Seventh Generation's President, Jeffrey Hollender, states in his letter that "Target is ahead of many large corporations in having prepared an extensive report on its social, economic, and environmental practices, and the chain has policies on land procurement that include consideration of historical sites, a factor that rarely concerns other companies in its class...Target will sell almost half of the products we make. Better still, they'll feature us in two special end-of-aisle displays that will include consumer education materials we've designed to help consumers understand what we're about and why our products are the healthier, safer choice..."
" We're estimating that the impact of that kind of distribution could increase the total amount of consumers we're able to reach by anywhere from 25 to 50 percent. That's a huge potential impact, one with the power to make more families and more of the environment far healthier than we could ever hope to make them on our own".
That's a similar point to the one TreeHugger made in its coverage of Wal-mart's newly constructed LEED certified Supercenter: bigger seldom starts "better" but it can help spread it faster. Mainstreaming the green is alright with us.