"We've shifted dramatically in the way we see the world," says
Hollender, who now bears executive chairman and "chief inspired protagonist" titles at Seventh Generation.
That shifting view, of course, has been prompted by big changes at the
retailer and a personal relationship that dates back to 2006, when Hollender heard that Wal-Mart CEO Lee Scott was reading his book. Wal-Mart also enlisted government representatives and groups like
the Environmental Defense Fund to develop a well-chronicled sustainability program.
"We're not just putting [Seventh Generation's] products on the shelf," says Al Dominguez, Wal-Mart's vp of household chemicals and paper goods. "We want their help in developing a category that's more sustainable."
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