News / Retailer News

BJ’s Wholesale Club Launches Generation Earth

June 19, 2013

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.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Jamie Grill-Goodman

You must login or register in order to post a comment.



Image Galleries

April 2014 New Non-Food Products

This month's new non-food products include sunscreen bands, makeup remover, lip balm, jumbo cotton balls, healing ointment, and a shelf-management system for better merchandising.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts


Private Label Buyer Magazine

PLB April 2014 cover

April 2014

The April 2014 issue of Private Label Buyer includes articles on Omnichannel, store brand sauces, and more. Check it out today!

Table Of Contents Subscribe

NBB Private Label Foods

Which factors will drive further awareness—and development—of national-brand-better (NBB) private label foods?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

plbuyer superstore logo


facebook_40px twitter_40px  youtube_40pxlinkedin_40px