Millennial consumers care about the sustainability of what they buy more than any other generation that came before them. This point is illustrated in studies from Pew Research, Clemson University and Nielsen to name a few. Now, a New York-based consumer data company called HowGood has raised $4.2 million in a Series A round of venture funding to help retailers answer every question these discerning customers may have. HowGood provides ratings on food, personal care and other household products. The company assesses products for environmental, health and trade impacts. Its ratings appear on signage in stores, and on HowGood’s website and mobile apps, today. The mobile app allows shoppers to scan in the barcode of a given item to obtain its rating.
Grocery Labels for Do-Gooders
In this week’s happy news, I learned that the grocery products stocking my kitchen are systematically destroying society and ruining the planet. The Greek yogurt has a lousy carbon footprint. The ancient jar of mustard was produced with substandard labor practices. And those innocent-looking carrots? Raised by an evil, chemical-crazed agrimonster.
HowGood, Now With $2M In Funding, Releases Apps For More Sustainable Grocery Shopping
New mobile applications from HowGood want to help shoppers become better informed about which food is best to eat – and not just which food is healthiest, as the name suggests, but whether the animals were treated humanely, if the workers were paid fair wages, if the food was produced locally or sustainably, and much more. In addition, the company is announcing that in order to accelerate growth, it has taken in $2 million in outside funding from FirstMark Capital, Highline Ventures, Serious Change LP, Jake Lodwick and Joanne Wilson.