Going “green” has become a very big business. Companies are filling the store shelves with environmentally conscious, eco-friendly alternatives. The organic food market has shown the strongest “green” growth with revenue increasing 238% from 2002 to 2011 as compared with an overall food market revenue growth of only 33% during the same period. Whole Foods, a leader in organic products, saw its stock price rise from $4.27 in late 2008 to $51.55 as of the first quarter of 2014.
This surging growth, coupled with consumers’ admitted willingness to pay a premium for “green” products, naturally explains why big corporate players are trying to establish market share in the “green” market. For example, Clorox recently funded and produced an entire web series seeking to plug and sell its line of “green” product cleaners.