The New York-based startup HowGood, which provides a sustainability database for consumer product ingredients, is publicly launching its product Latis and has already signed an initial customer with Danone North America, the company said.
The company said that its Latis tool can be used to determine the impact of any ingredient or product against environmental and social metrics, like biodiversity, greenhouse gas emissions, labor risk and animal welfare.
“Consumers no longer just want the best product at the best price,” said Alexander Gillett, CEO and founder of HowGood, in a statement. “Today’s shoppers place value on protecting the environment and ensuring that the brands they support align with their personal values.”
Aggregating information from academic papers, industry findings, research from non-governmental organizations and other sources, Latis can be used by product development groups inside corporations to assess the implications of using certain ingredients.
Because the information is only used by the company to inform product development, there are no guarantees that product developers won’t use toxic or environmentally damaging products — they’ll just have the opportunity to be aware of how those products effect biodiversity, greenhouse gas emissions, labor risk, and animal welfare.
The company currently has data on more than 33,000 ingredients, chemicals and materials, according to a statement. HowGood is backed by investors including FirstMark, Great Oaks Venture Capital, High Line Venture Partners, Joanne Wilson and Contour Venture Partners.
“Having an impact assessment tool for our product portfolio is raising the sustainability awareness of our product developers and brand teams,” said Takoua Debeche, SVP of Research and Innovation at Danone, in a statement. “This holistic tool is critical to improving the sustainability impact of our brands.”