Are you a conscientious shopper? Do tags of ‘organic’, ‘locally sourced’, ‘homegrown’, ‘all-natural’, etc easily sway you and your shopping cart? Got questions that can better aid your shopping choices? Then HowGood is where you should stop by before you head to the check-out counter.
But if one apple touts organic certification, and an adjacent apple boasts local sourcing, which green reigns supreme? And what grocery store offers the singular scale for weighing the overall benefits? HowGood, an independent research organization based in New York City, has toppled the food industry’s many scales of sustainability to answer these questions through a more nuanced, easy to understand system.
Starting in 2007, by Alexander and Arthur Gillett, the co-founding brothers have assembled a network of industry experts, farmers and academics to create a new rating system altogether, one that encourages grocery shoppers to purchase the most sustainable foods on the shelf. HowGood’s goal is for everybody to understand the far-reaching implications of their decisions and to apply the weight of those implications in the microsecond before they choose what to buy. They want consumers to consider individual purchases on a macro level; spending $5 on your grocer’s most sustainable 1/2 gallon of milk might seem negligible, but if we encourage 100,000 other shoppers to purchase a like-minded gallon of milk today, that’s a $500,000 investment in the sustainable food economy. Producers follow the money, so we’re enabling individuals to lead the way with conscious purchasing decisions.
Read more on the venture here before you head out to the grocer’s again.