Our Story

About Us

The GreenChoice™ platform empowers consumers to create a healthy, just and sustainable world by inspiring value-based purchases and responsible consumption. We score groceries for health and sustainability, leveraging expert analysis and machine learning to aggregate and synthesize information on industry, companies and their products. We collect and use data from many well-respected scientific authorities, non-profits, and third-party certifiers.

Our GreenScores™ enable individuals to quickly identify products that align with their values. The GreenScore™ System scores each product (0 to 100) for: level of processing, nutrition, health safety, animal welfare, human rights, environment, and transparency, which together compile a product’s GreenScore™.

We’re developing a mobile application which enables users to find food and beverage products that match their personal values, dietary needs and budget. If you’re interested in participating in our private beta you can SIGN UP to receive early access. MORE INFO COMING SOON.

Through comprehensive product scoring, personalized user feedback and increased connectivity, GreenChoice hopes to foster large communities of informed consumers.

Live your healthiest life with GreenChoice; good for you and the planet.


Our Team

Galen Karlan-Mason
CEO & Founder

By inspiring communities through their own empowerment, we can scale our impact to unimaginable proportions.

Aishwarya Umachandran
Lead Software Engineer

I believe in giving more than you take. This is the first step to having a happy, healthy & sustainable environment.

Varun Srivastava
Lead Data Scientist

Having knowledge is a privilege. My mission is to use this knowledge to do right by our environment and our society.

Maeve Donohue
Operations Manager

I aim to be part of a movement that encourages a more peaceful and sustainable way of living, so we can create a better world for future generations!

Our Advisors

Doug Dagan
Legal Advisor

Environmental Attorney & Consultant

Jimmy Karlan
Creative Advisor

Director of Science Teacher Certification at Antioch University

Barry Berman
Industry Advisor

EVP, Stop & Shop (retired) / Former CEO of Bradlee’s Dept. Stores

Paul Fennelly
Science Advisor

SVP, Global Industry Sectors, AECOM Env. (retired) / Advisor, Mass Clean Energy Center

Moses Jaenson
Sales/Culture Coach

Software Sales & SaaS / Master of millennial psyches

Our Purpose

Conventional agriculture is responsible for nearly a quarter of global greenhouse gas (GHG) emissions, while traditional mono-cropping and livestock rearing require an unsustainable amount of energy, water, and chemicals to produce our food. Furthermore, many industrialized practices have normalized the exploitation of farmers, workers, and animals. We’re here to change this.

GreenChoice™ will empower consumers to support a sustainable food system by purchasing environmentally-friendly and socially-responsible products. No longer will consumers be subjected to the misleading claims and confusing labels made by major food and beverage producers, which make even the most informed consumers anxious about which eggs to buy: free range or cage free; non-GMO or vegetarian fed; local non-organic or non-local organic? GreenChoice™ will harness the power of personal computers and smartphones to inspire consumers to make point-of-purchase decisions that align with their personal values – leading to behavioral changes, improved communal health and happiness.

With millions of users, GreenChoice will leverage consumers’ collective power to push industry to produce products that nurture, rather than harm, people and the planet. In this way, GreenChoice users will contribute to the development of healthier, more just and sustainable communities.