Consumers are more aware than ever of what we put into our bodies and bring into our homes. Cancer, immune disorders, endocrine disruptors, and forever chemicals in the food supply and household items are at all-time highs, while trust in the U.S. government to regulate food, drugs, and other consumer products is at an all-time low. Meanwhile, the EU has banned more than 1200 chemicals commonly found in U.S. household products and food.

But it’s not all bad news. We’re in an unprecedented era of CPG industry innovation. Science has advanced such that, for the first time in history, safe and sustainable products exist that are just as effective as their traditional counterparts. Plus, evolving supply chains and eCommerce sites give more Americans access to healthy and sustainable products than ever before. Armed with trustworthy information, we’re willing to pay a little more for fewer, better things. But how can consumers know which brands to trust?

Transparency, veracity, and consumer education are paramount if we’re going to stop buying what is fast and cheap at the expense of our health and planet. That’s where Novi comes in.

We help retailers and brands build back trust by verifying ingredients, claims, certifications, and ads. We build tech that makes it easier to verifiy product claims to ensure that customer can find the products they need. Because the pool of consumers who shop their values is growing by the day. And the brands that make good goods are the ones that deserve our business.