TechCrunch | 03.02.17

HowGood raises $4.2 million to guide shoppers to products that match their values

By Lora Kolodny

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.

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