HowGood, a New York City-based in-store food rating system, closed a $2m round of funding.
Backers included FirstMark Capital, Highline Ventures, Serious Change, Jake Lodwick and Joanne Wilson.
The company intends to use the funds to accelerate the growth of its products into retail markets across the U.S., and fund additional innovations.
Founded in 2007 by Alexander Gillett, CEO, HowGood is an independent research organization that provides an in-store rating system that identifies industry leaders in the food system. It determines the overall goodness of food and awards ratings to the best products, allowing consumers to make fast and informed purchasing decisions. For businesses, HowGood is a tool to help promote sustainable products, attract customers and strengthen the brand.
To date, the solution has rated over 100,000 products.
The company has also launched a new mobile app – available for both iPhone and Android – featuring a scoring system. a barcode scan, and search and navigation.