Last year, a colleague suggested I check out a startup with the intriguing, and so-very-California, name of Tao It. Founded by Berkeley professor Dara O’Rourke, Tao It aimed to tap a multiplicity of databases to rank consumer products according to their health and environmental attributes. The idea: If people could instantly learn online whether there are bad chemicals in their food and other goods, they would start buying green, putting pressure on companies to make more environmentally friendly and healthier products. When Tao It emerged from stealth mode, it was rebranded with the blander but apparently more marketable moniker GoodGuide. …
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Todd Woody is an environmental and technology journalist based in California who writes for The New York Times, Quartz, and other publications.
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