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 GoodGuide.com.
"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 Wired.com. "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?"