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BJ’s Wholesale Club Launches Generation Earth

BJ’s Wholesale Club said last week it added a new private label line to its portfolio, an environmentally friendly line called Generation Earth.

The brand mission of the Generation Earth products is to develop and sell goods that are responsibly sourced and manufactured, using fewer resources and without the use of harmful ingredients, the company said.

Products under the Generation Earth label fall into two segments, “good for you” and “good for the environment” and categories include paper, cleaning supplies, laundry care, baby, pet, over the counter and health and beauty.

“We wanted to make a difference at BJ’s with the Generation Earth brand. As a company we believe we have a responsibility to help preserve the Earth for the many generations to come,” said Kristine Modugno, assistant vice president for BJ’s private label division. “I’m proud of what BJ’s is doing for our environment and believe that our members will be thrilled to know that the company is doing its part to preserve the environment.”

All Generation Earth “good for you” products are about using what is good and natural from the earth to do good for you and your body. Categories in this segment include health and beauty and over-the-counter products.

As well all Generation Earth “good for the environment” items are designed to be ecoefficient, which means getting more from less or more products from fewer resources.

Each product features a story which speaks to the quality and performance, encourages transparency and helps educate our members on why they are better for them and the environment. For example, the story for the paper goods category (napkins, paper towels and bath tissue) explains how these products are “tree positive” – for every one tree used; two are planted in its place.

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