Unilever announced Monday that it plans to buy Seventh Generation, adding the eco-conscious home goods company to its stable of chic, green brands.

Unilever is also in talks to buy the Honest Company, actor Jessica Alba’s natural consumer goods brand, according to a report last Thursday in The Wall Street Journal.

Conventional wisdom posits that publicly traded corporations make poor stewards of startups driven by some kind of ethical credo.

For example, the Kellogg Company badly mismanaged Kashi, which it bought in 2000, by forcing the organic cereal firm to cut costs by using artificial ingredients. In 2014, Kellogg agreed to stop labeling some Kashi products as “all natural” or containing “nothing artificial” as part of a settlement to end a class-action lawsuit.  Read more here.