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HowGood: The Bloomberg for Food Sustainability
Analyzing the data powerhouse helping CPG giants navigate EUDR and beyond
While most ESG startups sell hope, HowGood sells hard data—and food giants are paying up. With 67 employees and a laser focus on sustainability intelligence, they've built a moat that goes far beyond surface-level carbon counting.
"HowGood isn't selling sustainability software—they're selling regulatory survival in a data-wrapped package."
The EUDR Gold Rush
The keyword data tells the real story: 'EUDR' (EU Deforestation Regulation) drives 32,890 monthly searches. HowGood positioned itself as the compliance engine for this regulatory avalanche. While competitors chase generic ESG buzzwords, HowGood dominates the specific pain point that keeps CPG executives awake at night: proving supply chain traceability before regulators slam the door.
The Enterprise Trap
With 44% direct traffic and only 7,560 monthly visits, HowGood isn't playing the inbound marketing game—they're closing enterprise deals through partnerships and sales. This is a classic bottom-up enterprise playbook: high-touch sales, platform stickiness, and a product that becomes infrastructure once embedded. The 67 employees suggest a lean team serving a concentrated set of high-value clients rather than chasing the long tail.
Their tech stack (jQuery, Tailwind, Bootstrap, AWS CloudFront) reveals a pragmatic, function-over-flash approach. They're not building shiny consumer-facing apps—they're shipping enterprise dashboards that work. The presence of Amplitude suggests they're obsessively tracking product usage, likely iterating on features based on how sustainability managers actually use the platform versus how they think they will.
- Domain authority built around 'HowGood' brand (120 monthly branded searches)
- The 'Eco Score Curve' keyword (430 monthly searches) indicates they've created proprietary metrics that become industry language
- Social presence across all major channels but Twitter/X remains their primary broadcast channel for industry discourse
The Infrastructure Play
HowGood is building the data layer for food sustainability compliance—once you're in, you're not leaving. This is a classic enterprise infrastructure company disguised as a sustainability tool.
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Sustainability Intelligence for Food Companies
The world's leading platform for accurate and actionable impact reduction. Measure, reduce, collaborate and report - with ease.
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About howgood.com
The world's leading platform for accurate and actionable impact reduction. Measure, reduce, collaborate and report - with ease.
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Technology Stack
howgood.com uses 17 technologies across their website including Google Fonts, HSTS, reCAPTCHA, Webflow, and more.
Fonts
Google Fonts
Security
HSTS, reCAPTCHA
CMS
Webflow
Cloud & Hosting
AWS CloudFront, Cloudflare
Email Marketing
Customer.io
Advertising
Facebook Pixel
Traffic & Audience
howgood.com receives approximately 7.6K monthly visitors and ranks #2,975,807 globally. The website has a bounce rate of 51% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:03 on the site.
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