SAN FRANCISCO, CA and MIDDLETON, WI -- (Marketwire) -- 11/17/09 -- GoodGuide and Alice.com have joined forces to help consumers be even smarter when buying household essentials online. Shoppers choosing products on Alice.com can now see GoodGuide's independent health, environmental and social responsibility ratings for everyday items such as cereal, cleaning products and baby shampoo. GoodGuide is also integrating links on its site to Alice.com, providing consumers with an easy option to purchase products they have researched on GoodGuide.

Covering more than 62,000 products, GoodGuide ratings help shoppers with decisions such as choosing the healthier of two moisturizers, determining what's in various all-purpose cleaners and learning whether organic product manufacturers have good social practices to go along with their healthy manufacturing processes.

"GoodGuide ratings influence consumer purchasing decisions," said Dara O'Rourke, founder and CEO of GoodGuide. "Buyers are five to ten times more likely to make a purchase after reading GoodGuide ratings. Our goal is to make sure consumers can access our information wherever and whenever they shop so they are able to choose better products for their families. Alice.com's unique new service is making it easy for consumers to buy all of their household essentials online and our ratings will enhance that experience."

"Sustainability concerns have reached a tipping point in the Consumer Packaged Goods (CPG) market, and the industry is doing some really exciting things to meet the growing demands of consumers for safe and healthy product choices," said Brian Wiegand, co-founder and CEO of Alice.com. "But getting independent, scientifically-based information on products can be complex and time-consuming. That's why we are so excited to team up with GoodGuide to make information about products transparent at the point of purchase when they need it most."

About GoodGuide

GoodGuide helps consumers find safe, healthy, and socially responsible products and companies. GoodGuide currently offers detailed product information for personal care, household chemical, toy and food products on its website at www.goodguide.com, through its iPhone application and on online commerce websites. By making information about consumer products transparent, GoodGuide's goal is to help people shop smarter and motivate companies to offer even better products. GoodGuide is an independent B Corporation, a new type of company which uses the power of business to solve social and environmental problems.

About Alice.com

Alice.com is changing the way consumers shop for household essentials, giving them a convenient, personalized and cost-effective means to buy all of their household goods online. Powered by the Consumer Packaged Goods (CPG) industry, Alice.com operates as a shared industry platform that allows CPG manufacturers to set prices, capture retail margin and conduct targeted advertising campaigns that deliver added value to their end consumers. Co-founders Brian Wiegand and Mark McGuire have an entrepreneurial track record that includes three previous start-up successes: Bizfilings.com (sold to Wolters-Kluwer in 2001), NameProtect.com (sold to Corporation Services Corporation in 2007), and Jellyfish.com (sold to Microsoft Corporation in 2007).

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