How can we tell if foods meet our expectations? A newcomer among the many consumer product apps, MyLabel, a Lyon-based startup, has explored this topic.
With this app, users can examine in real time the carbon footprint, traceability, ethical or nutritional value of a food item. If the product does not meet one or more expected criteria, an alternative is suggested. A browser extension provides the same information for online shopping. The MyLabel app is free and ad-free, funded by the anonymous resale of collected user data.
Immediately find the traceability of your product
After downloading the mobile app, you simply enter your expectations regarding environmental, societal, and health impact. For in-store shopping, a scan of the product on a smartphone allows you to immediately determine its origin, nutritional value, use of pesticides, or farmer compensation.
If the product meets expectations, a “My” pictogram appears. In case of incompatibility, “Not My” appears, with the option of finding alternatives that better align with your preferences.
For online shopping, the principle remains the same. Simply download the MyLabel extension on your browser and link it to your account, then visit a major retail site. The products offered appear based on previously expressed preferences, directly associated with the “My” and “Not My” pictograms.
Sustainably evolve the food industry’s offerings
L’évaluation des aliments réalisée en amont par MyLabel s’est déroulée sur deux ans, avec une compilation de sources issues de différentes ONG telles Bio Consomm’acteurs, FAIR[e], un monde équitable ou Greenpeace France.
Initial feedback on app users’ expectations indicates a clear concern for health (80% of consumers selected this criterion), ahead of the environment (65%) and social aspects (45%).
As the app is free and ad-free, MyLabel funds itself by selling aggregated anonymous data of its users to food companies, while ensuring statistical confidentiality (no personal data). Apart from the expected profitability of MyLabel, the interest is multifaceted. And it could allow for a reshaping of the food industry based on consumer values.
Since its launch a year ago, the app has been downloaded a little over 30,000 times; its creators aim to reach the milestone of 100,000 users, in order to have a solid reference base.
