Today, consumers are demanding environmental responsibility in everything from the buildings they live in to the products they buy. The food is great. While more and more food companies are claiming their products are “sustainable,” a New York-based startup in Brooklyn wonders how good that claim is. The company is called HowGood.
HowGood analyzes thousands of components – more than 33,000 so far, the company says – the product’s greenhouse gas emissions, water use, land use, the impact of soil biodiversity, deforestation, animal welfare concerns, and more. .
Each component of each product has different environmental impacts, all of which vary from region to region. For each product analysis, HowGood takes 250 different attributes of these components and reduces them all in one evaluation, which companies can use to improve their products.
“HowGood provides sustainability intelligence,” said Alexander Gillett, CEO of HowGood. “The idea here is that we have the world’s largest database on food sustainability, and that companies can now use it to make better decisions and be more transparent.”
“My friends like to tell me I can spoil any food group,” Gillett joked.
But companies are hungry for data, both to meet sustainability goals and because customers are increasingly demanding it. Chipotl uses HowGood for its Foodprint, a measure of its carbon footprint. Kraft Heinz is a new customer, now experimenting with some of its basic products.
“We are already exploring some interesting and beneficial things with cheese, as well as alternatives based on plants in the same category,” said Jonah Smith, global head of environmental social governance at Kraft Heinz. “We are thrilled to see how HowGood can really help us, with its extensive catalog, exploring more carbon-friendly alternatives, as well as our other ESG measures.”
While companies like Kraft Heinz and Walmart are buying in-depth data to evaluate their products, consumers can also use the HowGood app to check the durability of the products they buy.
Gillett says the company sees the demand for product manufacturers’ data as “inspiring”, but admits that a very small fraction of the millions of products in the HowGood database get the highest rating. Less than 5%, he said.
“Most companies, in particular, complain that we value them too much. And we agree with that. We’re fine with being difficult. It’s a difficult problem to solve, and I think it’s a great thing that these companies say it, but then they trust it,” Gillett said.
HowGood now has about 40 employees, but expects it to triple in the coming year. Its sponsors include Titan Grove, Firstmark Capital, Serious Change, Danone Manifesto Ventures, Contour Venture Partners, Great Oaks Venture Capital and Astanor Ventures. The company has raised $ 26.5 million so far.
Chipotle and Kraft use the startup company HowGood to track how green they are
Source link Chipotle and Kraft use the startup company HowGood to track how green they are