Seventh Generation: Alan Newman and Jeffrey Hollender. A Partnership that Flourished—until it Failed. (2021)

Seventh Generation emerged from a mail-order catalog selling eco-friendly goods, eventually becoming a mass-market leader in sustainable household products. Founders Jeffrey Hollender and Alan Newman built the company on a foundation of environmental advocacy, though their partnership dissolved in 1992 after a bitter falling out. Following Newman's departure, Hollender pivoted the business toward retail distribution, securing placements in major stores like Whole Foods and Albertsons. Despite the company’s success, internal tensions regarding leadership style and board relations led to Hollender’s ouster in 2010. The company was later acquired by Unilever for hundreds of millions of dollars. This history highlights the complexities of co-founder dynamics, the necessity of aligning board expectations with company mission, and the challenges of scaling a mission-driven business while maintaining authentic values.