Burt's Bees, Tom's of Maine, Naked Juice: Your Favorite Brands? Take Another Look -- They May Not Be What They Seem

By Andrea Whitfill, AlterNet. Posted March 17, 2009.

Upon first meeting someone, I can usually tell a quite a lot about them by the contents of their bathroom. The brand I see most often behind medicine cabinets of people I consider to be environmentally conscious is Tom's of Maine. What Tom's says to me about the person is that they are willing to spend a little bit of extra cash in order to take proactive steps to help green the Earth.

Well, no more. My bathroom assessments will never be the same. Tom's of Maine is owned by Colgate-Palmolive, a massive, tanklike company with an estimated 36,000 employees and revenue of approximately $11.4 billion. Its big products include: Ajax, Anbesol and Speedstick.

I am only left to wonder, is Trader Joe's, popularly known to showcase Tom's of Maine in its hygiene department, just as much in the dark about all of this as I have been? Or is Joe's simply another conduit for big corporate products?

As my curiosity grew, I took a little field trip to the grocery store with one of my friends to be a "brand anthropologist." "Let's get to the bottom of this," I said, aiming to check out all of the brands that I and countless other good consumers were buying in our efforts to support grassroots business and not corporate behemoths. Little did I know how deep the hole was going to be, and in some cases, how hard to find out who owns what.

Thinking Dairy

In the dairy section sit many flavors of Stoneyfield Farm Yogurt. I knew its socially conscious CEO, Gary Hirshberg, had created major organic brand recognition to become the No. 1 seller of organic yogurt in the United States, but since then Danone, the French conglomerate (which also owns Brown Cow), acquired a majority holding in Stoneyfield. This is the same Danone that had to recall large quantities of its yogurt in 2007 after it was found to contain unsafe levels of dioxins. (In an interesting twist, the still-active Hirshberg sits on the board of Dannon U.S.A. Unlike most of the early entrepreneurs, who took the dough and left the scene, Hirshberg is still involved. )

Meanwhile, I learned that Horizon Organic milk was bought out by the largest diary company in the U.S., Dean Foods Co., in 2005.

Thirsty? Juices and Water

Next I ventured to the juice section. Drinking Odwalla juices was an expensive habit I had justified for years because of its healthy California brand. The ubiquitous refrigerators in thousands of stores should have given it away that Odwalla wasn't the small company it once was. It is now owned by Coca-Cola. Almost as soon as Coca-Cola bought the company, back in 2001 for $181 million, it stopped selling the fresh-squeezed OJ that had made Odwalla famous and popular among the healthy set. With its massive distribution system, fresh squeezed wouldn't last the days and weeks the juices are in transit or on the shelf.

Not to be outdone (although it took it a while), Pepsi bought Naked Juice in 2006 for $450 million, in order to compete with Odwalla. Smuckers, the brand we are told is the "brand we can trust", grabbed several juice mainstays from the health food store shelves: After the fall -- R.W. Knudsen and Santa Cruz Organic.

Turns out that Coca-Cola also owns Glaceau, the company once known for its "fresh new approach to bottled water that is inspired by nature and enhanced by science." Glaceau is the maker of Vitamin Water, Fruit Water, Smart Water and Vitamin Energy -- all bottled waters that are adorably marketed and loaded with sugar. It's no wonder Coca-Cola was slapped with a lawsuit in 2006 for making deceptive and unsubstantiated health claims in its Vitamin Water marketing strategies; they are selling glorified sugar water.

As for bottled water, egads! That's a whole article in and of itself. The scourge of bottled water, of course, is an environmental disaster on many levels, as corporations have moved in to take control of water local supplies, while some of the same companies and their mega advertising budgets have created a giant market for bottled water, with enormous waste from plastic bottles and giant carbon foot prints as water is shipped over many thousands of miles from Fiji for example, or Italy, when pretty much no bottled water is needed. Frequently, tap water is of higher quality and more closely tested than bottled water.

See more stories tagged with: corporations, sustainable, selling out, socially conscious

Andrea Whitfill is a freelance writer residing in Brooklyn, N.Y.

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