To Seventh Generation, green is good. The term means environmentally friendly and nontoxic. For the conscientious company, it also means money in the bank. It makes cleaning and laundry supplies, paper products, personal care items, and diapers and wipes under the Seventh Generation name, which is derived from the Iroquois practice of considering how decisions may affect the next seven generations. Suppliers make its products, which are sold in the US and Canada through such retailers as Target, Whole Foods, Wal-Mart, and Amazon.com, from recycled or renewable materials using nontoxic ingredients. In business since 1988, the company is owned by its founder, Jeffrey Hollender, and a group of investors.