College of Natural Resources, UC Berkeley

Professor's startup company empowers consumers to see through "greenwashing"

September 29, 2008

Even when it was just an idea, Professor Dara O'Rourke's plan to deliver environmental, social responsibility, and public health information about consumer products directly to shoppers was making headlines.

Now, after an extended leave from campus to pursue the project as an entrepreneur, O'Rourke and his colleagues have publicly launched


"I think there's a burgeoning awareness that there is a global supply chain behind a product," Dara O'Rourke, GoodGuide's founder and a Berkeley professor, told "People are seeing that there are real costs to these everyday low prices. The question is, can we deliver this information in a way that is simple and easy and helps people make decisions?"

Other stories:

Video: Goodguide helps knowledge of products

GoodGuide Launches to Shine a Light on Products


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