# Seventh Generation: Alan Newman and Jeffrey Hollender. A Partnership that Flourished—until it Failed. (2021)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-09-28
- Length: 1h 31m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-28-seventh-generation-alan-newman-and-jeffrey-hollender-a-partnership-that-flourish

## Summary

Alan Newman and Jeffrey Hollender, co-founders of Seventh Generation, recount their partnership, which built an eco-friendly household brand from a Vermont catalog into a major retail presence before fracturing in 1992. They discuss the operational challenges of early production, including a software failure with French string bags and manufacturing resistance to recycled toilet paper, and the strategic pivot to retail that led to a $700 million acquisition by Unilever. The episode highlights the bitter fallout of their breakup, including a 'Dear John' letter and subsequent firings, while reflecting on the importance of clear co-founder agreements and complementary leadership styles.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-28-seventh-generation-alan-newman-and-jeffrey-hollender-a-partnership-that-flourish#t=0) Introduction: Seventh Generation's origins and the founders' backgrounds
- [14:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-28-seventh-generation-alan-newman-and-jeffrey-hollender-a-partnership-that-flourish#t=840) Alan Newman's catalog business and meeting Jeffrey Hollender
- [26:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-28-seventh-generation-alan-newman-and-jeffrey-hollender-a-partnership-that-flourish#t=1613) Forming the partnership and early office culture
- [42:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-28-seventh-generation-alan-newman-and-jeffrey-hollender-a-partnership-that-flourish#t=2565) The 1991 crisis, sabbatical, and the 'Dear John' letter
- [54:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-28-seventh-generation-alan-newman-and-jeffrey-hollender-a-partnership-that-flourish#t=3241) Post-breakup: Jeffrey's retail pivot and eventual firing
- [1:29:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-28-seventh-generation-alan-newman-and-jeffrey-hollender-a-partnership-that-flourish#t=5345) Reflections on partnership, legacy, and Unilever acquisition

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Seventh Generation (company)
- Unilever (company)
- Garden Supply (company)
- Renew America (company)
- Magic Hat Brewing Company (company)
- Whole Foods (company)
- Albertsons (company)
- Cobalt (tool)

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## Citing this page

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