CBC just aired this expose in Canada on the truth behind "natural" and "organic" product labeling. As it turns out, Seventh Generation is just as deceitful as any other company: they DYE the diapers brown so that they appear to be "natural". They operate on the claim that their product is chlorine free, so they dye the diapers brown to make them appear to be unbleached. Also, since most big diaper companies are not using chlorine in their diapers anymore (especially not the kind that causes cancer), this makes Seventh Generation NO DIFFERENT than any other sposie on the market. Check out this expose for proof that those of us who tried Seventh Generation thinking they are better for our babies were duped into paying 4X times more for a dyed brown disposable. Despicable.
Makes me feel better about my decision to cloth diaper, but we were using Seventh Generation at night occasionally.