Am I the only one who is getting sick of hearing about small, homegrown eco-brands being bought by big corporations and investment groups? By no means am I against the development of a just and planet-friendly company, but this is getting ridiculous. Is it impossible for a company to be profitable without “submitting” to the bigwigs who harvested the problems with our current marketplace?

Odwalla and Tom’s of Maine are two of the most notable acquisitions in recent years. December 2006 brought the announcement of two more: Avalon being bought by Hain Celestial and Van’s Foods being bought by Healthy Food Holdings. Thanks to the linked article, I was also informed that Naked Juice, Jason, and Zia have all been bought by these types of mega-groups; no wonder it is so easy to find them on store shelves!

While these changeovers do help to get natural and organic brands the attention they deserve, are the companies buying them doing it for the right reasons? The wording in the NFM article leads me to believe that they are way off base. The growing eco-market is one that should not be ignored in terms of profits, but there are reasons why it is so popular with consumers: safer, healthier, better for the planet … etc. Making money is vital to a company’s success, but these buyers need to remember why people started these businesses in the first place: to help make a difference for their families and mother Earth. As Avalon and Van’s are marketed to stores and regions they wouldn’t normally have been able to reach on their own, will their values suffer to help them fit in? Being different is what made them stand out in the first place.

In the last 2006 issue of VegNews, a great article was featured on this topic, though with a different spin. From a vegetarian (and concerned citizen) aspect, can you justifying buying items from these brands after they have been acquired? For example, Tom’s of Maine was purchased by Colgate, which is known to do animal testing. As a forward-thinking, eco-concerned individual, would you continue to get your toothpaste and shave cream from Tom’s, knowing that you are also funneling money to a company that does such cruel and needless actions? Or, in turn, how about Odwalla being bought by Coca Cola? Why buy healthy fruit drinks from a company that sells needless sugary beverages to kids and adults, adding to the obesity problem in this country?

Though a number of new opportunities to expand business present themselves upon being purchased by a larger company, the ethical and eco-market implications need to be studied as well. I think I’ll stick to my Dr. Bronner’s, Aubrey Organics, and Amy’s dinners for now :)

(Image courtesy of Rob Lee)