SEVENTH GENERATION INC
10QSB, 1996-08-13
CATALOG & MAIL-ORDER HOUSES
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                     U.S. SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                   FORM 10-QSB

[X]      QUARTERLY  REPORT UNDER SECTION 13 OR 15(d) OF THE SECURITIES  EXCHANGE
         ACT OF 1934 FOR THE QUARTER ENDED JUNE 30, 1996

[ ]      TRANSITION REPORT UNDER SECTION 13 OR 15(d) OF THE SECURITIES
         EXCHANGE ACT OF 1934 FOR THE TRANSITION PERIOD FROM ____________
         TO ____________

Commission File Number 1-12614


                             SEVENTH GENERATION, INC.
      (Exact name of small business issuer as specified in its charter)


                  Vermont                                03-0300509

(State or other jurisdiction of incorporation         (I.R.S. Employer 
              or organization)                     Identification Number)



             1 Mill Street, Box A26, Burlington, VT 05401-1530
                  (Address of principal executive offices)


                             (802) 658-3773
                       (Issuer's telephone number)


- --------------------------------------------------------------------------------
(Former name, former address and former fiscal year, if changed since 
last report)


Check  whether the issuer (1) filed all reports  required to be filed by Section
13 or 15(d) of the  Exchange  Act during the past 12 months (or for such shorter
period that the registrant was required to file such reports),  and (2) has been
subject to such filing requirements for the past 90 days. Yes [ X ] No [ ]

The number of shares of Common  Stock,  $.000333 par value,  outstanding  as of
July 31, 1996 was  2,428,791.  The number of Redeemable  Common Stock  Purchase
Warrants outstanding as of July 31, 1996 was 1,603,080.

Transitional Small Business Disclosure Format (check one)  Yes [ ]  No [X]

TOTAL NUMBER OF PAGES:  21                 EXHIBIT INDEX APPEARS ON PAGE:   17
<PAGE>
                         PART I. FINANCIAL INFORMATION

ITEM 1.  FINANCIAL STATEMENTS

                            SEVENTH GENERATION, INC.
                          CONSOLIDATED BALANCE SHEETS
                      June 30, 1996 and December 31, 1995

                                    ASSETS
<TABLE>
                                                                                  June 30,               December 31,
                                                                                    1996                     1995
                                                                            =====================    =====================

                                                                     
                                                                                (Unaudited)
<S>                                                                       <C>                      <C>
Current assets:
  Cash and cash equivalents                                               $            1,188,295   $            1,609,476
  Accounts receivable-trade, net of allowance for doubtful
     accounts of $79,800 and $56,800 at June 30, 1996 and
     December 31, 1995, respectively                                                     614,168                  600,534
  Accounts receivable-other                                                               37,413                   49,118
  Inventories                                                                            262,343                  183,977
  Other  assets                                                                           93,137                   97,351
                                                                            ---------------------    ---------------------

     Total current assets                                                              2,195,356                2,540,456
                                                                            ---------------------    ---------------------

Equipment:
  Computer equipment                                                                      40,928                   37,990
  Office equipment and furniture                                                          28,735                   27,948
                                                                            ---------------------    ---------------------
                                                                                          69,663                   65,938

  Less accumulated depreciation and amortization                                          47,816                   42,877
                                                                            ---------------------    ---------------------

     Equipment, net                                                                       21,847                   23,061
                                                                            ---------------------    ---------------------


  Deposits and other assets                                                               15,927                   14,203
                                                                            ---------------------    ---------------------

     Total assets                                                         $            2,233,130   $            2,577,720
                                                                            =====================    =====================

</TABLE>


                See accompanying notes to financial statements.
                                  2
<PAGE>
                            SEVENTH GENERATION, INC.
                          CONSOLIDATED BALANCE SHEETS
                      June 30, 1996 and December 31, 1995

                      LIABILITIES AND STOCKHOLDERS' EQUITY
<TABLE>
                                                                                  June 30,               December 31,
                                                                                    1996                     1995
                                                                            =====================    =====================
                                                                                (Unaudited)
<S>                                                                       <C>                      <C>
Current liabilities:
  Current installments of subordinated convertible debentures             $              100,000   $              180,000
  Accounts payable-trade                                                                 311,755                  298,507
  Other accrued expenses                                                                 182,703                  106,511
  Deferred income                                                                                                  12,500
                                                                            ---------------------    ---------------------

     Total current liabilities                                                           594,458                  597,518

Long-term debt:
  Subordinated convertible debentures,
     excluding current installments                                                      720,000                  820,000
                                                                            ---------------------    ---------------------

     Total liabilities                                                                 1,314,458                1,417,518
                                                                            ---------------------    ---------------------

Commitments and contingencies

Stockholders' equity:
  Preferred stock - $.001 par value; 2,500,000 shares authorized;
     none issued
  Common stock-$.000333 par value; 15,000,000 shares authorized;
     2,428,791 shares issued and outstanding in 1996 and 1995                                809                      809
  Additional paid-in capital                                                          12,264,623               12,264,623
  Accumulated deficit                                                                (11,346,760)             (11,105,230)
                                                                            ---------------------    ---------------------

     Total stockholders' equity                                                          918,672                1,160,202
                                                                            ---------------------    ---------------------

     Total liabilities and stockholders' equity                           $            2,233,130   $            2,577,720
                                                                            =====================    =====================

</TABLE>

                See accompanying notes to financial statements.
                                  3
<PAGE>



                            SEVENTH GENERATION, INC.
                      CONSOLIDATED STATEMENT OF OPERATIONS

                FOR THE THREE MONTHS ENDED JUNE 30, 1996 AND 1995

<TABLE>
                                                                                            For the Three Months Ended
                                                                                         June 30,                June 30,
                                                                                           1996                    1995
                                                                                    ===================     ====================
                                                                                         (Unaudited)           (Unaudited)
<S>                                                                               <C>                     <C>            
Revenue:
    Sales                                                                         $          1,240,013    $             644,919

Cost of sales                                                                                  943,573                  432,848
                                                                                    -------------------     --------------------
    Gross profit                                                                               296,440                  212,071

Other operating income                                                                                                   37,500
                                                                                    -------------------     --------------------
                                                                                               296,440                  249,571
                                                                                    -------------------     --------------------
Operating expenses:
   Selling and marketing expenses                                                              222,677                  122,748
   Operations and distribution expenses                                                         88,050                   73,479
   General and administrative expenses                                                         144,080                   98,294
                                                                                    -------------------     --------------------
        Total operating expenses                                                               454,807                  294,521
                                                                                    -------------------     --------------------

        Loss from continuing operations                                                       (158,367)                 (44,950)
                                                                                    -------------------     --------------------
Other income/(expense):
   Interest income                                                                              13,668                   19,999
   Interest expense                                                                            (20,989)                 (25,476)
   Other                                                                                          (239)                    (238)
                                                                                    -------------------     --------------------
        Total other expense, net                                                                (7,560)                  (5,715)
                                                                                    -------------------     --------------------

Net loss from continuing operations                                                           (165,927)                 (50,665)
                                                                                    -------------------     --------------------
Discontinued operations:
  Loss from discontinued operations                                                                                     (45,832)

Gain on disposal of discontinued catalog operation, including
  provision for operating losses of $12,390 during phase-out
  period (net of income taxes of $2,000 in 1995)                                                                        760,105
                                                                                    -------------------     --------------------
Income from discontinued operations                                                                                     714,273
                                                                                    -------------------     --------------------
         Net income (loss)                                                         $          (165,927)    $            663,608
                                                                                    ===================     ====================

Income (loss) per common share:
   Loss from continuing operations                                                 $             (0.07)    $              (0.02)
   Loss from discontinued catalog operation                                                                               (0.02)
   Gain on disposal of discontinued catalog operation                                                                      0.31
                                                                                    -------------------     --------------------
Net income (loss) per common share                                                 $             (0.07)    $               0.27
                                                                                    ===================     ====================

Weighted average shares outstanding during the period                                        2,428,791                2,428,791
                                                                                    ===================     ====================
</TABLE>

                See accompanying notes to financial statements.
                                  4
<PAGE>
                            SEVENTH GENERATION, INC.
                      CONSOLIDATED STATEMENT OF OPERATIONS

                  FOR THE SIX MONTHS ENDED JUNE 30, 1996 AND 1995

<TABLE>
                                                                                            For the Three Months Ended
                                                                                         June 30,                June 30,
                                                                                           1996                    1995
                                                                                    ===================     ====================
                                                                                         (Unaudited)           (Unaudited)
<S>                                                                               <C>                     <C>            
Revenue:
    Sales                                                                         $          2,558,617    $           1,188,852

Cost of sales                                                                                1,835,510                  766,557
                                                                                    -------------------     --------------------
    Gross profit                                                                               723,107                  422,295

Other operating income                                                                          12,500                   37,500
                                                                                    -------------------     --------------------
                                                                                               735,607                  459,795
                                                                                    -------------------     --------------------
Operating expenses:
   Selling and marketing expenses                                                              443,425                  256,566
   Operations and distribution expenses                                                        208,705                  169,656
   General and administrative expenses                                                         312,138                  190,405
                                                                                    -------------------     --------------------
        Total operating expenses                                                               964,268                  616,627
                                                                                    -------------------     --------------------

        Loss from continuing operations                                                       (228,661)                (156,832)
                                                                                    -------------------     --------------------
Other income/(expense):
   Interest income                                                                              32,265                   33,103
   Interest expense                                                                            (44,658)                 (52,016)
   Other                                                                                          (476)                    (476)
                                                                                    -------------------     --------------------
        Total other expense, net                                                               (12,869)                 (19,389)
                                                                                    -------------------     --------------------

Net loss from continuing operations                                                           (241,530)                (176,221)
                                                                                    -------------------     --------------------
Discontinued operations:
  Loss from discontinued operations                                                                                    (123,530)

Gain on disposal of discontinued catalog operation, including
  provision for operating losses of $12,390 during phase-out
  period (net of income taxes of $2,000 in 1995)                                                                        760,105
                                                                                    -------------------     --------------------
Income from discontinued operations                                                                                     636,575
                                                                                    -------------------     --------------------
         Net income (loss)                                                         $          (241,530)    $            460,354
                                                                                    ===================     ====================

Income (loss) per common share:
   Loss from continuing operations                                                 $             (0.10)    $              (0.07)
   Loss from discontinued catalog operation                                                                               (0.05)
   Gain on disposal of discontinued catalog operation                                                                      0.31
                                                                                    -------------------     --------------------
Net income (loss) per common share                                                 $             (0.10)    $               0.19
                                                                                    ===================     ====================

Weighted average shares outstanding during the period                                        2,428,791                2,428,791
                                                                                    ===================     ====================
</TABLE>

                See accompanying notes to financial statements.
                                  5
<PAGE>

                            SEVENTH GENERATION, INC.
                      CONSOLIDATED STATEMENT OF CASH FLOWS

                FOR THE SIX MONTHS ENDED JUNE 30, 1996 AND 1995

<TABLE>
                                                                                  For the Six Months Ended

                                                                             June 30,                 June 30,
                                                                               1996                     1995
                                                                       =====================    =====================
                                                                           (Unaudited)              (Unaudited)
<S>                                                                   <C>                      <C>
Cash flows from operating activities:
   Net loss                                                           $            (241,530)   $             460,354
   Adjustments to reconcile net income (loss) to net cash
      used in operating activities:

      Depreciation and amortization                                                   4,940                    7,103
      Provision for doubtful accounts                                                15,010

   Changes in assets and liabilities:
      (Increase) decrease in accounts receivable-trade                              (28,644)                 (18,716)
      (Increase) decrease in accounts receivable-other                               11,705                  (35,567)
      (Increase) decrease in inventories                                            (78,366)                  (6,622)
      (Increase) decrease in other prepaid expenses                                   4,214                   36,973
      (Increase) decrease in other assets                                            (1,724)                   7,793
      (Increase) decrease in assets of discontinued catalog
                 operation - net                                                                             464,568
      Increase (decrease) in accounts payable-trade                                  13,248                 (105,844)
      Increase (decrease) in accrued expenses                                        76,192                  (20,756)
      Increase (decrease) in deferred income                                        (12,500)                 162,500
                                                                       ---------------------    ---------------------

      Net cash used in operating activities                                        (237,455)                 951,786
                                                                       ---------------------    ---------------------

Cash flows from investing activities:
   Proceeds from disposal of equipment                                                                         1,800
   Purchases of equipment                                                            (3,726)                    
                                                                       ---------------------    ---------------------

      Net cash (used in) provided by investing activities                            (3,726)                   1,800
                                                                       ---------------------    ---------------------

Cash flows from financing activities:

   Principal payments on subordinated convertible debentures                       (180,000)                 (60,000)
                                                                       ---------------------    ---------------------

      Net cash used in financing activities                                        (180,000)                 (60,000)
                                                                       ---------------------    ---------------------

      Net increase (decrease) in cash and cash equivalents                         (421,181)                 893,586

Cash and cash equivalents, beginning of period                                    1,609,476                1,117,651
                                                                       ---------------------    ---------------------

Cash and cash equivalents, end of period                             $            1,188,295   $            2,011,237
                                                                       =====================    =====================
</TABLE>

                See accompanying notes to financial statements. 
                                  6
<PAGE>
SEVENTH GENERATION, INC.
Notes to Financial Statements
June 30, 1996



1.  BASIS OF PRESENTATION

        The accompanying unaudited consolidated financial statements have been 
prepared in accordance with generally accepted accounting principles for 
interim financial information and with the instructions to Form 10-QSB and Item 
310(b) of Regulation S-B.  Accordingly, they do not include all of the 
information and footnotes required by generally accepted accounting principles 
for complete consolidated financial statements.

        In the opinion of management, all adjustments (consisting solely of 
normal recurring adjustments) considered necessary for a fair statement of the 
interim financial data have been included.  Results from operations for the six 
month period ended June 30, 1996 are not necessarily indicative of the results 
that may be expected for the fiscal year ending December 31, 1996.

        For further information, please refer to the financial statements and 
footnotes filed as Item 7 in the Form 10-KSB for Seventh Generation, Inc. for 
the fiscal year ended December 31, 1995, under Commission File # 1-12614.

2.  SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

    The Business.  
    Seventh Generation, Inc. (the "Company") began operations in 1988 for the 
purpose of marketing a variety of environmentally friendly consumer products 
primarily through its mail-order catalog.  In 1992 the Company began selling its
Seventh Generation brand products to retailers on a wholesale basis.  Since the 
sale of the catalog in May 1995, the Company focuses exclusively on the 
wholesale business.

    Principles of Consolidation.  
    Effective January 1, 1994, Seventh Generation, Inc. formed a wholly owned 
subsidiary, Seventh Generation Wholesale, Inc. to carry on the operations of its
wholesale business.  The accompanying consolidated financial statements include 
all of the accounts of Seventh Generation, Inc. and its wholly owned subsidiary,
Seventh Generation Wholesale, Inc.  All significant intercompany balances and 
transactions have been eliminated in consolidation.
        
    Net Loss Per Common Share.  
    Net loss per common share is computed by dividing net loss by the weighted 
average number of common shares outstanding during the respective periods.
        
    Use of Estimates.  
    The preparation of financial statements in conformity with generally 
accepted accounting principles requires management to make estimates and 
assumptions that affect the reported amounts of assets and liabilities and 
disclosure of contingent assets and liabilities at the date of the financial 
statements and reported amounts of revenues and expenses during the reporting 
period.  Actual results could differ from those estimates.

    New Accounting Pronouncements.  
    The Financial Accounting Standards Board recently issued Statement of 
Financial Accounting Standards No. 123, Accounting for Stock-Based Compensation 
(FAS 123).  FAS 123 establishes fair value-based method of accounting  for 
stock-based compensation plans.  Entities may either adopt FAS 123 or elect to 
continue accounting for the issuance of stock under compensation plans in 
accordance with APB Opinion No. 25 "Accounting for Stock Issued to Employees".  
The Company has not yet selected the accounting method it will use to account 
for stock-based compensation plans and has not measured the impact of changing 
its method from APB Opinion No. 25 to FAS 123.

3. DISCONTINUED OPERATIONS

    In 1995, the Company reached the conclusion that the financial resources 
necessary to develop both the catalog and wholesale businesses were beyond its 
means. The Company sold the assets of the catalog business to Gaiam Inc. (Gaiam)
on May 24, 1995. Accordingly, the results of operations of this business segment
have been accounted for as discontinued operations for all periods in the 
Consolidated Statement of Operations. Net sales of discontinued operations were 
approximately  $713,000  for the three  months  ended June 30, 1995. Net sales 
of discontinued operations were approximately  $2,255,000  for the six months  
ended June 30, 1995.  

    The Company also entered into Licensing, Reimbursement and Supply Agreements
with Gaiam. Under the Licensing Agreement, Gaiam operates a catalog using the 
Seventh Generation name in consideration for which Gaiam paid the Company a fee 
of $200,000 of which $187,500 was recognized in 1995 as other operating income.
The Licensing Agreement also requires Gaiam to pay an annual licensing fee of 
$100,000 commencing on May 24, 1997 if Gaiam continues to use the Seventh 
Generation name. 

    Pursuant to the Operating Agreement (subsequently re-named the 
"Reimbursement Agreement") the Company's President and his assistant assist 
Gaiam with the operation of its catalog, and certain office equipment expenses 
are shared between the two companies.  This Agreement has helped lower the 
Company's overall operating expenses.  The term of the Reimbursement  Agreement 
expires on December 31, 1996. For the three months ended June 30, 1996, the 
Company was reimbursed for approximately $24,000 of expenses. For the six months
ended June 30, 1996, the Company was reimbursed for approximately $56,000 of 
expenses. The Reimbursement  Agreement is of more limited scope than the 
Operating Agreement and is expected to provide for reimbursement to the Company 
of approximately $100,000 of expenses for the period February 1, 1996 to 
December 31, 1996. 

    Through the Supply Agreement, Gaiam purchases Seventh Generation brand 
product for resale to its catalog customers. Gaiam is required to purchase and 
the Company is required to make reasonable efforts to supply a minimum of $2.5 
million in Seventh Generation products at a 20% markup.  After Gaiam has 
purchased this minimum amount of product, the Company may sell any additional 
product to Gaiam at a 5% markup.  Included in the Company's sales for the three 
months ended June 30, 1996 is approximately $393,000 to Gaiam under the terms 
of the Supply Agreement, of which approximately  $325,000 is applicable towards 
the minimum. Included in the Company's sales for the six months ended June 30, 
1996 is approximately $668,000 to Gaiam under the terms of the Supply Agreement,
of which approximately  $552,000 is applicable towards the minimum.
        
4.  SUBORDINATED CONVERTIBLE DEBENTURES

<TABLE>
                                                                                         June 30,      December 31,
    Subordinated convertible debentures consist of the following:                          1996            1995
                                                                                            -----            ----
                                                                                       <C>             <C>
    10% subordinated convertible debentures, unsecured, $180,000 due February 28,
    1996, convertible  at a price per share of $13.33 and $620,000 due February 28,
<S> 
    1998, convertible at a price per common share of $6.67                             $   620,000     $   800,000

10% subordinated convertible debentures, unsecured,
due November 30, 1998, convertible at a price per
common share of $6.67                                                                      100,000         100,000

12% subordinated convertible debentures, unsecured,
due February 28, 1997, convertible at a price per
common share of $6.67                                                                      100,000         100,000
                                                                                       -----------     -----------

Total subordinated convertible debentures                                                  820,000       1,000,000
Less current installments                                                                 (100,000)       (180,000)
                                                                                       ------------    ------------

Subordinated convertible debentures, less current installments                         $   720,000     $   820,000
                                                                                       ===========     ===========

</TABLE>
         During  1995,  the  holders of  $240,000  in  subordinated  convertible
debentures  due February 28, 1995 agreed to extend the due dates for $180,000 of
those  debentures  to February  28,  1996.  The  $180,000  was paid with accrued
interest in February, 1996.
         
         The  number  of  shares  of common  stock  reserved  for the  potential
conversion of these debentures was 136,444 at June 30, 1996.



5.  COMMITMENTS AND CONTINGENCIES

        Uncertainties:
        The Company has historically incurred losses from operations which 
resulted in part from its catalog operations.  In 1995, the Company sold the 
catalog business and focused on expanding sales through the wholesale 
distribution channels.  The Company relies on a limited number of wholesale 
distributors including Gaiam, the purchaser of the catalog business segment.  
If the number of distributors and retailers were reduced or Gaiam was unable to 
meet its commitments, the Company may not have adequate liquidity.
        
        Litigation:
        In conjunction with the sale of catalog business segment assets to 
Gaiam, Inc., the investment banking firm of Ulin & Holland alleged that the 
Company owed it a fee of $98,500.  The Company denied any liability and filed 
suit in the United States District Court for the District of Vermont on October 
23, 1995 seeking a declaratory judgment that it had no such liability.  Ulin & 
Holland answered the Complaint and filed a Counterclaim against the Company 
alleging breach of contract, fraudulent misrepresentation, and violation of the 
Massachusetts Fair Business Practices Act.  The Company moved to dismiss the 
latter two counterclaims for failure to state a claim upon which relief  may be 
granted.  Ulin & Holland sought $98,500 on its breach of contract claim.  Its 
fraudulent misrepresentation and Fair Business Practices Act claims sought, 
in addition to the contract damages, punitive damages (or triple damages) and 
attorneys' fees.  

        While management believed it had meritorious defenses against the suit, 
the Company entered into a preliminary settlement agreement on July 29, 1996 
pursuant to which the Company will pay Ulin & Holland $50,000 to settle this 
matter.


ITEM 2.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND 
           RESULTS OF OPERATIONS

Overview

        Seventh Generation, Inc.'s primary strategic objective is to establish 
Seventh Generation as the leading brand name for environmentally responsible 
consumer products.  Seventh Generation, Inc. (the "Company" ) believes that 
today it is one of the leading marketers of environmentally friendly household 
products in the United States.  The Company sells Seventh Generation brand name 
products through distributors to natural food stores throughout the United 
States, and the Company is expanding sales of its brand name products into 
upscale supermarkets primarily in the Northeast. The Company's products are also
marketed through the "Seventh Generation" mail order catalog (the "Catalog"), 
which was sold to Gaiam, Inc. ("Gaiam") on May 24, 1995, and is operated by 
Gaiam using the "Seventh Generation" trademarked name pursuant to a Licensing 
Agreement further described below.

        Seventh Generation brand name products include: paper towels, bathroom 
and facial tissue, napkins and paper plates made from 100% recycled fiber, 
manufactured without the use of chlorine bleach; cleaning and laundry products 
that are renewable resource based, phosphate free and biodegradable; plastic 
trash bags made from 100% recycled plastic; and feminine hygiene products 
manufactured without the use of chlorine bleach.  The Company markets and 
distributes, but does not manufacture, its products.

        Seventh Generation brand name products are available in the natural food
industry's larger retail chains.  In 1995, the Company's sales to the natural 
food industry grew significantly over sales in 1994 as a result of increased 
same store sales, new product introductions, consumer promotions, and continued 
market penetration.  The Company plans to continue its efforts to introduce new 
products and expand distribution in the natural food industry.

        In January 1995, the Company made its first sales to supermarkets in the
northeastern United States.  The Company's sales efforts are now focused 
primarily on upscale supermarket retailers and wholesalers.  Although the 
Company has realized initial sales to this market segment, there can be no 
assurance that the Company will be successful with its marketing strategy or 
that the Company will be able to expand sales to this segment.

        The Company plans to continue with its primary focus of expanding 
distribution in the natural foods industry and to continue sales to supermarket 
chains in the Northeast, coupled with brand name product sales to the Seventh 
Generation mail order catalog operated by Gaiam,  as well as other catalog 
companies.  The Company continues to explore other opportunities to expand 
distribution including a new program called Shop & Care (TM) designed to help 
not for profit organizations raise funds by selling the Company's products, 
which the Company introduced in the first quarter of 1996.  
                
Results of Operations

Three Months Ended June 30, 1996 Compared to the 
Three Months Ended June 30, 1995
        
        The Company's Consolidated Statement of Operations for the three months 
ended June 30, 1996 and 1995 present the catalog operations  in the 
"Discontinued Operations" section of the Statement.

Operations

    Sales from continuing operations to natural food customers, supermarkets, 
Gaiam and other customers during the  three months ended June 30, 1996 were 
$1,240,013, an increase of $595,094, or 92%, compared to $644,919 during the 
three months ended June 30, 1995. This favorable performance was due to the 
continued growth of sales to natural food customers and the growth of sales to 
supermarkets and Gaiam.

    Gross profits were $296,440, an increase of $84,369, or 40%, compared to 
$212,071 during 1995. Gross margins decreased to 23.9% as a percentage of sales,
from 32.9% in 1995, primarily due to the changing mix of sales.

    Operating expenses were $454,807 or 36.7% of sales, compared to $294,521 or 
45.7% of sales during 1995. The increase was due primarily to the settlement of 
the Ulin & Holland lawsuit mentioned previously, variable selling and marketing 
expenses, which increase with the sales volume, start up costs related to the 
Company's new Shop & Care (TM) marketing program, and increased general and 
administrative expenses.  Included in operating expenses are general and 
administrative costs  which include the expense of maintaining the Company's 
status as a "public"  company (filing fees, transfer agent costs, legal fees, 
officers and directors liability insurance, and the cost of annual reports and 
proxy statements).  Also included as a reduction in operating expenses is the 
effect of reimbursement by Gaiam to the Company of approximately $24,000 under 
the Reimbursement Agreement described below. 

    The loss from continuing operations was $165,927, an increase of $115,262, 
or 227%, compared to $50,665 in 1995. The increase can be attributed to the 
legal costs and the settlement of the lawsuit of approximately $36,000 
recognized in the quarter, lower gross margin as a percentage of sales and 
higher spending for variable selling and marketing expenses.  Additionally, 
losses from continuing operations in the 1995 period were reduced by the 
recognition of  $37,500 in licensing fees from Gaiam for the use of the 
"Seventh Generation" name on the Gaiam mail order catalog.  No licensing revenue
was recognized in the second quarter, adversely affecting the results of the 
Company's continuing operations in comparison to the 1995 quarter.  No further 
licensing revenue may be earned until May 25, 1997.


Transactions with Gaiam

    Pursuant to a Supply Agreement with Gaiam, the Company now sells its brand 
name products to Gaiam, which Gaiam resells through its mail order catalog. 
These sales increased the Company's wholesale sales in the second quarter of 
1996. Gross margins from these sales of 16.7% are lower than on natural food and
supermarket sales. As part of the Supply Agreement, Gaiam is obligated to 
purchase from the Company a minimum of $2,500,000 of brand name products over 
a three year period, beginning May 24, 1995, at cost plus 20%.  After Gaiam has 
purchased this minimum amount of product, the Company may  sell additional 
product to Gaiam at cost plus 5%.  For the three month period ended June 30, 
1996, Gaiam purchased approximately  $668,000 of product under the Supply 
Agreement, of which approximately $552,000 is applicable toward the minimum.  
Pursuant to the Licensing Agreement, Gaiam has paid the Company an initial 
license fee of $200,000 and will pay an annual license fee of $100,000, 
commencing May 25, 1997, if it continues to use the rights.  Pursuant to the 
Operating Agreement (subsequently re-named the "Reimbursement Agreement"), the 
Company's President and his assistant assist Gaiam with the operation of its 
catalog, and certain office equipment expenses are shared between the two 
companies.  This Agreement has helped lower the Company's overall operating 
expenses.  The term of the Reimbursement  Agreement expires on December 31, 
1996. During the quarter ended June 30, 1996, the Company was reimbursed for 
approximately $24,000 of expenses.  The Reimbursement Agreement is of more 
limited scope than the Operating Agreement and is expected to provide for the 
reimbursement to the Company of approximately $100,000 of expenses for the 
period February 1, 1996 to December 31, 1996.

Discontinued Operations

    On May 24, 1995 the Company entered into the Operating and Licensing 
Agreements mentioned above and sold the assets of its catalog business to Gaiam 
for $1,270,000 in cash and the assumption of over $500,000 in liabilities.  The 
Company had no activity from discontinued operations  in the second quarter of 
1996.  This compares to a loss of $45,832 in the second quarter of 1995 from the
operation of the catalog business.  Additionally, in 1995 the gain on disposal 
of discontinued catalog operations was $760,105.

Summary

    The net loss for the quarter ending June 30,1996,  was $165,927, a decrease 
of $829,535 from the net income of $663,608 in 1995, which includes the $760,105
gain on disposal of discontinued catalog operations and $37,500 of licensing 
revenue.


Six Months Ended June 30, 1996 Compared to the 
Six Months Ended June 30, 1995
        
    The Company's Consolidated Statement of Operations for the six months ended 
June 30, 1996 and 1995 present the catalog operations  in the "Discontinued 
Operations" section of the Statement.

Operations

    Sales from continuing operations to natural food customers, supermarkets, 
Gaiam and other customers during the  six months ended June 30, 1996 were 
$2,558,617, an increase of $1,369,765, or 115%, compared to $1,188,852 during 
the six months ended June 30, 1995. This favorable performance was due to the 
continued growth of sales to natural food customers and the growth of sales to 
supermarkets and Gaiam.

    Gross profits were $723,107, an increase of $300,812, or 71%, compared to 
$422,295 during 1995. Gross margins decreased to 28.3% as a percentage of sales,
from 35.5% in 1995, primarily due to the changing mix of sales.

    Operating expenses were $964,268, or 37.7% of sales, an increase of 
$347,641, or 56.4%, compared to $616,627, or 51.9% of sales during 1995. The 
increase was due primarily to the settlement of the lawsuit, variable selling 
and marketing expenses and operations and distribution expenses, which increase 
with the sales volume, start up costs related to the Company's new Shop & 
Care (TM) marketing program, and increased general and administrative expenses. 
Included in operating expenses are general and administrative costs, which 
include the expense of maintaining the Company's status as a "public" company 
(officers and directors liability insurance, legal fees, transfer agent costs, 
filing fees, and the cost of annual reports and proxy statements).  Also 
included as a reduction in operating expenses is the effect of reimbursement by 
Gaiam to the Company of approximately $56,000 under the Reimbursement  Agreement
described above. 

    The loss from continuing operations was $241,530, an increase of $65,309, 
or 37.1%, compared to $176,221 in 1995. The increase can be attributed to higher
spending for variable selling and marketing expenses, lower gross margin as a 
percentage of sales, legal costs and the settlement of the lawsuit of approxi-
mately $36,000 recognized in the period, and an increase in operations expenses 
due to the higher levels of inventory required to service the higher sales 
volume.  Additionally, losses in the 1995 period were reduced as a result of the
recognition of $37,500 in licensing fees from Gaiam for the use of the "Seventh 
Generation" name on the Gaiam mail order catalog, as compared to $12,500 during 
the first quarter of 1996.  The lower amount recognized in the first quarter and
no recognition of licensing revenue in the second quarter adversely affected the
results of the Company's continuing operations in comparison to the 1995 period.
No further licensing revenue may be earned until May 25, 1997.

Transactions with Gaiam

    Sales pursuant to the Supply Agreement with Gaiam increased the Company's 
wholesale sales in the first half of 1996, although gross margins from these 
sales of 16.7% are lower than on natural food and supermarket sales.  Pursuant 
to the Reimbursement Agreement, the Company was reimbursed for approximately 
$56,000 of expenses in the first half of 1996.

Discontinued Operations

    The Company had no activity from discontinued operations in the first six 
months of 1996.  This compares to a loss of $123,530 in the first six months of 
1995 from the operation of the catalog business.  Additionally, in 1995, the 
gain on disposal of discontinued catalog operations was $760,105.

Summary

    The net loss for the six months ended June 30, 1996, was $241,530, a 
decrease of $701,884 from the net income of $460,354 in 1995, which includes 
the $760,105 gain on disposal of discontinued catalog operations.

Liquidity and Capital Resources

    The Company has historically financed its operations through equity and 
debt financing, and the extension of credit by its trade creditors and its 
landlord.  During its history, the Company has raised $12,265,432 in equity 
investments, while generating $11,346,760 in accumulated deficits through 
June 30, 1996.

    On May 24, 1995, the Company sold the assets of the Catalog to Gaiam.  The 
infusion of cash from the sale, the payments received under the associated 
Supply, Operating and Licensing Agreements, the elimination of the catalog 
operating losses, and the need for capital resources necessary to fund catalog 
marketing costs and inventories are all significant factors in improving the 
liquidity of the Company.  The catalog asset sale provided the Company immediate
liquidity and allows the Company, through the Supply Agreement, to continue to 
market its brand name products in the Seventh Generationr mail order catalog, 
while reducing the operating loss exposure and capital requirements which had 
been a continual drain on the Company's resources.  Furthermore, it allows the 
Company to concentrate its efforts and resources on expanding the distribution 
of its brand name products to the natural foods industry, regional supermarkets,
other mail order catalogs and new channels of distribution.

    To date, the Company's wholesale expansion into supermarkets has proceeded 
more slowly than expected.  As a result, the Company's sales strategy has 
evolved and changed to focus primarily on the natural food industry and, 
secondarily, on sales to select supermarkets, mail order catalogs, and other new
distribution channels that the Company is exploring without having to materially
increase its operating costs, including the Shop & Care (TM) program mentioned 
above.  This more targeted sales approach is designed to reduce the Company's 
risks by focusing sales efforts on primarily those accounts who serve customers 
similar to the Company's current customer base.  This has helped to reduce 
operating expenses and losses.

    The Company still intends to rely primarily on a non-traditional marketing 
strategy to stimulate consumer trial and repeat purchases in supermarkets, 
rather than more costly traditional marketing strategies such as television 
advertising and mass delivered consumer promotions.  However, some traditional 
marketing expenses have been and will continue to be incurred on a limited basis
when appropriate. Although the Company is starting to realize sales to 
supermarkets, there can be no assurance that the Company will be successful with
its marketing strategy.

    The Company incurred during 1995, and expects to continue to incur during 
1996, expenditures to support the expansion of its wholesale distribution 
business.  At a minimum, the Company will need to purchase additional inventory 
and incur additional marketing expenses.  The Company will also incur 
expenditures relating to public relations, product development, retail 
promotions, and package design.  If the planned expansion is successful, the 
Company will have to increase its inventory and carry a higher level of 
receivables, both of which will impact the Company's liquidity.  During the 
first six months of 1996, the Company's operations and debt repayment utilized 
$421,181 of the Company's available cash balances. The Company used $78,366 to 
increase its inventories. The Company has provided for the payment of the
settlement of a lawsuit and associated legal expenses, although the payment is 
expected to be made in the third quarter.  On February 29, 1996, the Company 
repaid $180,000 of its outstanding 10% Subordinated Convertible Debentures.  On 
February 28, 1997, an additional $100,000 of its outstanding 12% Subordinated 
Convertible Debentures will come due.

    The Company has two customers whose purchases of the Company's products 
accounted for more than 10% each of the Company's total sales in the first six 
months of 1996, collectively accounting for 44% of the Company's sales.  The 
loss of either of these customers, a decision by one of them to significantly 
reduce its purchases, or any disruption to the relationship the Company 
maintains with them, would affect the Company's liquidity.

    As the Company continues its expansion into targeted supermarkets in the 
Northeast and other targeted markets, it plans to carefully monitor its 
expenses, and will focus on reducing them when possible.  During the six months 
ended June 30, 1996, the Company's loss from continuing operations increased by 
$65,309, or 37%, from $176,221 in 1995 to $241,530  in 1996.  A factor in the 
Company's decline in performance during this period was the $37,500 of licensing
income realized during the 1995 period.  In the second, third and fourth 
quarters of 1995 and the first quarter of 1996, the Company realized a total of 
$200,000 of licensing income. Because this licensing income has not been 
realized since the first quarter of 1996, and may not be realized again until 
May 23, 1997, the Company's operating results will be affected during the 
balance of 1996 in comparison to 1995.

    While the Company had not reached revenue levels during the first half of 
1996 which allowed it to be profitable on continuing operations, management 
believes that it has taken the steps necessary to control losses while building 
the business.  The Company has experienced liquidity problems from time to time,
which has resulted in insufficient resources to pay its creditors within terms. 
The sale of the catalog assets to Gaiam, and Gaiam's assumption of certain 
liabilities, has significantly improved the Company's liquidity.  The Company is
current in all of its obligations.  The Company's working capital as of  
June 30, 1996 was $1,600,898, and the current ratio (current assets/current 
liabilities) was 3.7 to 1.  The Company believes that the cash infusion from the
Catalog sale, together with a manageable level of operating losses, will allow 
the Company sufficient liquidity to pay its obligations on a timely basis.

    The Company has faced a number of significant challenges prior to 1995. The 
sale of the Catalog assets to Gaiam, however, has allowed the Company to 
eliminate the losses from its catalog business and put the Company in a 
significantly improved liquidity position.  Management believes the Company has 
positioned itself to control its losses and continue the expansion of its 
revenue base in order to achieve profitability, while pursuing its mission of 
making Seventh Generation the leading brand of environmentally friendly 
household products.



PART II. OTHER INFORMATION

ITEM 1. LEGAL PROCEEDINGS

    In conjunction with the sale of catalog business segment assets to Gaiam, 
Inc., the investment banking firm of Ulin & Holland alleged that the Company 
owed it a fee of $98,500.  The Company denied any liability and filed suit in 
the United States District Court for the District of Vermont on October 23, 
1995 seeking a declaratory judgment that it had no such liability.  Ulin & 
Holland answered the Complaint and filed a Counterclaim against the Company 
alleging breach of contract, fraudulent misrepresentation, and violation of the 
Massachusetts Fair Business Practices Act.  The Company moved to dismiss the 
latter two counterclaims for failure to state a claim upon which relief  may be 
granted.  Ulin & Holland sought $98,500 on its breach of contract claim.  Its 
fraudulent misrepresentation and Fair Business Practices Act claims sought, in 
addition to the contract damages, punitive damages (or triple damages) and 
attorneys' fees.  

    While management believed the Company had meritorious defenses against the 
suit, the Company entered into a preliminary settlement agreement on July 29, 
1996 pursuant to which the Company will pay Ulin & Holland $50,000 to settle 
this matter. 


ITEM 2. CHANGES IN SECURITIES

        Not applicable.


ITEM 3. DEFAULTS UPON SENIOR SECURITIES
        
        Not applicable.


ITEM 4. SUBMISSION OF MATTERS TO A VOTE OF THE SECURITY HOLDERS 
        
    The annual meeting of the Stockholders of SEVENTH GENERATION, INC., a 
Vermont corporation, was held on Monday, May 6, 1996 at the Company's offices 
located at One Mills Street, Burlington, Vermont for the purpose of electing 
five members to the Board of Directors to hold office until the next annual 
meeting of Stockholders and until their successors are duly elected and 
qualified.

Board of Directors Election Results:            
                                  
                                For                Withheld          Abstention
                           --------------       --------------     ------------
Arthur Gray Jr.              1,991,702               12,950               0
Jeffrey A. Hollender         1,991,702               12,950               0
Sheila Hollender             1,991,502               13,150               0
Joshua Sapan                 1,990,952               13,700               0
Peter Graham                 1,991,702               12,950               0


ITEM 5. OTHER INFORMATION

        Not applicable.


ITEM 6.  EXHIBITS AND REPORTS ON FORM  8-K

       (a)     The following documents are filed as a part of this Report:


EXHIBITS:

Exhibit #       Description

   (11)         Statement re: Computation of Per Share Loss

   (27)         Financial Data Sheet


       (b)     Reports on Form 8-K:

       No reports on Form 8K were filed during the quarter ended June 30, 1996.



 SIGNATURES


    In accordance with the requirements of Section 13 or 15(d) of the Exchange 
 Act, the Registrant caused this Report to be signed on its behalf by the 
 undersigned, thereunto duly authorized.


                                      SEVENTH GENERATION,  INC.



Date:   August 13, 1996       By:     /s/  Jeffrey A. Hollender              
                                      ------------------------------        
                                      Jeffrey A. Hollender
                                      President and Chief Executive Officer
                                     (Principal Executive & Financial Officer)



INDEX TO EXHIBITS


                                                         Sequentially 
Exhibit Number                                           Numbered Page

          11                                                   19

          27                                                   21



Exhibit 11


SEVENTH GENERATION, INC.
Calculation of Shares Used In Determining Net Loss Per Common Share


                                                   Three Months Ended June 30,
                                                    1996               1995
Weighted Average Shares Outstanding
During the Period                                2,428,791           2,428,791


<TABLE> <S> <C>


<ARTICLE>                     5
<LEGEND>
     See accompanying notes.
</LEGEND>
       
<S>                             <C>                     <C>
<PERIOD-TYPE>                   3-MOS                   6-MOS
<FISCAL-YEAR-END>               DEC-31-1996             DEC-31-1996
<PERIOD-END>                    JUN-30-1996             JUN-30-1996
<CASH>                          1,188,295               1,188,295
<SECURITIES>                    0                       0
<RECEIVABLES>                   731,381                 731,381
<ALLOWANCES>                    (79,800)                (79,800)
<INVENTORY>                     262,343                 262,343
<CURRENT-ASSETS>                2,195,356               2,195,356
<PP&E>                          69,663                  69,663
<DEPRECIATION>                  (47,816)                (47,816)
<TOTAL-ASSETS>                  2,233,130               2,233,130
<CURRENT-LIABILITIES>           594,458                 594,458
<BONDS>                         720,000                 720,000
           0                       0
                     0                       0
<COMMON>                        809                     809
<OTHER-SE>                      917,863                 917,863
<TOTAL-LIABILITY-AND-EQUITY>    2,233,130               2,233,130
<SALES>                         1,240,013               2,558,617
<TOTAL-REVENUES>                1,240,013               2,558,617
<CGS>                           943,573                 1,835,510
<TOTAL-COSTS>                   943,573                 1,835,510
<OTHER-EXPENSES>                454,807                 964,268
<LOSS-PROVISION>                (158,367)               (228,661)
<INTEREST-EXPENSE>              20,989                  44,658
<INCOME-PRETAX>                 (165,927)               (241,530)
<INCOME-TAX>                    0                       0
<INCOME-CONTINUING>             (165,927)               (241,530)
<DISCONTINUED>                  0                       0
<EXTRAORDINARY>                 0                       0
<CHANGES>                       0                       0
<NET-INCOME>                    (165,927)               (241,530)
<EPS-PRIMARY>                   (.07)                   (.10)
<EPS-DILUTED>                   (.07)                   (.10)
                                

</TABLE>


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