic, phosphate-free cleaning, dish and laundry products; plastic trash bags made from recycled plastic; chlorine-free baby diapers, training pants, and baby wipes; and chlorine-free feminine care products, including organic cotton tampons. The company dedicates 10 percent of profits to environmental, health and responsible business organizations working for positive change.

Maniscalco is the former chief executive of the nearly $10 billion division of PepsiCo Inc. During his tenure he enhanced a world class marketing organization, fueling growth and profitability in an extremely competitive consumer products segment. Maniscalco started his career in market research in 1980 and moved up the ranks to become president of Quaker Snacks and subsequently president of the Quaker Oats Convenience Foods business. He served as President of Gatorade and Propel brands and delivered two-fold growth over four years while pioneering the enhanced water beverage category with the introduction of Propel, which became a $500 million brand in its first four years. Maniscalco assumed the title of President and CEO of Quaker Tropicana Gatorade where he built a worldwide reputation as a strategic brand manager. He is also the founder of Manifest Leadership, a consulting firm dedicated to authentic leadership development.

Hollender will continue to serve as director and Executive Chairman of the company under a long-term contract and continues to hold a significant equity stake in Seventh Generation. Hollender recently developed a new TV show, "Big Green Lies," and his newest book, "Good Company," will be published in February 2010 by Josse-Bass. Currently, Hollender serves on the Board of Directors of Greenpeace USA; Healthy Child Healthy World (formerly Children's Health Environmental Coalition); Vermont Businesses for Social Responsibility; Verite, a nonprofit organization dedicated to eliminating labor and human rights abuses; and Alloy Inc., a publicly traded company.


Seventh Generation is committed to being the most trusted brand of household and personal care products for your living home. Their products are healthy and safe for the air, the surfaces, the fabrics, the pets, and the people within your home -- and for the community and environment outside of it.

For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit To read more about Seventh Generation's corporate responsibility, visit the Corporate Consciousness Report at:

Contact Information: Contact: Chrystie Heimert (802) 658-3773 x620