About ShopWell
Everyone wants to eat better, but who has time to sort through all the confusing and conflicting claims to understand what foods are best? And, is what's best for you the same as what's best for me when I might have a peanut allergy, and you might be seeking high sources of protein?
In 2008, we set out to empower people to make better decisions about the food they eat. Why? Because shoppers who know the facts make better choices. Yet understanding what's right for you is difficult in a complex world where few tools exist to help you understand your choices in a simple, practical way. From this realization, ShopWell was born.
ShopWell is a free food information site that scores products on how well they meet your unique needs. With easy-to-understand nutrition information and customized product scores, ShopWell gives you easy tools to find better products for you and your family. We take the work out of reading nutrition labels so that you can focus on buying what you want as quickly as possible. We help you shop smarter so that you can eat better.
This site is for you. Explore, learn, and send us feedback to let us know what you think.
Meet the Team
Who are we? We include a rower, a brewer, a kendo instructor, a cartoonist and a karaoke master. Foodwise, we run the gamut of flexible pescatarian, strict vegan and avid carnivore.
However, as different as we may be, we all eat. And that's why we're here. Our Silicon Valley-based team of passionate food enthusiasts and nutrition experts share a common drive: a love for food and a passion to make lives better. We hope you enjoy what you see and that this site helps you become a better shopper and a better eater.
- Our team & advisors
- Top to bottom rows (L to R):
- Dave, Brendan, Jean,
- David, Rob, Scott, Jeff, Frank,
- Kacey, Karl, Pete, Antony,
- Meredith, Cristina, Michelle,
- Cindy, Katherine, Chippy & Brian
- Not Pictured: Cathy, Jenn
How We Score Foods
ShopWell aims to take the legwork out of deciphering nutrition labels by providing you with a single score for the food products that interest you, based on your unique needs. Specifically, the ShopWell scoring system assesses a product based on your age range, gender, and how well the product meets your ingredient and nutrition preferences.
These personalized scores range from 0-100 and are bucketed into three categories: green (strong match for you), yellow (medium match for you), and red (weak match for you). These scores are meant as guidelines. Although we follow strict quality assurance practices, please exercise caution if you have concerns or do have a serious food-related condition.
Our team of nutritional science professionals combines its collective knowledge to evaluate food products on an ongoing basis. Assessing products' nutritional value using ingredient lists and nutrition labels, these experts evaluate products for different demographics based on American Dietetic Association guidelines and the most up-to-date research. From in-depth interviews to surveys of dietitians and medical professionals, we have distilled this nutritional expertise into ShopWell's algorithm that delivers scores for the products on our site. We strive to deliver the most current, accurate, and personalized evaluations of food products.
How We Make Money
We don't currently make money, but we do have a plan. In time, ShopWell will generate revenue through marketing services (e.g., coupons) and market research insights (e.g., people buy product X because it is low in fiber) that we will provide to companies interested in serving shoppers who want to eat better. By engaging food producers, we hope to close the loop between consumers and producers so that better food is created that actually meets consumers' needs. In doing so, we will never compromise your privacy or our integrity as an unbiased site. We will never sell personal information, and we guarantee that advertising will always be clearly identified/labeled as such and will never impact our product scores or recommendations, period.
Contact Us
We encourage you to participate in our Feedback forums should you have any thoughts on products we're missing, features you'd love to see or anything else we can do to improve the site. The forums are open to community participation so that in addition to adding your own feedback, you can also comment and vote on what other users have proposed. We actively check the forums and aim to respond to feedback and suggestions in a timely manner.
If you'd prefer to send us an email, you may contact us at: hello@shopwell.com
We look forward to hearing your thoughts!