• New York Times, Wednesday, November 24, 2010 10:41 AM

Herbert Fisk Johnson III, chairman and CEO of S. C. Johnson & Son, will tell consumers about his family-owned company's commitment to disclosing the ingredients of household cleaning products such Glade, Pledge and Windex in a spot that will break during CBS' coverage of the Thanksgiving Day parade tomorrow and will then move online in a big way.

Stuart Elliott reports that the promise by S. C. Johnson to disclose "all of our ingredients, right down to the fragrances and dyes," is part of the "family company" campaign that began last year. Johnson, known around Racine, Wis., as "Fisk," is the fifth generation of his family to lead the company.

"If we're really going to make progress on the environment, we have to empower consumers to make more environmental choices," Johnson tells Elliott. "We need to inform them in practical ways, and this ingredient disclosure is a very logical next step."

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