This Earth Day, why not boycott Burt’s Bees?
This year is the 40th anniversary of Earth Day, which takes place (as always) on April 22 (it happens to be the birthday of one of the founders, that’s how they picked the date).
To celebrate, according to the L.A. Times, the Burt’s Bees company will be handing out product samples, smoothies blended by the action of a bicycle — and fake “look-like-Burt” beards.
But for all the eco-friendly things that Burt’s Bees may do (the LAT says they’ve “been using recycled packaging long before it got trendy”) I haven’t been able to think about the company the same way since I read about its tumultuous founding.
That guy, “Burt” on the packaging? He was just an old beekeeper, living in a turkey coop in Maine.
Then he met a girl. Then they started selling beeswax products at farmer’s markets and the like, and then they founded a company.
For some reason, he only had a 1/3 share of this company, while his “girlfriend” got a 2/3 share. When they broke up, she bought out his share for a $130,000 house (which he later sold to go back to his turkey coop).
A few years later, she turned around and sold the company — first to a private equity firm, then to Clorox, the bleach company. She made some $300 million.
Feeling guilty, she did send a little bit more money Burt’s way — about $4 million. And he gets paid an “undisclosed amount” for the use of his name and image.
And maybe that’s fair. But I can no longer feel the same way about Burt’s Bees as I used to — it’s missing the very authenticity that it’s striving for.
According to the New York Times feature where I learned most of this (read it here), Clorox is hoping to learn from Burt’s Bees’ environmental practices — to make greener bleach, and a greener company. I can’t judge how that’s going.
But with all the feel-good bike-churned smoothies that Burt’s Bees will be handing out in L.A. (with compostable cups!) they’ll also be handing out fake beards so you can parade around, looking like their corporate image. Are the fake beards environmentally friendly? Who knows, maybe they are.
But I don’t think they’re morally friendly. I don’t get the sense that they’re honouring the back-to-the-land, natural-living ethos of a beekeeper who lives in a turkey coop without electricity or running water. Maybe they’ve paid him enough — $4 million plus an annual image licensing fee is a lot of money — and maybe he’s satisfied. But I’m not.







