I’ve been a big fan of GoodGuide — the online database for information about whether a product is healthy, environmentally friendly and ethical — since it launched at the TechCrunch50 conference in September. But as much as I admired GoodGuide, I didn’t actually use it all that much, simply because the site used to focus on products that I don’t spend much money on — namely personal care and household cleaning products, with the recent addition of toys. Now the Berkeley, Calif. company has some information that I plan to use much more frequently: Food listings.
Since GoodGuide’s big selling point is the comprehensiveness of its data, it’s no surprise that the company took its time before adding such a big category. At the same time, this is something that needed to happen. I spend a lot more time thinking about my health and carbon footprint in relation to food than, say, my shampoo. Most of my friends would say the same. And we’re not the only ones — just take look at the success of stores like Whole Foods.
At the same time, most people are aware that just slapping an “organic” label on a food product may not mean much, so GoodGuide offers detailed information about your food, such as the environmental practices used by its manufacturer, how its nutrition stacks up against similar products and more. GoodGuide even allows you to check its listings while you’re out shopping via its iPhone application.
GoodGuide has raised $3.73 million in a first round of funding. Competitors include World of Good, which focuses less on data and more on connecting ethical businesses with ethical shoppers.