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Better than 75%Better than 75% of all food produced in the U.S.
Better than 85%Better than 85% of all food produced in the U.S.
The best 5%The best 5% of all food produced in the U.S.

How it works

HowGood translates its research on to customer-facing shelf tags and partners with grocers across the country to make it easy for consumers to find the best products. Products with a HowGood tag are the top in their industry, and every tag reflects the overall integrity of a product's sourcing standards, processing practices, and company conduct.

Best for the world
  • Sourcing
    • Growing
    • Procurement
    • Labor
    • Livestock
    • Distribution
  • Production
    • Ingredients
    • Workforce
    • Processing
  • Organization
    • Management
    • Community
    • Employment
    • Environment
Best Practice Standards not met
  • Wall Street Journal
  • The Guardian
  • Tech Crunch2
  • Forbes

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Expert Perspective

  • ... start by experimenting with sustainable food products to compare their taste and quality against non-sustainable products ...
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    BIG ISLAND BEES
    The biggest thing consumers can do to change the food system is by becoming informed and purchasing sustainable food products from small businesses. “Voting with your wallet” does ultimately influence industry behavior. Consumers can start by experimenting with sustainable food products to compare their taste and quality against non-sustainable products, and learning about the long-term damage non-sustainable practices have on our agricultural industry and environment. Consumers will find that they are choosing better tasting, better quality products at the same time they are contributing to wider change in the food industry.
    BIG ISLAND BEES
  • ... our eggs are raised from chickens with acres of outdoors to roam ...
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    HANDSOME BROOK FARM
    Previously, the only eggs available at grocery stores were produced by large corporate factory farms, where chickens (even organic hens) were raised without true access to the outdoors. Handsome Brook Farm has changed this by creating a model where our eggs are raised from chickens with acres of outdoors to roam, exclusively on small family farms, and sold through retail grocery chains to customers. Thus we have created an entirely new segment in the dairy case, providing the best quality egg from the most humanely raised hen.
    HANDSOME BROOK FARM
  • This country’s farmers have always been the backbone and foundation of our economy.
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    NATURAL DAIRY PRODUCTS
    At Natural Dairy Products, we are, have been and always will be in business to support the family owned and operated farms we procure our milk from. This country’s farmers have always been the backbone and foundation of our economy. We improve the food system by promoting and supporting organic farming and the sustainable use of our natural resources. We use the principles of grass based dairy production as a means to improve the quality of our products, maximize the health of our cows and protect our watersheds. This enables us to produce foods that benefit consumers and farmers alike.
    NATURAL DAIRY PRODUCTS
  • ... we are building a food business that is centered around social responsibility and positive change.
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    REAL PICKLES
    At Real Pickles we are building a food business that is centered around social responsibility and positive change. By supporting organic agriculture, building a market for our local farms, minimizing our environmental impact, and creating meaningful and living wage jobs, we hope to provide a model for food manufacturing that is financially, socially, and environmentally successful. We view Real Pickles as a community asset and partner, not just a pickle business. A central part of what we do is to engage with our community to help build a better food system that supports both people and our planet.
    REAL PICKLES
  • Many simple, natural, products are just as eective, or even more eective, than their human engineered counterparts.
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    REDMOND TRADING CO.
    Many companies today look to improve our food system through science and technology, and there is certainly a place for both of those. Nature also has a beautiful simplicity that today is too often overlooked. Many simple, natural, products are just as eective, or even more eective, than their human engineered counterparts. At Redmond we believe nature has it right. We keep our products simple, clean, and real–just the way nature intended.
    REDMOND TRADING CO.
  • ... we know the farmers, truck drivers, manufactures, sellers, buyers, and customers.
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    SPIRIT CREEK FARM
    For us it is all about knowing. We want food to taste good. We also want to know that it is good. That means we know the farmers, truck drivers, manufactures, sellers, buyers, and customers. We are all of these people continually. And by knowing and being all of these people we are more connected and have greater understanding of each other. We share an experience. We share the experience of Living. Food is an important, essential, and fabulous part of that experience. It's good to know you.
    SPIRIT CREEK FARM
  • ...the future of better-for-you foods lies in our ability to discern and select.
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    Tony Olson CEO SPINS
    ...the future of better-for-you foods lies in our ability to discern and select.
    Tony Olson CEO SPINS
  • My vision is to return farming to a noble profession...
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    TRADERS POINT CREAMERY
    My vision for the future is to be able to debunk the industrial model of food which nearly bankrupts the conventional farmer with more seed cost, more chemical and genetic modification, more tractors and more devastation to the soils. My vision is to return farming to a noble profession, where traditional farming practices with benefits of science and technology help invest in the soil. Our motto at Traders Point is to “Nourish the land that nourishes us all.” I believe that through these practices we will all be able to feed ourselves nutritious, healthful food.
    TRADERS POINT CREAMERY
  • ... we are constantly working at sharing our farmers’ stories and showing their operation.
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    TRICKLING SPRINGS CREAMERY
    We believe one of problems in the food system is the lack of transparency from the initial producers (the farmers & growers) to the consumers. While we are not perfect, we are constantly working at sharing our farmers’ stories and showing their operation. We have profiles of many of our family farms online and only use photos from our community of family farms to promote our products.
    TRICKLING SPRINGS CREAMERY
  • ... humanely raised, sustainably produced, and, best of all, naturally delicious and more nutritious!
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    VITAL FARMS
    Consumer education and choice is the single largest driver of change. Once people know and appreciate how and where their food is produced, they connect to it in a far more meaningful way. And once they act on that new knowledge by changing their buying habits, it’s very dicult for them to go back. Which allows companies like us to aect real, lasting change in the food system. At Vital Farms, we see the general lack of understanding of the harsh realities of factory farming as our greatest opportunity to educate consumers about how dierent our eggs are, in every way –humanely raised, sustainably produced, and, best of all, naturally delicious and more nutritious!
    VITAL FARMS
  • Being passionate and proud of what you are eating is what we are all about.
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    WILDERNESS POETS
    We hope that what we are doing is contributing to improving the North American Food System by helping people to take their nutrition and health into their own hands. We love hearing that people all over the country are using our nut butters and superfoods to make cooking more inventive, imaginative, and fun. Our customers are constantly sending us photos, texts, and even videos of what they are creating with our product. They say our foods inspire them to turn food prep into art. Being passionate and proud of what you are eating is what we are all about.
    WILDERNESS POETS
  • Caring for your food... is one of the few issues left in America that unifies people across party lines.
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    Yadim Medore Founder & CEO PURE ( Branding
    Who cares about where our food comes from, how it’s made and by whom? And what level of trust is there in the food system as a whole? When the brothers Gillett started HowGood seven years ago they brought with them a passion for sourcing, buying and eating healthy, sustainable food. Clearly they cared. And they created a rating system that would help people determine which food companies to trust. But are they alone in their concern? As a branding and market research company that specializes in the natural products industry, Pure Branding has asked these questions about who cares and the level of trust in the North American food system to thousands of people in many studies over the ...
    Yadim Medore Founder & CEO PURE ( Branding
  • ... stop rewarding the companies who tell us fast and easy is better than good ...
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    MEADOW CREEK DAIRY
    If consumers want to change our food system, they should buy quality food they love. Our current system encourages us to think of food only as fuel. In the short run that may mean we can feed ourselves quickly and cheaply, but in the long run our disregard for what we put in our bodies is killing us. If we become mindful of the food we eat, if we stop rewarding the companies who tell us fast and easy is better than good, then the system will have to change with us or be left behind.
    MEADOW CREEK DAIRY
Because of HowGood

136 million

better purchases were made in 2014
In 2015, let’s make it to

1 billion!

We collect data from over 350 sources, including:

  • Bird Friend
  • Fair Labor Certification
  • USDA
  • Animal Welfare Approved
  • Aquaculture Stewardship Council
  • Certified Humane
  • Fair Trade
  • Food Alliance
  • Global Animal Partnership
  • Humane Heartland
  • Marine Stewardship Council
  • Monterey Bay Aquarium Seafood Watch
  • National Dairy Farm Program
  • National Fisheries Institute
  • Non-GMO Project Certified
  • Ocean Trust
  • Oceanwise
  • Rainforest Alliance
  • Roundtable on Sustainable Palm Oil
  • True Source Honey
  • United Egg Producers Certified
  • USDA Organic
  • Utz Certified

View Every Rated Product

The HowGood App has over 137,000 of them!
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Key Features:

  • Unlimited Usage
  • View all the ratings: Good, Great, Best
  • No cost, no ads
  • Scan or search for the best products in your grocery store
  • Information about your food that you can trust
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Indicators: How We Rate Every Product

  • Sourcing
    • Growing
      • Pesticide Practices
      • Fertilizer Practices
      • Grower Type
      • Grower Record
      • GreenHouse Gas Profile
      • Habitat Risk
      • Site Diversity
      • Livestock Index
    • Procurement
      • Grower Type
      • Grower Size
      • Industry Profile
      • Ingredient Impact
      • Grower Reltionships
      • Grower Conditions
    • Labor
      • Labor Hierarchy
      • Geographic Profile
      • Labor Accountability
      • Current Labor Relations
      • Current Labor Conditions
      • Labor Regulations
    • Livestock
      • Feed Analysis
      • Animal Welfare
      • Pasture Use
      • Pesticide Practices
      • Fertilizer Practices
      • Antibiotic & Hormone
      • Waste Management
      • Historic Record
    • Distribution
      • Ingredients Sourcing
      • Geographic Distribution
      • Method of Transport
      • Carbon Analysis
      • Refrigeration Needs
      • Packaging
  • Production
    • Ingredients
      • Ingredient Impact
      • Manufacturing Needs
      • Safety Record
      • Geographic Impact
      • Preservatives
      • Stabilizers
      • Flavor Enhancers
    • Workforce
      • Geographic Profile
      • Manufacturing Sensitivity
      • Workforce Oversight
      • Current Labor Relations
      • Workforce Conditions
      • Workforce Regulations
    • Processing
      • Mechanical Processing Profile
      • Chemical Processing
      • Heat Processing
      • Energy Sourcing
      • Pasteurization Type
      • Ingredient Degradation
  • Organization
    • Management
      • Policy Impact Index
      • Management Pay Structure
      • Discrimination Record
      • Accounting Record
      • Regulatory Infractions
      • Disclosure Records
      • Corporate Structure
    • Community
      • Community Engagement
      • Legal Disputes
      • Reputation Index
      • Competitive Practices
      • Greenwashing
      • Historic Policy Impact
    • Employment
      • Risk Profile
      • Geographic Profile
      • Historic Labor Relations
      • Employment Conditions
      • Discrimination Record
    • Environment
      • Industry Profile
      • Emissions History
      • Clean Energy Profile
      • Clean Water Act
      • Chemical Spills
      • Waste Management

Partnering with Leaders in the Food System

  • Down to Earth
  • FreshOp
  • Lowes Markets
  • Roots Market
  • SPINS
  • Common Ground
  • Chequamegon Food Co-op
  • Dean's Natural Food Market
  • Food Cellar
  • Rainbow Acres