# Seventh Generation: Alan Newman and Jeffrey Hollender

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-01-25
- Length: 1h 33m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender

## Summary

Alan Newman and Jeffrey Hollender, co-founders of Seventh Generation, recount the company's evolution from a Vermont-based mail-order catalog to a major eco-friendly household brand acquired by Unilever. They discuss the strategic pivot from catalog sales to retail distribution, the operational challenges of sourcing recycled paper products, and the intense, often bitter, partnership dynamics that led to Newman's ousting and later Hollender's firing. The episode highlights their contrasting leadership styles, the importance of written agreements in co-founder relationships, and the company's journey through early production hurdles, recession, and eventual scale-up.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=0) Introduction: Alan Newman and Jeffrey Hollender on Seventh Generation
- [5:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=316) Jeffrey Hollender's Early Ventures: Skills Exchange and Books on Tape
- [12:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=739) Alan Newman's Path: Garden Supply and the Genesis of 7th Generation
- [26:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=1579) The Partnership: Combining Capital and Operations
- [32:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=1944) Early Manufacturing: Co-packers, Recycled Paper, and the String Bag Nightmare
- [40:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=2432) The 1991 Recession, Layoffs, and the Sabbatical Fallout
- [54:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=3285) The Retail Pivot: Leaving the Catalog for Whole Foods and Grocery Stores
- [1:06:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=3976) Sustainability Challenges, Product Failures, and Going Private
- [1:15:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=4530) Jeffrey Hollender's Ouster and Alan Newman's Reaction
- [1:18:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=4716) Alan Newman's Next Venture: Magic Hat Brewing Company
- [1:28:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-01-25-seventh-generation-alan-newman-and-jeffrey-hollender#t=5300) Lessons on Co-founder Agreements and Legacy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Seventh Generation (company)
- Unilever (company)
- Garden Supply (company)
- Renew America (company)
- Magic Hat Brewing Company (company)
- Whole Foods (company)
- Albertsons (company)
- Lysol (product)
- Bounty (product)
- Zealite (other)

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- [Founder + Funder: Fundraising, Founder-Investor Fit, and Building the Next Big Breakfast Brand with Emily Groden of Evergreen and Brian Bernstein of Rich Products Ventures](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-20-founder-funder-fundraising-founder-investor-fit-and-building-the-next-big-breakf) (The Startup CPG Podcast)
- [#51 Pure Gold Series: Ask Seth Goldman Anything! Plus the Announcement of Just Ice Tea](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-06-51-pure-gold-series-ask-seth-goldman-anything-plus-the-announcement-of-just-ice) (The Startup CPG Podcast)
- [Founder Feature:  Elan Halpern & Kiki Couchman of Sourmilk](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-07-founder-feature-elan-halpern-kiki-couchman-of-sourmilk) (The Startup CPG Podcast)
- [#115 Pure Gold Series: Lessons on Iterating from Seth Goldman + Updates on Eat the Change & Just Ice Tea](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-11-21-115-pure-gold-series-lessons-on-iterating-from-seth-goldman-updates-on-eat-the-c) (The Startup CPG Podcast)

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