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Today's The New York Times' "Business of Green" special section has a fascinating article about the latest eco-marriage: Clorox and The Sierra Club. The "green trench warfare" Method's Adam Lowry refers to in our Fast 50 issue (#16) has officially gone full throttle. With Method and Seventh Generation head to head in sales clocking in at around $100 million, respectively, Clorox's newest posterboy is none other than Sierra Club heavy hitter Carl Pope.

Pope has paired up with Clorox CEO Donald Knauss, to put environmental muscle behind its new "99% natural" Green Works brand. For Clorox, it's the first new line they've launched in nearly 20 years. What's more startling: in Sierra Club's 116-year-history, it's the first time they've ever endorsed a product. Why, explains Pope? The best way to convince consumers to purchase green cleaning products is for the grandaddy of eco-activists to pair up with the grandaddy of clean kitchens.

What's even more head-turning is that Sierra Club will "receive an undisclosed portion of the proceeds." Over the past year it's been remarkable watching activist groups turn from rock throwers to deal-makers. Is this part of Sierra Club's new business friendly strategy? Are we witnessing dollar signs in the eyes of environmental groups—or is taking money the only way for these groups to get an influential voice in company boardrooms? Which environmental groups are taking it too far?