Natural Products Association Grants First Natural Home Care Seal To Green Works® Natural Bathroom Cleaner

The Natural Products Association granted its Natural Home Care seal to Green Works® Natural Bathroom Cleaner today, making it the first home cleaning product to be certified as natural under the organization’s new certification program.

The seal means that the NPA and an independent third-party certifier have reviewed the product’s ingredients and manufacturing processes and determined that it meets the organization’s rigorous guidelines.

The certification of Green Works® Natural Bathroom Cleaner represents an important first step in the NPA’s goal to eliminate consumer confusion about what it means for a product to be natural. Until the NPA launched its home care product standard in February, there was no independent certification program in place focused exclusively on verification of natural ingredients and products. Now, the NPA’s easily identifiable seal will help consumers discern which products meet its high standard of “natural.”

In addition to Green Works® Natural Bathroom Cleaner, the makers of Green Works® products have submitted several other products to the NPA for review. Additional Green Works® natural cleaning products should receive certification throughout the year.

“The NPA’s standard adds integrity and transparency to the natural marketplace and we are proud to be the first brand to carry the seal,” said Nick Vlahos, general manager for Green Works® natural cleaners. “Over the coming months, we intend to aggressively pursue this certification across our product line – all with the goal of helping shoppers and retailers alike gain confidence in what it means for a home care product to be called natural.”

Despite a surge in the popularity of natural cleaners, confusion among consumers about what makes such products natural is high. A recent national survey* found that 77 percent of those surveyed reported confusion as to what natural means when it comes to home care products.

“The new natural standard for home care and the products that receive the NPA’s certification seal will inject integrity into natural, and provide peace of mind in the marketplace for the person who matters most, the consumer," said Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs at the NPA.