SEVENTH GENERATION INC
10QSB, 1996-05-14
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 MARCH 31, 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
March 31, 1996 was  2,428,791.  The number of Redeemable  Common Stock  Purchase
Warrants outstanding as of March 31, 1996 was 1,603,080.

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

TOTAL NUMBER OF PAGES:  31                 EXHIBIT INDEX APPEARS ON PAGE:   15
<PAGE>
                         PART I. FINANCIAL INFORMATION

ITEM 1.  FINANCIAL STATEMENTS

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

                                    ASSETS
<TABLE>
                                                                                 March 31,               December 31,
                                                                                    1996                     1995
                                                                            =====================    =====================

                                                                     
                                                                                (Unaudited)
<S>                                                                       <C>                      <C>
Current assets:
  Cash and cash equivalents                                               $            1,025,943   $            1,609,476
  Accounts receivable-trade, net of allowance for doubtful
     accounts of $64,790 and $56,800 at March 31, 1996 and
     December 31, 1995, respectively                                                     812,935                  600,534
  Accounts receivable-other                                                               72,352                   49,118
  Inventories                                                                            304,309                  183,977
  Other prepaid expenses                                                                 121,708                   97,351
  Other  assets                                                                           31,870
                                                                            ---------------------    ---------------------

     Total current assets                                                              2,369,117                2,540,456
                                                                            ---------------------    ---------------------

Equipment:
  Computer equipment                                                                      39,696                   37,990
  Office equipment and furniture                                                          28,735                   27,948
                                                                            ---------------------    ---------------------
                                                                                          68,431                   65,938

  Less accumulated depreciation and amortization                                          45,347                   42,877
                                                                            ---------------------    ---------------------

     Equipment, net                                                                       23,084                   23,061
                                                                            ---------------------    ---------------------


  Deposits and other assets                                                               13,965                   14,203
                                                                            ---------------------    ---------------------

     Total assets                                                         $            2,406,166   $            2,577,720
                                                                            =====================    =====================

</TABLE>


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

                      LIABILITIES AND STOCKHOLDERS' EQUITY
<TABLE>
                                                                                March 31,               December 31,
                                                                                    1996                     1995
                                                                            =====================    =====================
                                                                                (Unaudited)
<S>                                                                       <C>                      <C>
Current liabilities:
  Current installments of subordinated convertible debentures             $              100,000   $              180,000
  Accounts payable-trade                                                                 368,297                  298,507
  Other accrued expenses                                                                 133,270                  106,511
  Deferred income                                                                                                  12,500
                                                                            ---------------------    ---------------------

     Total current liabilities                                                           601,567                  597,518

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

     Total liabilities                                                                 1,321,567                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                                                                (11,180,833)             (11,105,230)
                                                                            ---------------------    ---------------------

     Total stockholders' equity                                                        1,084,599                1,160,202
                                                                            ---------------------    ---------------------

     Total liabilities and stockholders' equity                           $            2,406,166   $            2,577,720
                                                                            =====================    =====================

</TABLE>

                See accompanying notes to financial statements.
                                  3
<PAGE>



                            SEVENTH GENERATION, INC.
                      CONSOLIDATED STATEMENT OF OPERATIONS

               FOR THE THREE MONTHS ENDED MARCH 31, 1996 AND 1995

<TABLE>
                                                                                            For the Three Months Ended
                                                                                         March 31,               March 31,
                                                                                           1996                    1995
                                                                                    ===================     ====================
                                                                                         (Unaudited)           (Unaudited)
<S>                                                                               <C>                     <C>            
Revenue:
    Sales                                                                         $          1,318,604    $             543,933

Cost of sales                                                                                  891,937                  333,709
                                                                                    -------------------     --------------------
    Gross profit                                                                               426,667                  210,224

Other operating income                                                                          12,500
                                                                                    -------------------     --------------------
                                                                                               439,167                  210,224
                                                                                    -------------------     --------------------
Operating expenses:
   Selling and marketing expenses                                                              220,748                  133,818
   Operations and distribution expenses                                                        120,655                   96,177
   General and administrative expenses                                                         168,058                   92,111
                                                                                    -------------------     --------------------
        Total operating expenses                                                               509,461                  322,106
                                                                                    -------------------     --------------------

        Loss from continuing operations                                                        (70,294)                (111,882)
                                                                                    -------------------     --------------------
Other income/(expense):
   Interest income                                                                              18,597                   13,104
   Interest expense                                                                            (23,669)                 (26,540)
   Other                                                                                          (237)                    (238)
                                                                                    -------------------     --------------------
        Total other expense, net                                                                (5,309)                 (13,674)
                                                                                    -------------------     --------------------

Net loss from continuing operations                                                            (75,603)                (125,556)
                                                                                    -------------------     --------------------
Discontinued operations:
  Loss from discontinued operations                                                                                     (77,698)
                                                                                    -------------------     --------------------
         Net loss                                                                  $           (75,603)    $           (203,254)
                                                                                    ===================     ====================

Loss per common share:
   Loss from continuing operations                                                 $             (0.03)    $              (0.05)
   Loss from discontinued catalog operation                                                                              (0.03)
                                                                                    -------------------     --------------------
Net loss per common share                                                          $             (0.03)    $              (0.08)
                                                                                    ===================     ====================

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 CASH FLOWS

                FOR THE THREE MONTHS ENDED MARCH 31, 1996 AND 1995

<TABLE>
                                                                                For the Three Months Ended

                                                                             March 31,                March 31,
                                                                               1996                     1995
                                                                       =====================    =====================
                                                                           (Unaudited)              (Unaudited)
<S>                                                                   <C>                      <C>
Cash flows from operating activities:
   Net loss                                                           $             (75,603)   $            (203,254)
   Adjustments to reconcile net loss to net cash
      used in operating activities:

      Depreciation and amortization                                                   2,470                   26,971
      Provision for doubtful accounts                                                 7,990

   Changes in assets and liabilities:
      (Increase) decrease in accounts receivable-trade                             (220,391)                  21,651
      (Increase) decrease in accounts receivable-other                              (23,234)                  15,513
      (Increase) decrease in inventories                                           (120,332)                 247,410
      (Increase) decrease in prepaid catalog costs                                                           216,044
      (Increase) decrease in other prepaid expenses                                 (24,357)                  20,472
      (Increase) decrease in other assets                                           (31,632)                  (3,764)
      Increase (decrease) in accounts payable-trade                                  69,790                 (487,347)
      Increase (decrease) in accrued expenses                                        26,759                   18,136
      Increase (decrease) in deferred income                                        (12,500)
      Increase (decrease) in customer deposits                                                                11,315
                                                                       ---------------------    ---------------------

      Net cash used in operating activities                                        (401,040)                (116,853)
                                                                       ---------------------    ---------------------

Cash flows from investing activities:
   Proceeds from disposal of equipment                                                                         1,800
   Purchases of equipment                                                            (2,493)                    (653)
                                                                       ---------------------    ---------------------

      Net cash (used in) provided by investing activities                            (2,493)                    1,147
                                                                       ---------------------    ---------------------

Cash flows from financing activities:

   Principal payments on subordinated convertible debentures                       (180,000)                 (60,000)
   Principal payments on capital lease obligations                                                            (2,789)
                                                                       ---------------------    ---------------------

      Net cash used in financing activities                                        (180,000)                 (62,789)
                                                                       ---------------------    ---------------------

      Net decrease in cash and cash equivalents                                    (583,533)                (178,495)

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

Cash and cash equivalents, end of period                             $            1,025,943   $              939,156
                                                                       =====================    =====================
</TABLE>

                See accompanying notes to financial statements. 
                                  5
<PAGE>
SEVENTH GENERATION, INC.
Notes to Financial Statements
March 31, 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. The consolidated financial statements include
the  accounts  of  Seventh  Generation,  Inc.,  a Vermont  corporation,  and its
wholly-owned   subsidiary,   Seventh  Generation  Wholesale,   Inc.,  a  Vermont
corporation.  All  significant  intercompany  balances  have been  eliminated in
consolidation.

         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 three
month period ended March 31, 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 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 effect 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 
    
                                  6
<PAGE>
    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 $1,684,600 for the three months 
    ended March 31, 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. Through the Reimbursement 
    Agreement, certain of the Company's  management provide services towards the
    operation of the catalog for Gaiam and certain office and personnel expenses
    are shared. Gaiam reimburses the Company for the cost of these services. 
    Such reimbursement totaled approximately $32,000 for the three months ended 
    March 31, 1996.  The Operating Agreement expires on 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 effort 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 is required to 
    sell any additional product to Gaiam at a 5% markup.  Included in the 
    Company's sales for the three months ended March 31, 1996 is approximately
    $275,000 to Gaiam under the terms of the Supply Agreement, of which 
    approximately $227,000 is applicable towards the minimum.

4.  SUBORDINATED CONVERTIBLE DEBENTURES

<TABLE>
                                                                                         March 31,    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.

                                  7
<PAGE>
         The  number  of  shares  of common  stock  reserved  for the  potential
conversion of these debentures was 136,444 at March 31, 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  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  assets to Gaiam,  Inc.,  the
investment banking firm of Ulin & Holland alleges that the Company owes it a fee
of $98,500. The Company denies 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 has no such liability.  Ulin & Holland has 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  has moved to  dismiss  the  latter  two
counterclaims  for  failure to state a claim upon which  relief may be  granted.
Ulin & Holland seeks  $98,500 on its breach of contract  claim.  Its  fraudulent
misrepresentation  and Fair  Business  Practices Act claims seek, in addition to
the contract damages,  punitive damages (or triple damages) and attorneys' fees.
While  management  believes it has  meritorious  defenses  against the suit, the
ultimate  resolution  remains an  uncertainty.  In the event of a material loss,
such loss could have a material effect on the financial  position of the Company
and the results of operations.
    


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.

                                  8
<PAGE>
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
is starting to realize sales to this market  segment,  there can be no assurance
that the Company will be successful with its marketing strategy.

     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 March 31, 1996 Compared to the Three Months Ended 
March 31, 1995

     The Company's  Consolidated  Statement of  Operations  for the three months
ended  March  31,  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
and Gaiam  during the three  months  ended  March 31, 1996 were  $1,318,604,  an
increase of  $774,671,  or 142%,  compared to $543,933  during the three  months
ended March 31, 1995. This favorable performance was due to the continued growth
of sales to natural food customers and the commencement of sales to supermarkets
and Gaiam.

     Gross profits were $426,667,  an increase of $216,443, or 103%, compared to
$210,224 during 1995. Gross margins decreased to 32.4% as a percentage of sales,
from 38.6% in 1995, primarily due to the changing mix of sales.

     Operating  expenses  were  $509,461, or  38.6% of  sales,  an  increase  of
$187,355,  or 58.2%,  compared to $322,106, or 59.2% of sales during  1995.  The
increase  was due  primarily  to variable  selling and  marketing  expenses  and
operations  and  distribution  expenses,  which  increase with the sales volume.
Additionally, these expenses increased due to start up costs related to start up
costs related to the Company's new Shop & Care(TM) marketing program and 
increased general and administrative expenses, which in the 1995 quarter were in
part allocated to the catalog business.  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 in operating expenses is the effect of 
reimbursement by Gaiam to the Company of approximately $32,000 under the 
Reimbursement and Operating Agreements described below.

     The loss from continuing  operations was $75,603, a decrease of $49,953, or
40%,  compared to $125,556 in 1995.  This  improvement  can be attributed to the
combined effect of higher sales and lower operating  expenses as a percentage of
sales,  coupled with the recognition of $12,500 in licensing fees from Gaiam for
the use of the "Seventh  Generation"  name on the Gaiam mail order  catalog.  In
each of the third and fourth quarters of 1995, the Company recognized $75,000 of
licensing  revenue.  The lower amount  recognized in the first quarter adversely

                                  9
<PAGE>
affected the results of the Company's continuing operations in comparison to the
1995  third and fourth  quarters.  After the first  quarter of 1996,  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 first 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 is  required to sell
additional  product  to Gaiam at cost plus 5%. As of March 31,  1996,  Gaiam has
purchased  approximately  $1,155,000 of product under the Supply  Agreement,  of
which approximately  $969,000 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
March 31,  1996,  the  Company  was  reimbursed  for  approximately  $32,000  of
expenses.  The  Reimbursement  Agreement  is of  more  limited  scope  than  the
Operating  Agreement and is expected to reimburse the Company for  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 first quarter of
1996.  This  compares  to a loss of $77,698 in the first quarter of 1995 from 
the operation of the catalog business.

Summary

     The net  loss  for  the  quarter  ending  March  31,1996  was  $75,603,  an
improvement of $127,651 over the net loss of $203,254 in 1995.

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 $11,180,833 in accumulated deficits through March
31, 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 Generation(R) 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

                                  10
<PAGE>
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
quarter of 1996, the Company's  operations and debt repayment  utilized $583,533
of the Company's  available cash balances.  The Company used $235,635 to fund an
increase in accounts receivable, which increased 36% to $885,287 from $649,652 
at December 31, 1995.  The Company also used $120,332 to increase its 
inventories.  These expenses result from the Company's sales increasing 30% to 
$1,318,604 in the first quarter of 1996 from $1,014,437 in the fourth quarter of
1995.  In addition, 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 three customers  whose purchases of the Company's  products
accounted  for more  than 10% each of the  Company's  total  sales in the  first
quarter of 1996,  collectively  accounting for 51% of the Company's  sales.  The
loss of any one 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 quarter
ended March 31, 1996, the Company reduced its loss from continuing operations by
$49,953,  or 40%,  from  $125,556  in 1995 to $75,603  in 1996.  A factor in the
Company's  improved  performance during this period was the $12,500 of licensing
income  realized  during the period.  In the prior three  quarters,  the second,
third and fourth  quarters of 1995, the Company  realized a total of $187,500 of
licensing  income.  Because this licensing income will not be realized after 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.

     While the Company had not reached  revenue levels during 1995 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  March  31,  1996 was

                                  11
<PAGE>
$1,767,550,  and the current ratio (current assets/current  liabilities) was 3.9
to 1. The  Company  believes  that  the cash  infusion  from the  Catalog  sale,
together  with  significantly  lower  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  assets to Gaiam,  the investment
banking  firm  of Ulin &  Holland  alleges  that  the  Company  owes it a fee of
$98,500.  The Company  denies 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 has no such liability.  Ulin & Holland has 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  has moved to  dismiss  the  latter  two
counterclaims  for  failure to state a claim upon which  relief may be  granted.
Ulin & Holland seeks  $98,500 on its breach of contract  claim.  Its  fraudulent
misrepresentation  and Fair  Business  Practices Act claims seek, in addition to
the contract damages,  punitive damages (or triple damages) and attorneys' fees.
While  management  believes it has  meritorious  defenses  against the suit, the
ultimate  resolution  remains an uncertainty.  In the event of a loss, such loss
could have a material  effect on the  financial  position of the Company and the
results of operations.


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

     Not applicable


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:


                                  12
<PAGE>
EXHIBITS:

Exhibit #     Description

   (10.1)             Incentive Plan*


   (10.2)             Reimbursement Agreement


   (11)               Statement re: Computation of Per Share Loss

     (*)      Management Compensation Plan


     (b)      Reports on Form 8-K:

     No reports on Form 8K were filed during the quarter ended March 31, 1996.


                                  13
<PAGE>
                               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: May 13, 1996             By:    /S/Jeffrey A. Hollender
                                      Jeffrey A. Hollender
                                      President and Chief Executive Officer
                                      (Principal Executive & Financial Officer)



                                  14
<PAGE>
EXHIBIT INDEX:

Exhibit #     Description                                          Page

(10.1)        Incentive Plan                                        17

(10.2)        Reimbursement Agreement                               23

(11)          Statement Re: Computation of per share loss           31


                                  15
<PAGE>

                        EXHIBIT 10.1                            
                        

                                  16
<PAGE>
                            
                            SEVENTH GENERATION, INC.
                                INCENTIVE PLAN


     SEVENTH GENERATION, INC., a Vermont corporation with a place of business in
Burlington, Vermont, does hereby establish this Incentive Plan (the "Plan").

     Section 1.  PURPOSE.  The  purpose of the Plan is to benefit the Company by
enabling it to attract and retain  highly  qualified and motivated key executive
employees  and Board  members  and to aid the Company in  retaining  its present
management  and Board,  while  offering such  employees a chance to share in the
growth of the Company.

     Section 2. ADMINISTRATION AND INTERPRETATION OF THE PLAN. The Plan shall be
administered  by the  Compensation  Committee  of the Board of  Directors of the
Company (the  "Committee"),  as such  Committee  shall be composed  from time to
time.  The  Committee  shall have  exclusive  authority  to select  persons  for
participation  in the Plan and to make all  determinations  required  under this
Plan. In furtherance  thereof, the Committee shall have full power and authority
to  interpret,   construe  and  administer   this  Plan,  and  the   Committee's
interpretations and construction thereof, and actions thereunder,  including any
valuation of an Incentive Account (as defined in Section 4 below), or the amount
or  recipient  of the  payment  to be  made  therefrom,  shall  be  binding  and
conclusive on all persons for all purposes.  No member of the Committee shall be
liable to any  person for any action  taken or  omitted in  connection  with the
interpretation  and  administration  of this Plan  unless  attributable  to that
member's own willful misconduct or lack of good faith.

     Section 3.  PARTICIPATION.  The  Committee  from time to time shall  select
participants from key executive employees and Directors of the Company and award
Incentive  Units (as defined in Section 4 below) to such employees in accordance
with this Plan.

     Section 4.  AWARD OF INCENTIVE UNITS.

         (a)      The Committee shall establish one or more bookkeeping accounts
                  (the   "Incentive   Account")  for  each  individual  whom  it
                  designates   to   be  a   Participant   in   the   Plan   (the
                  "Participant"). The Company shall credit to each Participant's
                  Incentive Account the number of Incentive Units awarded to the
                  Participant  by the Committee and shall adjust such  Incentive
                  Account pursuant to provisions of this Plan.

         (b)      Each  Incentive  Unit shall be deemed to be equal to the value
                  of one  share  of  common  stock  of the  Company,  with  such
                  valuation to be determined in accordance  with Section 6(f) of
                  the  Plan  as of  the  date  such  Unit  is  credited  to  the
                  Participant's   Incentive  Account.   The  maximum  number  of
                  Incentive  Units that may be awarded  under the Plan shall not
                  exceed an aggregate of 300,000. Units that are distributed and
                  subsequently  canceled  for any  reason  may be added back to
                  this aggregate number.

     Section 5.  VESTING OF INCENTIVE UNITS.

         (a)      Except as  otherwise  provided  herein,  an award of Incentive
                  Units shall  become 100% vested  three (3) years from the date
                  of the  grant,  with no vesting  occurring  prior to the third
                  anniversary of the grant.

                                  17
<PAGE>
         (b)      If a  Participant's  employment  with the  Company  terminates
                  because  of  his/her  death  or  disability,  he/she  shall be
                  partially vested in all Incentive Units previously  awarded to
                  him/her  as set  forth in  Section  6(c).  If a  Participant's
                  employment   terminates  for  any  other  reason  (except  for
                  "Cause," as defined  below),  the award of Incentive  Units to
                  him/her shall be subject to the vesting  schedule set forth in
                  Section  5(a),  and any  unvested  Incentive  Units  shall  be
                  canceled.

         (c)      A Participant's  interest in his Incentive  Account shall also
                  be 100% vested in the event of a sale of all or  substantially
                  all of the assets of the Company or a change in control of the
                  Company.  A "change in control"  means the  acquisition by any
                  person,  firm,  corporation  or other legal entity,  or two or
                  more persons acting in concert (with the meaning of Rule 13d-3
                  of the Securities and Exchange Commission under the Securities
                  Exchange Act of 1934) of 50% or more of the outstanding shares
                  of  voting   stock  of  the   Company,   whether   by  merger,
                  consolidation or otherwise.

         (d)      If a  Participant  is  terminated  for  "Cause,"  he/she shall
                  forfeit all of his/her outstanding Incentive Units, regardless
                  of  whether  he/she  is  then  vested  in any  or all of  such
                  Incentive  Units.  For  purposes of this Section  5(d),  Cause
                  shall  mean   dishonesty   with   respect   to  the   Company,
                  insubordination,  substantial  malfeasance  or  nonfeasance of
                  duty, unauthorized disclosure of confidential information, and
                  conduct  substantially  prejudicial  to  the  business  of the
                  Company or any affiliate of the Company.  The determination of
                  the  Committee as to the existence of Cause will be conclusive
                  on the Participant and the Company.

         (e)      Any Incentive Unit forfeited hereunder may be reallocated to 
                  other Participants in accordance with this Plan.

     Section 6.  DETERMINATION AND DISTRIBUTION OF INCENTIVE AWARDS.

         (a)      Upon a  Determination  Date (as defined in Section 6(e) below)
                  the Committee shall  determine the value of the  Participant's
                  vested Incentive Units in his/her  Incentive Account and shall
                  subtract  from  such  amount  the  value  of  his/her   vested
                  Incentive  Units  determined  as of the date such  Units  were
                  awarded  to  the  Participant.   A  Participant's   non-vested
                  Incentive Units shall be ignored until they become vested. The
                  value arrived at shall be the  Participant's  Incentive Award;
                  however, in the event that the amount arrived at is a negative
                  number, no Incentive Award shall be made.

         (b)      Subject  to  the  exception  in  the   immediately   following
                  sentence,  a  Participant's  Incentive  Award shall be paid to
                  him/her in three  equal  annual  installments,  commencing  as
                  promptly as reasonably  possible after the Determination Date,
                  subject to the  Participant's  compliance  with any agreements
                  entered  into with the  Company  pursuant  to Section 7. In no
                  event will payments of an Incentive  Award  commence  prior to
                  January 1, 1999, except for events as set forth in 5(c).

         (c)      Notwithstanding   the   provisions   of  Section  6(b),  if  a
                  Participant's  service as an employee is  terminated by reason
                  of his/her death or if the Participant  dies before he/she has
                  received  all of his/her  Incentive  Award,  then the  Company
                  shall distribute or shall cause to be distributed a portion of
                  the balance based upon a percentage of vesting  period elapsed
                  before  death.  That  portion of the  Participant's  Incentive
                  Award to the Participant's  beneficiary designated pursuant to
                  Section  9  shall  be  paid  in  three  annual   installments,
                  beginning  on the later of  January 1, 1999 or sixty (60) days
                  from the date of death.

                                  18
<PAGE>
         (d)      Payment of a Participant's  Incentive Award may be in whole or
                  in part cash, promissory notes or common stock of the Company,
                  as determined by the Committee in its sole discretion.  In the
                  event that the Company issues common stock, transferability of
                  shares of the common  stock  will be  subject to  restrictions
                  imposed by federal and state  securities  laws.  All  payments
                  shall be subject to and  conditioned on payment by Participant
                  of all tax and other withholdings required by law.

         (e)      A Determination Date means the earliest date on which any of 
                  the following occurs:

              (i)     Vesting date of the Incentive Units;

              (ii)    The Participant terminates his/her employment for any 
                      reason;

              (iii)  The  Participant's  death;  or (iv) An event  described  in
                     Section 5(c).

     (f)      For purposes of the Plan, the value of a share of common stock 
              means:

              (i)      If  such  shares  are  then  listed  on any  national
                       securities exchange or traded in the over-the-counter
                       market and sales  prices are  regularly  reported for
                       the shares,  either (a) the average of the closing or
                       last  prices of the shares on the  Composite  Tape or
                       other  comparable  reporting  system for the ten (10)
                       consecutive  trading days  immediately  preceding the
                       applicable  date, or (b) the closing or last price of
                       the shares on the Composite Tape or other  comparable
                       reporting  system  for the  trading  day  immediately
                       preceding the date of grant,  as the Committee  shall
                       determine.

              (ii)     If the shares are not then traded on a national 
                       securities exchange, but are traded on the over-the-
                       counter market, if sales prices are not regularly 
                       reported for the common stock for the trading day or 
                       days referred to in subparagraph (i) above, and if 
                       the bid and asked prices for the shares are regularly 
                       reported, either (a) the average of the mean between 
                       the bid and asked price for the common stock at the 
                       close of trading in the over-the-counter market for 
                       the ten (10) trading days on which common stock was
                       traded immediately preceding the applicable date, or 
                       (b) the mean between the bid and asked price for the 
                       common stock at the close of trading in the over-the
                       -counter market for the trading day immediately 
                       preceding the applicable date, as the Committee shall 
                       determine.

              (iii)    If the market  value cannot be  determined  under the
                       preceding two paragraphs, such value as the Committee
                       shall determine.

     Section 7.  COVENANT NOT TO COMPETE OR SOLICIT OR DISCLOSE CONFIDENCES.

                 As a  precondition  to an employee  participating  in the 
                 Plan and receiving any payment of his/her Incentive Award, 
                 the employee shall enter into a covenant not to compete  with 
                 the Company or to solicit its customers or employees or to 
                 use any confidential or proprietary information of the 
                 Company in accordance with the letter agreement to be agreed 
                 upon by the employee and the Company, unless the employee is 
                 already subject to a similar agreement, as determined by the
                 Compensation Committee of the Board.  Such a covenant  shall 
                 be enforced for as long as the employee participates in the 
                 Plan and for two years thereafter, and his/her adhering to 
                 such covenant shall be a pre-condition to his/her receiving
                 any benefits under Section 6 hereof, and the employee shall 
                 be obligated to repay any amount distributed if such employee 
                 breaches the confidentiality and non-compete agreement during 
                 its term.

                                  19
<PAGE>
     Section 8.  NATURE OF INCENTIVE ACCOUNTS.

         (a)     All amounts credited to Incentive Accounts shall remain the 
                 sole property of the Company and shall be usable by it as a 
                 part of its general funds for any legal purpose whatever; the
                 Incentive Accounts shall exist only for the purpose of 
                 facilitating the computation of benefits hereunder; nothing 
                 contained in this Plan and no action taken pursuant to the 
                 provisions of this Plan shall create or be construed to create 
                 a trust or escrow of any kind, or a fiduciary relationship 
                 between the Company and the Participant, the designated 
                 beneficiary or any other person; and to the extent that any 
                 person acquires a right to receive payments from the Company
                 under this Plan, such right shall be no greater than the right 
                 of any unsecured general creditor of the Company.

         (b)     It is the  intention of all parties that this Plan be unfunded
                 for purposes of the Internal Revenue Code of 1986, as amended,
                 and Title I of the Employee  Retirement Income Security Act of
                 1974, as amended.

         (c)     No Participant shall be entitled to any voting rights or to 
                 receive any dividends with respect to any Incentive Units.

     Section  9. BENEFICIARY   DESIGNATION.   
                 A  Participant  may  designate  a beneficiary to receive,  in 
                 the event of Participant's  death, all amounts which are then 
                 and thereafter payable under the Plan.  Beneficiaries shall 
                 receive such amounts in accordance with the provisions of 
                 this Plan.  Such designation and any subsequent  changes  
                 thereto shall be made in writing and filed with the Committee. 
                 In the event of the Participant's death prior to receipt of 
                 the total Incentive Account and without so designating a 
                 beneficiary, the balance of said Incentive  Account  shall  be 
                 paid to Participant's spouse, if then living; otherwise, to 
                 Participant's estate.

     Section 10. NOT A CONTRACT OF  EMPLOYMENT.  
                 Inclusion in the Plan shall not be construed as a contract of 
                 employment or as giving a Participant any right to be retained 
                 in the service of the Company  without the  Company's  consent,
                 nor shall it interfere  with the right of the Company to  
                 discharge or discipline a Participant, nor shall it give the 
                 Participant any right, claim, or interest in any benefits  
                 described herein, except upon fulfillment of the provisions and
                 requirements of the Plan.

     Section 11. NONTRANSFERABILITY.  
                 No right to payment under this Plan shall be subject to 
                 anticipation, alienation, sale, assignment, pledge, encumbrance
                 or charge, and any attempt to anticipate,  alienate, sell, 
                 assign, pledge, encumber or charge the same shall be void. No 
                 right to payment shall,  in any manner,  be liable  for or  
                 subject to the  debts,  contracts,  liabilities or torts of the
                 person entitled thereto. If, at the time when payments are to 
                 be made hereunder, Participant or the beneficiary are indebted 
                 to the Company, then any payments remaining to be made 
                 hereunder may, at the discretion of the Company, be reduced by 
                 the amount of such indebtedness.  An election by the Company 
                 not to reduce such payments shall not constitute a waiver of 
                 its claim for such indebtedness.

     Section 12. ADJUSTMENTS FOR STOCK SPLITS, RECAPITALIZATION, ETC. 
                 In the event of any change in the outstanding  shares of common
                 stock of the Company by reason of any stock dividend or split, 
                 recapitalization,  merger, consolidation, spin-off,  
                 reorganization or similar corporate change, then the Committee 
                 may determine in its sole discretion to adjust the 
                 Participant's Incentive Accounts to take into account such  
                 changes, and such adjustments shall be made by the Committee 
                 and be binding and conclusive on all parties.

     Section 13. NO TRUST.  
                 Nothing  contained in this Plan and no action taken pursuant to
                 the provisions of this Plan shall create or be construed to 
                 create a trust of any kind, or a fiduciary relationship between
                 the Company and the employee,  his/her  designated beneficiary,
                 or any other person. To the extent that any person acquires a 

                                  20
<PAGE>
                 right to receive payments from the Company under this Plan,  
                 such right shall be no greater than the right of any  unsecured
                 general creditor to the Company.

     Section 14. SEVERABILITY.  
                 If any provision of this Plan shall be declared void or 
                 unenforceable by any judicial or administrative authority,  
                 such provision  shall be deemed stricken from this Plan and the
                 validity of any other provision and of the entire Plan shall 
                 not be affected thereby. 
     
     Section 15. SUCCESSORS AND ASSIGNS.  
                 This Plan shall be binding upon and inure  to the  benefit  of 
                 the Company, its successor and assigns, and the Participant and
                 the Participant's heirs, executors, administrators and legal
                 representatives.

     Section 16. AMENDMENT AND TERMINATION.  
                 The Company may, in its sole discretion, at any time, amend or 
                 terminate this Plan with respect to any future period; 
                 provided, however, that no such amendment or termination shall 
                 reduce the Participant's benefits which had accrued prior to 
                 such amendment or termination, and no such amendment shall have
                 the effect of reducing the amounts otherwise payable in 
                 accordance with this Plan.

                                  21
<PAGE>

                             EXHIBIT 10.2                            
                             
                                  22
<PAGE>
                            
                            REIMBURSEMENT AGREEMENT



     This Reimbursement Agreement (hereinafter "Agreement") is made this 11th
     day of April, 1996, by and between SEVENTH GENERATION, INC., a Vermont 
     corporation (hereinafter "Seventh Generation"),  and GAIAM, INC., a 
     Colorado corporation (hereinafter "Gaiam").

     1.  Services to be Provided by Seventh Generation.

         General Services.  
         During the term of this Agreement, Seventh Generation agrees to provide
         Gaiam at Gaiam's reasonable request and direction, with assistance in
         the management and operations of the day-to-day affairs of the Catalog.
         
         Seventh Generation shall make available to Gaiam the employees listed 
         on Schedule 1.1 to perform the foregoing services.  Jeffrey Hollender
         and Anita Lavoie shall remain employees of Seventh Generation 
         throughout the term of the Agreement.
         
         Seventh Generation is providing only consultation and advice, and  is 
         not responsible for the directions, policies, or success of the 
         Catalog, or any other aspect of Gaiam's business.

     2.  Payments to be Made by Gaiam.

         Gaiam will pay Seventh Generation for the services provided pursuant to
         Schedule 1.1. Gaiam shall also compensate Seventh Generation for an 
         amount equal to all budgeted out-of-pocket expenses incurred by Mr. 
         Hollender in the course of performing services, including travel and 
         entertainment expenses.  All payments shall be paid at the same time
         as such payments are made by Seventh Generation, either to a third
         party or directly to Seventh Generation.
     
                                  23
<PAGE>
    3.  Use and Payment for Certain Equipment by Seventh Generation.

         During the term of this Agreement, Gaiam agrees to make available to 
         Seventh Generation the following equipment: the phone system, the 
         facsimile machine, the copy machine, and the postage meter, for a 
         monthly fee of $400.  Such amounts shall cover the use of equipment  
         only; both parties shall pay their own direct costs, such as postage,
         long distance telephone, and similar charges.

     4.  Term and Termination.

         This Agreement shall commence on January 1, 1996, and shall continue  
         until December 31, 1996.  However, either party may terminate this 
         Agreement during the continuance of a material breach by the other 
         party under this Agreement, which breach has not been cured within ten 
         (10) business days of notice from the other party.  Termination of this
         Agreement shall not relieve either party for liabilities accrued prior 
         to such termination, or as a result of such termination.  However, 
         after December 31, 1996, this Agreement shall remain in effect from 
         month to month until one party shall notify the other party in writing 
         of its intention to terminate, giving the other party at least 90 days 
         notice.


IN WITNESS WHEREOF, the parties hereto have executed this Agreement under seal 
as of the date first set forth above.


                            SEVENTH GENERATION, INC.

                                            By:      /s/ Jeffrey Hollender


                                                     GAIAM, INC.

                                            By:      /s/ Lynn Powers



                                  24
<PAGE>


                                                     SCHEDULES


Schedule 1.1               Individuals Providing Services/Salaries/
                                    % to be Paid by Gaiam

Schedule 1.2               Bonus for Jeffrey Hollender


                                  25
<PAGE>




                                                   SCHEDULE 1.1



EMPLOYEE             POSITION                  MONTHLY FEE  (1) PERCENTAGE  (2)
- - - --------             --------                  -----------      ----------
                                                                 OF TOTAL
                                                                 --------

Jeffrey Hollender   Chief Executive Officer     $6,525.00    (3)             50%

Anita Lavoie        Executive Assistant         $1,501.50    (4)             50%
                                                ---------

  TOTAL MONTHLY FEE FOR STAFF SERVICES,
  TAXES & BENEFITS:                             $8,026.50
                                                =========




(1)      This amount includes taxes and benefits based on actual costs in 1995.

(2)      Percentage of total time these individuals will on average perform 
         work for Gaiam.

(3)      This does not include bonus amount.

(4)      Based on 40 Hours a week plus 10% benefits.



                                  26
<PAGE>
                                                   SCHEDULE 1.2
                                   MEMO

TO:             Lynn Powers
FROM:           Jeffrey Hollender
DATE:           April 15, 1996
RE:             Objectives for 1996 Incentive  (Revised)

- - - -------------------------------------------------------------------------------

The following Memo describes the key objectives that I propose I will
need to accomplish to earn a quarterly bonus.

1.  Circulation

Develop a circulation plan to significantly increase sales and circulation
for Fall/Holiday 1996.  This plan should analyze the profit and loss
implications, both short and long term, for various rates of growth; house
file growth implications; as well as the risk levels associated with the
different options.

2.  Merchandising

Lead the merchandising process necessary to add 8 pages to Holiday '96,
bringing the catalog to 64.  Develop new merchandise categories and 
expand current categories as is appropriate to accomplish the above goals.
Continue development of the Department.

                                  29
<PAGE>
3.  In Stock Targets

Ensure that on all new items for the Catalog purchase orders are placed
early enough to insure arrival prior to customer orders being received and
that on new items the initial order results in a target in-stock rate of 
95% of all dollars ordered based on a weekly analysis and in no event 
results in an in-stock rate less than 90%.  Additionally, initial orders
must be of sufficient quantity to allow purchasing to re-order as soon as 
a sales pattern is clear without creating additional back orders.

4.  Catalog Production and Design

Continue to oversee catalog production and lead the process of evolving
the catalog design to continually increase sales, broaden the potential
market of customers, and ensure the Catalog continues to excite and 
please our current customers.

5.  New Customer Acquisition

Develop, execute and evaluate, when and if approved, new test marketing
programs to determine the potential for cost effectively acquiring new
customers through other means than catalog circulation.

6.  General Marketing Development
Continue to develop the marketing programs initiated in 1995, including:
zip code modeling, testing of customer databases, development of 
marketing and merchandising database, and development of new sales 
programs such as the Automatic Delivery Service.

7.  Budgeting & Sales Forecasting

Forecast sales and assist in the preparation of budgets and revised 
forecasts as necessary for the 1996-97 period.

8.  General Management & Leadership

Continue to provide the Catalog's Marketing and Merchandising staff with
the management, leadership and direction necessary to accomplish
objectives, meet and exceed budgetary goals, and motivate and continue
the development of individual staff members.

                                  28
<PAGE>
                           Bonus  Structure

The bonus period will run from February 1 to December 31, 1996.

The bonus will be paid in four equal amounts for progress made and the
accomplishments of the above objectives.

Bonus payments will be made on:         April 30,       of  $5,000
                                        July 31,        of  $5,000
                                        Oct. 31,        of  $5,000
                                        Dec. 31,        of  $5,000

for a total of $20,000.  This is to be paid in addition to 50% of the base
salary of $135,000, together with benefits and expenses as defined in the 
revised Reimbursement Agreement.


                                 JH


JH/abl


                                  29
<PAGE>

                                                              EXHIBIT 11





                                  30
<PAGE>

EXHIBIT 11



SEVENTH GENERATION, INC.

Calculation of Shares Used In Determining
Net Loss Per Common Share


                                                 Three Months Ended March 31,
                                                    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>
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               MAR-31-1996

<CASH>                                         1025943
<SECURITIES>                                         0
<RECEIVABLES>                                   812935
<ALLOWANCES>                                         0
<INVENTORY>                                     304309
<CURRENT-ASSETS>                               2369117
<PP&E>                                           68431
<DEPRECIATION>                                   45347
<TOTAL-ASSETS>                                 2406166
<CURRENT-LIABILITIES>                           601567
<BONDS>                                              0
                                0
                                          0
<COMMON>                                           809
<OTHER-SE>                                           0
<TOTAL-LIABILITY-AND-EQUITY>                   2406166
<SALES>                                        1318604
<TOTAL-REVENUES>                                     0
<CGS>                                           891937
<TOTAL-COSTS>                                        0
<OTHER-EXPENSES>                                509461
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                               23669
<INCOME-PRETAX>                                (75603)
<INCOME-TAX>                                   (75603)
<INCOME-CONTINUING>                                  0
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                   (75603)
<EPS-PRIMARY>                                    (.03)
<EPS-DILUTED>                                    (.03)
        



</TABLE>


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