There’s a grounded resilience to the entrepreneurs who call Maine home, folks like Tom and Kate Chappell, who’ve turned a simple idea into a legacy that honors the land and sea around them. In Kennebunk, a quiet community along the southern coast known for its beaches and historic shipbuilding past, the Chappells started Tom’s of Maine in 1970. What began as a quest for natural, non-toxic household products has grown into a brand synonymous with ethical business practices, all while staying true to Maine’s emphasis on sustainability and local pride.
Early Beginnings in Maine
Tom Chappell, born in 1943, grew up in Massachusetts but found his way to Maine after attending Trinity College and Harvard Divinity School. Kate Cheney Chappell, an artist and environmentalist, joined him in this venture, bringing her passion for natural living. The couple moved to Kennebunk in the late 1960s, drawn by the area’s clean environment and small-town charm. At the time, Kennebunk was—and still is—a place where the Kennebunk River meets the Atlantic, offering a backdrop of tidal marshes and sandy shores that inspire a deep connection to nature.
Their entrepreneurial journey started modestly. Concerned about the environmental impact of common household items, they launched a non-phosphate laundry powder in 1970. “We wanted products that were good for people and the planet,” Tom once explained in an interview. This ethos quickly expanded to personal care items, with their fluoride-free toothpaste hitting shelves in 1975. By sourcing ingredients like Maine mint and avoiding artificial additives, they tapped into the state’s agricultural heritage, where farms and wild harvests have long sustained communities.
The Chappells’ early days weren’t without challenges. Operating from a small facility in Kennebunk, they faced skepticism from larger corporations. But Maine’s spirit of independence fueled them. As Kate noted, the local landscape influenced their work: the crisp air, the wild blueberries dotting nearby fields, and the Gulf of Maine’s vast waters reminded them daily of what they were protecting.
Building a Sustainable Brand
Tom’s of Maine grew steadily through the 1980s and 1990s, becoming one of the first companies to list all ingredients transparently on packaging—a move ahead of its time. Their products, from toothpaste to deodorant, emphasize natural sources, often drawing from Maine’s ecosystems. For instance, their use of wild mint echoes the state’s foraging traditions, similar to how locals gather fiddleheads or ramps in spring.
In 2006, the Chappells sold an 84% stake to Colgate-Palmolive for $100 million, but they retained influence to ensure the brand’s values remained intact. This decision reflected their balanced approach: growing the business while preserving its soul. Tom, who authored “The Soul of a Business” in 1993, often speaks of integrating ethics into commerce. “Business can be a force for good,” he writes, highlighting how profits fund community initiatives.
Kate, meanwhile, focused on the artistic side, designing packaging that evokes Maine’s serene landscapes. Her background as a painter infuses the brand with a creative, community-oriented vibe. Together, they’ve donated 10% of profits to nonprofits, supporting causes like conservation in the Gulf of Maine and education in local schools.
Impact on Local Communities
The Chappells’ influence extends beyond products. In Kennebunk, their company has employed hundreds, boosting the local economy in a town where tourism thrives at spots like Gooch’s Beach and the Wedding Cake House, a historic Gothic Revival home. They’ve supported initiatives like the Kennebunk Land Trust, which preserves over 3,400 acres of forests and wetlands, ensuring trails for hiking and wildlife viewing remain open to the public.
One practical tip for visitors: Stop by the Tom’s of Maine factory store in nearby Sanford for a glimpse into their operations—it’s a short drive from Kennebunk and offers free samples, underscoring their commitment to accessibility. For those exploring Maine’s entrepreneurial scene, the Chappells exemplify how business can align with the state’s values. As Tom puts it, Maine’s harsh winters and bountiful summers teach resilience and appreciation for nature’s cycles.
“We wanted products that were good for people and the planet.” — Tom Chappell
Environmental Stewardship and Legacy
Central to the Chappells’ story is their dedication to Maine’s environment. The Gulf of Maine, warming faster than most oceans due to climate change, has been a focus. They’ve partnered with organizations like the Gulf of Maine Research Institute in Portland to promote sustainable practices. Kate’s artwork often features coastal scenes, raising awareness about marine biology and ecosystems.
Historically, Maine’s economy has relied on natural resources—from lumber to fishing—and the Chappells have modernized this by advocating for eco-friendly alternatives. Their brand avoids animal testing and uses recyclable packaging, aligning with conservation efforts in places like Acadia National Park, where visitors can hike trails that mirror the untouched beauty they strive to protect.
For aspiring entrepreneurs, the Chappells offer timeless advice:
- Start small: Begin with a core value, like sustainability, and build from there.
- Engage the community: Partner with local groups for mutual benefit.
- Stay true: Even in growth, maintain ethical standards.
Their home in Kennebunk, near the Rachel Carson National Wildlife Refuge, serves as a personal reminder of these principles. The refuge, with its salt marshes and migratory birds, embodies the wild Maine they cherish.
Challenges and Reflections
Not everything has been smooth. The sale to Colgate drew criticism from purists who feared dilution of values, but the Chappells have navigated this by staying involved. Today, at ages 80 and 78 respectively, they continue philanthropy through the Chappell Foundation, supporting arts and environment in Maine.
Reflecting on their path, Kate shares, “Maine has given us so much—its people, its land. We’ve tried to give back.” This sentiment captures the essence of Maine entrepreneurship: not flashy, but deeply rooted in place and purpose.
“Business can be a force for good.” — Tom Chappell, from “The Soul of a Business”
In a state where old mill towns like Biddeford are reviving with new makers and guides, the Chappells stand as elders of this movement. Their story invites us to consider how business can harmonize with nature, much like the tides shaping Maine’s shores.
