One summer a few years ago, Dara O'Rourke was doing what he'd done dozens of times before: putting sunscreen on his five-year old daughter Minju before she went outside to play in the summer sun. The thought occurred to Dara, "I wonder what's really in this stuff?" So, being a Professor at the University of California-Berkeley, Dara researched the sunscreen. What he found was surprising and disturbing: the sunscreen he'd been putting on Minju for years had a toxic ingredient.

At that moment, Dara realized how little we know about the products we bring into our homes every day. He knew that other parents should have the same access to product information that he and his fellow researchers had. He also wanted to solve the problem of increasingly confusing marketing claims regarding whether products were actually healthy, safe or green.

So he brought together both academic and technology experts to create a world-class team of scientists, consumer researchers, technologists and industry professionals. From Google, Amazon, eBay, PayPal, and Intuit, to MIT and the University of California, we've developed a "For Benefit" startup at the forefront of integrating science and technology, working to fill a huge information gap in the marketplace.

Our team is dedicated to combining the best science and technology available, with what's most important to you. Our goal is to provide the most comprehensive, credible, and useful information in the world, on products and companies delivered whenever and wherever you need it. We're making information available and easy to use so each of us can express our own values and concerns in the marketplace.

GoodGuide is incorporated as a "for benefit" organization. This new organizational structure enables us to access the resources and expertise of for-profit enterprises, while maintaining a deep commitment to our social and environmental mission. At GoodGuide we're about more than just making money. We are a independent organization, dedicated to providing you with the best available information on products and companies. Our commitment to being socially, ethically, and environmentally responsible is written right into our "for benefit" charter.

To date, GoodGuide has rated over 70,000 personal care, household cleaning, toy and food products. With GoodGuide you can:

• Find safe, healthy and green products that protect you and your family
• Search or browse over 70,000 food, toys, personal care, & household products to see what's really beneath the label
• Use expert advice and recommendations on products to quickly learn the impacts of what you buy
• Find better products and make purchasing decisions based on what's important to you
• Create a personalized shopping list with the products that are right for you and your family

GoodGuide gives you the best information available, wherever and whenever you need it most. We'll help you find better products that represent your values, avoid products that are harmful to your health, the environment, or society and enable you to take actions to help improve the world.

This information is available on our website at www.goodguide.com and on your phone when you download our free iPhone application or text message us to find safe, healthy, and green products. Please check out our submission to the N2Y4 Project Gallery at http://www.netsquared.org/projects/goodguide.