1. HowGood
HowGood ratings are the
world's best source of
information on the
environmental and social
impacts of the food you
eat. On the shelves of
grocery stores, HowGood
ratings enable shoppers to
make informed decisions
and to buy better.
October, 2012 HowGood Brief
Rating the "Goodness" of the
groceries people buy
HowGood was founded in 2007 on a simple
philosophy: consumers deserve to know which food
products are the best for their families, their
environment and the world.
We look forward to working
together: Our rigorous research process allows us to
understand companies and grade steps in the food
Alexander Gillett – CEO process. Then we package those grades in a way that
Alexander@howgood.com is easy for shoppers to understand.
646.683.1722
We’re good for grocers, too. Implementing
Vic Tortorici - EVP/Sales HowGood in your store is proven to expand your
vic@howgood.com
619.991.0048 consumer base, increase your basket size, and
bolster your brand’s image.
Sarah Souli - Dir. of Sales
sarah@howgood.com
215.460.1148

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Let us show you what HowGood can do for
your stores.
About us:
HowGood is based on the premise of wanting to know category managers can use it to source the best
which foods are the best foods to buy. Our research products.
process grades companies and their products on over
sixty metrics, including environmental friendliness,
Consider these facts:
sustainability and labor relations. We package those ü Despite an economic downturn in the US, 80% of
grades with a simple rating, easily interpreted by sustainably inclined shoppers are looking to buy
shoppers. The program is also an effective way to green. Source: Natural Marketing Institute
inform your category managers about a product's ü Over 65% of surveyed consumers have seriously
efforts in Environmental Stewardship from farm to fork. considered the sustainability of the foods and
ü Implementing HowGood will improve your beverages they buy. Source: International Food Information
Council Foundation 2012 Food & Health Survey
consumer base, basket size and brand image
by: ü Consumers with high expectations for corporate
• Promoting customer retention and acquisition responsibility are willing to pay up to 67% more
• Demonstrating to the local community your for an ethically produced product. Source: WSJ
support of ethical and sustainable foods ü 79% of surveyed consumers report that it is
• Being seen as a thought leader “extremely” or “very” important to buy products
• Creating positive buzz and word of month from companies that share their personal values.
Source: WSJ
about your stores
• Increasing tonnage and sales When it comes to making purchasing decisions,
shoppers want honest answers with just one glance.
The HowGood sustainability score is used in two Presently they can only see the price and size of a
ways. It can be embedded in your shelf price tags so product. And yet a growing number of shoppers want
busy shoppers can quickly determine the goodness of
to know: How good is this product for my
a product and make informed purchases. In
conjunction or as an independent program, your family, my environment, and the world?
2

3. HowGood ’s rating system
empowers your customers to make informed
purchasing decisions in-store. When planning
dinner for their family, your customers want to
know just how sustainable, ethical and natural
their food is. HowGood puts you directly in touch
with your customers by clearly communicating
the honest truth about food products.
HowGood is an effective way for you to promote
the most sustainable products in your store.
Implementing HowGood, which rates over 90% of
your store’s products, will solidify your image in
the community as a committed purveyor of
ethically made food. Our visually inspiring shelf
tags can be integrated with the current look and
feel of your store, conveying this philosophy
efficiently and positively.
HowGood’s
Impacts
1 BRAND
You know the facts. Sustainable food is the fastest
Demonstrate that you care
—
growing market in the grocery industry. Consumers are
about the local community
increasingly going out of their way to shop at sustainably
— Be Seen as a thought leader
committed stores like Trader Joe’s and Whole Foods.
— Create Buzz and word of mouth
about your stores HowGood’s targeted sustainability rating program allows
— Let us promote you throughout your store to compete head-on with these stores. Current
the launch of our program customers will do all their shopping at your store,
increasing retention. Buzz and word-of-mouth will draw
2 BASE
new customers, growing your base.
— Promote customer retention
and prevent erosion
— Promote customer acquisition
Let’s talk figures. The average basket size for Whole
— Bring in a audience that spends
triple the average basket size Foods is $67. That’s $41 more than the national average
of $26. Customers are willing to spend the extra dollar
3 BASKET when they trust a store’s dedication to sustainability. In
— Improve the Composition of fact, we’ve seen a 26% increase in the sales of a store’s
purchases
highest rated products. And because ethically made food
— Increase tonnage
is generally more expensive, that translates to higher
— Increase dollars
basket size and revenue for your company.

4. Putting it to Work
We know your time is valuable, which is why we designed our
program to be implemented swiftly and easily, with little labor
or time from your side.
The first step is for you to send us your master list of UPC
products. We then synthesize all your products with our
database of ratings.
All we require from your store is just one day to physically
implement our rating system onto your store’s shelves, and to
set up our educational collateral. Throughout the process, we’ll
work with your staff to ensure a smooth and quick transition-
and your customers’ shopping habits will begin changing in no
time.
Call us today: 888 601 3015
HowGood’s rating program is easy to implement
The
HowGood The HowGood tag is placed on Your tag is then
1 2
team looks the channel strip placed on top
forward to
working with
you
HowGood, 86 India St 3 Customers begin to interact with your new sustainability
program.
Brooklyn, NY 11222
Take advantage of our No risk No obligation offer, requiring
www.howgood.com
little extra effort and see the impact on your consumer base,
basket size and brand image.