Burt's Bees tells a compelling brand story. In fact, the website creates a great deal of hype about their mission, vision and values that sells the story as a complete package.
Humble beekeeper, Burt Schavitz spent his days tending his bees and selling honey in old pickle jars from the back of his pick up truck to the fine folks of Dexter, Maine. In 1984 he picked up a hitchhiker, Roxanne Quimby, love bloomed and together they launched the all-natural inspired health care products known today as Burt's Bees.
Burt's Bees is distributed all over - Target, CVS and even Wal-Mart. To the conscious consumer this looks like a great victory. Even coporate America is on board with the "green" thing right? Wrong. Guess who owns Burt's Bees. Go on give it a try. Answer: Clorox the bleach company.
The road to Clorox began in the 90's when things between Shavitz's and Quimby's relationship went south. Quimby bought out Schavitz for a 6-figure sum and went on to grow the brand. In 2003, a private equity firm got interested and bought an 80% share from Quimby who retained 20% of the company and sat on the board. In late 2007 the company was sold to Clorox for $925 million. That is quite a sell out and a snow job on conscientious consumers!
Andrea Whitfill, reveals the sordid details of Burt's Bees and more of your favorite socially conscious brands in an article posted on Alternet. The article is a great reminder that things are not always what they seem.
--till next week Restore, Recycle, Refresh & Renew
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