# Advice Line with Jeffrey Hollender of Seventh Generation

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-05-28
- Length: 46m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation

## Summary

Guy Raz is joined by Seventh Generation co-founder Jeffrey Hollender to advise three early-stage founders: Christina Molinaro of 25 and Pine, who builds convertible toddler/adult furniture; Phil Holstead of Red Truck Orchards, who produces farm-made cherry vinegar; and Caroline Buck of Petaluma, who sells plant-based dog food. Hollender discusses the concept of 'greenhushing' in social business, the importance of building a financial case for purpose-driven work, and warns against the stress of hyper-growth. The founders receive specific advice on marketing strategies, including influencer seeding, sampling, and messaging to overcome consumer skepticism.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation#t=0) Introduction and Guest Background
- [3:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation#t=218) Greenhushing and Purpose-Driven Business
- [7:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation#t=447) Advice for 25 and Pine: Furniture Marketing
- [19:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation#t=1161) Advice for Red Truck Orchards: Vinegar Messaging
- [31:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation#t=1867) Advice for Petaluma: Plant-Based Dog Food
- [44:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation#t=2672) Reflections on Growth and Stress

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Seventh Generation (company)
- Unilever (company)
- 25 and Pine (company)
- Red Truck Orchards (company)
- Petaluma (company)
- U.S. Bank (company)
- NYU (company)

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## Citing this page

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