The Appel Family
The Appel Family transformed a garage-based side project into a global household name. Max Appel, with a background in fundraising, and Elaine Appel, with experience in tax and accounting, wanted cleaning products that didn’t contain harsh chemicals, but couldn’t find any. In 1986, 30 years after meeting at the University of Colorado Boulder, they started tinkering around in their garage and mixing Valencia orange oil with furniture polishes to create their first product, Orange Glo. Elaine managed finances and operations while Max tinkered, trying repeatedly to come up with something good until he finally did.
When the couple initially got started, they sold Orange Glo Wood Polish at home and garden shows, and sales grew by word of mouth. As their kids got into the act, they suggested they should think bigger. First, Joel left his job in brand management at Quaker Oats and worked to create the famous infomercials and get the product on store shelves across the US and Canada, such as Wal-Mart and Costco. David left Accenture and brought management expertise, new analytics, and a fresh dose of creativity to the business. Linda, who had worked in marketing at Young & Rubicam, came aboard. Finally, Amy helped with store merchandising. Each contributed uniquely to the company’s evolution and growth.
By 2003, Orange Glo International had grown into a $200 million company that sold more than 20 cleaning products in 15 countries. In addition to OxiClean, other products under the Orange Glo International umbrella were Kaboom Bathroom Cleaner, Orange Clean, and Power Paste. The company was an Inc. Top 10 Fastest Growing Company, and in 2006, they were recognized as one of Fast Company’s innovators of technology, work, and the world. That same year, the Appel family sold the business to Church and Dwight, parent company of brands that include Arm & Hammer, Waterpik, and Nair.
Locally, the Appels have been pillars in the community. Max and Elaine have supported, and their Foundation continues to support, numerous transformational organizations across Colorado, including Jewish Family Services, Tepeyac Community Health Center, and Firefly Autism, which now bears Max and Elaine’s names. The rest of the family is actively engaged in local businesses and philanthropy as well. David is involved in pet care and other businesses. Joel owns and runs Zaidy’s Deli and Rock the Shot with his wife, Tiffany, and serves on the board of First Descents. Linda runs Denver Urban Gardens and sits on the board of Colorado Public Radio.
Max passed away in 2024, but the family remains active in their philanthropy, supporting additional organizations such as the Jewish Historical Society, Colorado Public Radio, Temple Sinai Denver, ASPCA, No Kid Hungry, the Denver Rescue Mission, First Descents, and the Jake Jabs Center for Entrepreneurship at CU Denver.
When the couple initially got started, they sold Orange Glo Wood Polish at home and garden shows, and sales grew by word of mouth. As their kids got into the act, they suggested they should think bigger. First, Joel left his job in brand management at Quaker Oats and worked to create the famous infomercials and get the product on store shelves across the US and Canada, such as Wal-Mart and Costco. David left Accenture and brought management expertise, new analytics, and a fresh dose of creativity to the business. Linda, who had worked in marketing at Young & Rubicam, came aboard. Finally, Amy helped with store merchandising. Each contributed uniquely to the company’s evolution and growth.
By 2003, Orange Glo International had grown into a $200 million company that sold more than 20 cleaning products in 15 countries. In addition to OxiClean, other products under the Orange Glo International umbrella were Kaboom Bathroom Cleaner, Orange Clean, and Power Paste. The company was an Inc. Top 10 Fastest Growing Company, and in 2006, they were recognized as one of Fast Company’s innovators of technology, work, and the world. That same year, the Appel family sold the business to Church and Dwight, parent company of brands that include Arm & Hammer, Waterpik, and Nair.
Locally, the Appels have been pillars in the community. Max and Elaine have supported, and their Foundation continues to support, numerous transformational organizations across Colorado, including Jewish Family Services, Tepeyac Community Health Center, and Firefly Autism, which now bears Max and Elaine’s names. The rest of the family is actively engaged in local businesses and philanthropy as well. David is involved in pet care and other businesses. Joel owns and runs Zaidy’s Deli and Rock the Shot with his wife, Tiffany, and serves on the board of First Descents. Linda runs Denver Urban Gardens and sits on the board of Colorado Public Radio.
Max passed away in 2024, but the family remains active in their philanthropy, supporting additional organizations such as the Jewish Historical Society, Colorado Public Radio, Temple Sinai Denver, ASPCA, No Kid Hungry, the Denver Rescue Mission, First Descents, and the Jake Jabs Center for Entrepreneurship at CU Denver.