Finch, the Digital plug-in tool that provides Sustainability ratings on all your favorite products with CEO Lizzie Horvitz.

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More than anything, we're
catching this.

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Massive, massive group of
people.

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It doesn't really that's, it's
not a race gender age thing,

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it's more, you know, there are
these hyper green people who are

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going to be vegan and not fly
and do anything to reduce our

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carbon footprint.
I've to seven percent of the

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population.
And then you have, let's say 20

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to 30 percent of the population,
who either don't even believe

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in.
Climate change or are never

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going to do something.
Everybody else is really in that

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middle ground, who wants to do
something about sustainability?

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Feels guilty about climate
change, but doesn't really know

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where to start.
And again, doesn't have those

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more than seven minutes to
research any of it online.

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And so that's a huge, you know,
60% of the popular, okay?

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Say it's about 70%.
We really when you think about

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it cuz you throw in the green
guys, and the other, you know,

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that 70% of the population is
guys care about it.

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Welcome to the environmental
transformation podcast where we

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talk with industry leaders,
climate Champions and

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sustainability professionals,
who are making an impact in

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their businesses.
Today, each leader solving

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complex challenges and provide
Solutions within the respective

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areas of expertise.
And here's our host, Sean Grady.

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Hello ET Nation.
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Welcome to the environmental
transformation podcast.

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I'm your host, Sean Grady and
today's guest is Lizzy.

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Orbitz, she is the CEO and
founder of Finch and bench is a

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digital sustainability tool that
rates environmental and social

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impacts on consumer products to
better understand their

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environmental footprint and the
potential purchase of the at the

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point-of-sale Lizzie.
Welcome to the show.

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Thank you so much for having me,
Sean?

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Yeah, no, this is good.
Hey, you know, you we connected

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a little while ago and they get
to learn a little bit about

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fench and what you guys are
doing.

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Tell us us a little bit about,
you know, how you got started

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and little history on bench and
what the product really does.

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So I've been in the
sustainability space, for my

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whole career, passionate really
about climate mitigation in the

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private sector and after
graduate school in this space

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and working at a massive
company, I was at Unilever for

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three years something
interesting.

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So that happening in my personal
life where I began to get a ton

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of questions from family and
friends about what they could do

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to reduce their own footprint,
they were feeling pretty

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powerless and I did not have the
Answers people would ask me, you

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know what diapers were best for
their new baby or but you know

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deodorant wasn't going to give
them breast cancer Etc.

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And I had no idea where to
direct them because I found that

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the content had either, you
know, these academic studies

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that are kind of tough for the
average human to digest and then

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on the other side we have this
rise of blogs which are

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well-intentioned but not really
based in data or science.

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And so what I was really looking
for was the nerd.

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Wallet for sustainability.
So if you're familiar with

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NerdWallet, it's your One Stop
Shop for anything, personal

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finance related, and nothing
like that existed in

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sustainability.
And that was really how Finch

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started or a little bit, maybe
like Yelp, right, looking for

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that restaurant and
crowdsourcing, you know, the

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good products or the good
restaurants and, you know,

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understanding like, what's a
good one and what's not and

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Grading these things.
And so, so, you know, this all

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revolves around a commercial
product, it's out in the market.

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And getting a better idea of its
carbon impact and social impact

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to the consumer as they they
potentially purchase.

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It sounds like right.
Exactly.

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Yeah.
So essentially, the way that

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consumers you can use it now is
through Amazon, you download a

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extension onto your browser and
if you're not familiar with

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extensions, there are some great
ones out there.

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Honey grammarly or two good
examples that I always use.

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You download it once and then
every single time you shop on

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Jean, you click on a product
Finch will tell you what the

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score of that product is and
then a couple of Alternatives in

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case you're interested in making
a better purchasing decision.

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So unlike an app on mobile that
you have to sort of open every

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time you want to use it, this
will just naturally pop up

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whenever you are on Amazon.
Okay.

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Yeah, I'd add a little question
about that down the road.

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So, we'll get into that again
because I think you're touching

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on some interesting things for
the consumer.

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Let's talk about, you know, How
is the house finch helping the

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the, you know, the consumer
itself?

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You know how does it really
evaluate these products and make

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them aware of?
You know what the benefits are

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or the negative effects of some
of the products I think in a

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couple of ways, the main way we
do it is we're just really

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teaching a new language around
sustainability.

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I think right now greenwashing
is a massive problem where we

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all collectively are throwing
around words like Cosmetics or

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all-natural deodorant.
And the reality of those words

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is that they don't mean much
right, unless it's a regulated

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word like USDA certified
organic, right?

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Or or other certifications.
A lot of these words are simply

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a way for companies to sound
like they're doing more than

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they actually are.
One of my favorites is chemical

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free, right?
Our entire planet is made of

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chemicals.
We all mean for you, that's

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funny.
Hey, so so to say that the

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midsummer Go free, you know,
there are chemicals that are

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more toxic than And others, but
that's a different story.

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And so what finch tries to do is
just teach a new language to

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Consumers around.
These are the types of things

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that you should be looking for
in XY, & Z products, and these

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other, you know, words or
attributes, Etc, don't mean as

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much and so you can ignore them.
So that's I think the first way

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the second though, is what we've
learned for customer discovery,

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which has been really
interesting is that some users

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really want these nitty-gritty
details.

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They want to know exactly why
and What goes into their

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products and why it might be
good or bad, which were happy to

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do.
We love getting deep into the

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science with people.
There are also a lot of

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consumers who are like I just
want to feel better about my

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decisions and give myself a pat
on the back.

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I don't really want to know why
it's better or worse, I trust

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what finch does.
And so for them it's a really

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simple just by this, not that,
and it's really sort of I keep

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saying digestible but it's
really simple information.

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That kind of anybody can
understand.

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So they don't need to really
like, do the research

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themselves.
The reality is that people don't

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really have more than seven
minutes to research this online,

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unless it's really, you know,
their full-time job and right.

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Yeah, exactly.
And so we're providing that

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solution so that it saves you
time.

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It saves you energy, and you can
feel good about your purchasing,

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right?
Everybody has to buy toilet

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paper.
So let's just try to make it as

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easy as possible.
Well, okay so like what type of

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Is French a is the application
evaluating now we have 85

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products rated or product
categories rated, excuse me, and

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it's mostly consumer packaged
Goods outside of the food space

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that you buy, you know, on a
monthly basis.

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So a lot of shampoo,
conditioner, body wash

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Cosmetics, toilet paper
products, we have some textiles,

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we do sheets mattresses and so
it kind of runs the gamut and,

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you know, the sheets.
Matches is, hopefully, you're

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not buying on a monthly basis.
So those are kind of outliers,

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but everything else are things
that, you know, if you try a new

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toilet paper, the worst cases,
you're not going to like it.

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You have to buy it again in a
couple of in a couple of months.

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And so it's kind of this, you
know, risk-free product-based

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that we're starting with.
And then our goal is that once

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our consumers, trust us, more
than we can build up to the sort

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of Staples like clothing,
Electronics, Furniture things

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that you You know, that are
really big decisions to purchase

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and I got imagine like all the
products you're trying to

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evaluate.
I mean that's just a portion of

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what's out there to right?
Yes.

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We you know we do a machine
learning model which has been

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fantastic and so it's much more
scalable than you might imagine.

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We're definitely not going to,
you know, a Pantene Pro-V bottle

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and seeing what the ingredients
are one by one.

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That would obviously never work.
So we Have around 300 thousand

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products rated.
At this point, we just unlocked

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an exciting sort of technical
advancement where we're able to

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rate products outside of the
Amazon ecosystem.

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And so we definitely, you know,
by the end of the month, will

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have millions of products rated.
But, you know, Sean, you're

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right.
There are so many more products

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and obviously product categories
that we haven't touched yet.

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Sure, sure.
Well I mean that's got to be a

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lot of a lot of work, you know,
just to like figure out what you

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need to do it.
Bring those in and, you know,

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get a good assessment of it.
I mean, so how does the product

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evaluation really work?
So I would say it's a two-step

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process.
The first is generally looking

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at a product category and
saying, okay, what are the

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factors that go into this
category?

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Is it?
So for shampoo, for example, it

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would be the packaging versus
the shipment weight versus the

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ingredients used all these
different factors and we read a

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lot of academic studies, life
cycle analysis, if they're

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available Etc to show.
Okay, 80% Of the footprint is

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going to come from packaging.
20% is coming from these

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chemicals.
That are that are potentially

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toxic, right?
I'm making this up.

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Those aren't the exact numbers
but will have sort of a

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quantitative quantitative answer
and then what we do is we

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scrape, the public domain for
anything, we can find out about

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specific products, right?
So something as simple as an

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Amazon Details page which shares
country of manufacturing and

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00:11:06,000 --> 00:11:09,200
ingredients list, we can take a
lot of information from just

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that but Also look at you know,
sustainability reports SEC

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filings Etc to figure out what's
going into these brands in the

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products.
And then through our machine

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learning model and neural
network.

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We can just spit out scores
because the algorithm is already

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there.
The beauty of that is, as I

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mentioned earlier, it's
scalable.

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So we're not really doing things
one by one.

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But the other thing that's great
is that, as we get new

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information, which is happening
on a much, Monthly if not weekly

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basis, you know, an ingredient
whose profile has changed or

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anything like that.
We can just automatically

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updated into the backend and our
scores will change automatically

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rice.
So, huge data, analytics.

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00:11:55,900 --> 00:11:59,500
Program on the back end of this
thing, it is and I'm not a data

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00:11:59,500 --> 00:12:02,900
analytics person.
And so I have I've built a team

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00:12:02,900 --> 00:12:05,400
of people who know this, a lot
more than I do, which is been

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00:12:05,400 --> 00:12:09,700
fun for me to lurk.
You gotta leave the data science

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00:12:09,700 --> 00:12:14,100
to the data.
As people that died 05 to the

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00:12:14,100 --> 00:12:16,800
guys for everybody.
Yeah I'm in this space to in

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software space.
It's so you know when I get out

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of my depth I just let those
experts you know, take over

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today's episode is sponsored by
Cascade environmental.

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Cascades Compass corporate
sustainability program has been

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helping Consultants balanced
economic social and

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environmental impacts of
remediation on Projects 2014,

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Go to www.sceeto.com v.com
that's www.hs, K Dash EnV

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00:13:10,400 --> 00:13:16,900
Dot-com.
Well, let's talk about the three

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00:13:17,000 --> 00:13:19,700
impact axises of your rating
system.

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You kind of talked about it.
I saw on your website and I was

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like, okay, let's dive into
that.

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Let's double-click on that.
Sure.

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So we start with, where does the
impact come from?

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And there we take a real life
cycle analysis, approach.

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So we have broken it down into
five different factors.

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It's making it moving it.
Buying it, ditching it.

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I'm sorry using it and ditching
it.

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And so that's basically just
sort of a fun way of explaining

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like, does the does the
footprint come from the

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manufacturing?
Does it come from the use phase?

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Like charging an iPad washing, a
pair of jeans or does it come

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from?
You know, disposal is a circular

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aspects etcetera.
The second is, what are the

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impacts?
And for those, we look at six

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different categories, it's
climate Inch water, use human

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health ecological quality,
natural resource, depletion and

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waste production, and then sort
of overlaying that is some

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qualitative factors around
social well-being.

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And then, finally, it's sort of
who's responsible for these

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impacts is that the company or
the brand, is it the product or

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is it the user?
And so we sort of do all of

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those, not really in any
particular order, but, you know,

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Some of the research is coming,
as I mentioned from just the

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category overall and some of it
were uncovering from the from

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the individual product, okay?
So these this type of

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information you're getting from
public sources, I'm assuming all

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publicly available.
Yeah.

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00:14:56,600 --> 00:14:58,000
And that's been really
interesting.

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We do that for two reasons.
The first is, we're a small team

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00:15:02,300 --> 00:15:04,300
of six.
There's no way we'd be able to

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vet this information, if we
were, just asking companies for

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it.
And with You know, companies

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00:15:12,200 --> 00:15:14,000
aren't going to share this
information if they don't know

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about us it's really hard to get
that but secondly it's been an

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00:15:17,400 --> 00:15:20,400
interesting lever for us to
encourage transparency.

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We don't really find a reason
why companies wouldn't want to

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share information if they were
proud of their practices.

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Sure.
And so and you know not a lot of

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00:15:30,100 --> 00:15:33,500
companies are using organic
ingredients or buying carbon

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00:15:33,500 --> 00:15:36,700
offsets if and then not talking
about it, right?

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00:15:36,700 --> 00:15:40,100
And so it's been a good sort of
incentive.

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00:15:40,600 --> 00:15:44,700
For these companies.
And to say, okay well I guess if

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we want, if we want to be
included in this rating or if we

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00:15:48,200 --> 00:15:50,800
want this specific asset to be
included, we need to post it

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00:15:50,800 --> 00:15:55,300
publicly.
So the scoring system is a, as I

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00:15:55,300 --> 00:15:58,800
understand, you've got like a
rating from 1 to 10.

283
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Is that correct?
And so you got a one to 10 if

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you're in the 12 it's like
three, three and a half.

285
00:16:05,100 --> 00:16:08,800
You're not recommended No,
you're not exactly.

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00:16:10,300 --> 00:16:12,600
It's actually I was just
speaking about this because we

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00:16:12,600 --> 00:16:16,500
hired a new scientists and sort
of training him on on all the

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00:16:16,500 --> 00:16:20,700
stuff, a lot of it is honestly
sort of philosophical questions.

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00:16:20,700 --> 00:16:25,000
We ask ourselves on a regular
basis, the one to ten is

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00:16:25,000 --> 00:16:27,700
basically all normalized, it's
not absolute.

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And that's because certain
categories are worse than

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others.
You know, environmentally,

293
00:16:32,900 --> 00:16:40,200
social environmental impacts Of
detergent are going to be far

294
00:16:40,200 --> 00:16:44,200
worse than the environmental
impacts of what's another

295
00:16:44,200 --> 00:16:49,800
example like a towel.
And so if we were to sort of do

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00:16:49,800 --> 00:16:53,200
it in an absolute manner, all of
the detergents would get a 3 and

297
00:16:53,200 --> 00:16:56,300
all of the sheets would get nine
or ten right here.

298
00:16:56,300 --> 00:16:58,700
Kind of give a little grade
waiting here.

299
00:16:58,700 --> 00:17:01,800
A little, you know, nor was he
like you said, right?

300
00:17:01,800 --> 00:17:05,099
It's like, well, like, like I
was reading that one about

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00:17:05,099 --> 00:17:06,800
shaving cream.
Uh-huh.

302
00:17:07,400 --> 00:17:09,500
Like okay.
Well, shaving creams really?

303
00:17:09,500 --> 00:17:11,500
Just not that sustainable,
really?

304
00:17:11,500 --> 00:17:14,599
When you think about it, I mean,
you got to use it, you know,

305
00:17:14,599 --> 00:17:20,800
it's chemicals.
You you you talked about, you

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00:17:20,800 --> 00:17:23,599
got to use water and you're
using water every time you use

307
00:17:23,599 --> 00:17:25,800
it just to shave.
So you're using, you know, water

308
00:17:25,800 --> 00:17:29,500
in that part of the product.
And I was like, huh, okay.

309
00:17:29,500 --> 00:17:32,700
I started thinking through this
was like and then your, you did

310
00:17:32,700 --> 00:17:35,200
put some wise tips up there,
which I thought was interesting

311
00:17:35,200 --> 00:17:38,900
on some of the products, which
Give some insights on maybe

312
00:17:38,900 --> 00:17:42,200
Alternatives recommendations.
What makes the most sense?

313
00:17:42,200 --> 00:17:45,900
I mean, I thought that was
really good product review.

314
00:17:45,900 --> 00:17:49,200
Tips that helped consumer, make
a decision.

315
00:17:49,200 --> 00:17:50,700
Yeah.
And that's why it's sort of this

316
00:17:50,700 --> 00:17:53,000
philosophical question because
if we were doing this, strictly

317
00:17:53,000 --> 00:17:56,700
from a scientific standpoint to
your point, there would be no,

318
00:17:56,700 --> 00:17:58,900
shaving creams.
I would get a 9.5, right.

319
00:17:58,900 --> 00:18:04,300
They're all pretty pretty bad
but but as a user from the

320
00:18:04,300 --> 00:18:07,000
customer experience, they have
to feel empowered.

321
00:18:07,200 --> 00:18:08,900
It and excited about what's out
there, right?

322
00:18:08,900 --> 00:18:12,200
And we cannot just sit like
people have to buy shaving cream

323
00:18:12,200 --> 00:18:14,000
or not.
In the market of saying, you

324
00:18:14,008 --> 00:18:16,600
know, make your own at home.
People are going to buy it from

325
00:18:16,600 --> 00:18:19,700
Amazon and so the best for or
you know, just let it grow,

326
00:18:19,800 --> 00:18:29,400
don't worry about it, let it go.
You're going to buy it.

327
00:18:29,400 --> 00:18:32,600
Here is the best that exist and
then what's really fun, which,

328
00:18:32,700 --> 00:18:35,600
you know, we're far away from.
But it's sort of a dream of mine

329
00:18:35,600 --> 00:18:39,300
in the future is that we will,
Of all this research on, what

330
00:18:39,700 --> 00:18:45,300
what what categories are sort of
write for discussed disruption

331
00:18:45,300 --> 00:18:47,800
and which ones have actually
evolved quite a bit?

332
00:18:47,800 --> 00:18:49,300
Right.
I think of shampoo bars.

333
00:18:49,300 --> 00:18:53,000
That's such an exciting
Innovation that I think has

334
00:18:53,100 --> 00:18:57,400
really promising future, but on
the other hand, there are

335
00:18:57,400 --> 00:19:00,300
probably things like aerosol
shaving cream.

336
00:19:00,700 --> 00:19:05,000
Diapers that really need to be
improved and so we'll have all

337
00:19:05,000 --> 00:19:08,500
these scores and B will be Able
to go to, I don't know, Venture

338
00:19:08,500 --> 00:19:11,300
Capital firms or whoever and say
if you want to start a company

339
00:19:11,300 --> 00:19:14,200
or invest in a company, these
are the ones to bet on

340
00:19:15,100 --> 00:19:17,700
interesting you bring this up
but it just dawned on me as

341
00:19:17,700 --> 00:19:20,800
we're talking about all these.
These personal care products

342
00:19:20,800 --> 00:19:25,000
about a year ago.
I interviewed the CEO of last

343
00:19:25,000 --> 00:19:27,200
object.
Do you know why?

344
00:19:27,200 --> 00:19:31,200
I've last object?
I have their their swabs.

345
00:19:31,500 --> 00:19:33,300
Yeah.
Their swabs love them.

346
00:19:33,800 --> 00:19:35,600
Yeah.
Yes, I interviewed.

347
00:19:36,000 --> 00:19:37,100
Oh man.
Her name is escaping.

348
00:19:37,500 --> 00:19:40,600
But I'll remember here in a
minute but it was a great

349
00:19:40,600 --> 00:19:44,200
interview, lots of great things
that they're doing with, you

350
00:19:44,200 --> 00:19:47,600
know, last tissue last swab.
Last, you know, lots of you

351
00:19:47,600 --> 00:19:51,300
know, compact circles.
I don't know what they call

352
00:19:51,300 --> 00:19:55,400
those things but yeah I mean
that's pretty cool.

353
00:19:56,100 --> 00:19:58,900
Sustainable product line there
as well.

354
00:19:58,900 --> 00:20:01,800
I'm sure you guys are writing
them and put them in your or if

355
00:20:01,800 --> 00:20:06,200
you're not you probably will
soon on your on your system

356
00:20:06,200 --> 00:20:09,900
because They they've been
selling like hotcakes over

357
00:20:09,900 --> 00:20:10,900
there.
It's because it's such a

358
00:20:10,908 --> 00:20:16,900
sustainable, reusable product
that not only is it reusable,

359
00:20:16,900 --> 00:20:19,700
but they're, they're making the
product that are usable

360
00:20:19,700 --> 00:20:22,500
materials, you know, exactly.
Now there's such a fantastic

361
00:20:22,500 --> 00:20:27,000
company and I think for us we're
seeing in terms of user Trends,

362
00:20:27,000 --> 00:20:31,800
there's like Behavior change
light where you know, you might

363
00:20:31,800 --> 00:20:34,900
not buy.
You were thinking of buying

364
00:20:34,900 --> 00:20:36,900
Pantene, Pro-V but instead
you're going to by Garnier

365
00:20:36,900 --> 00:20:39,500
Fructis because it's made out of
ocean plastic, but that

366
00:20:39,500 --> 00:20:43,000
experience is exactly the same.
Once you buy the product, it's

367
00:20:43,000 --> 00:20:45,500
really like you.
Do the exact same thing with the

368
00:20:45,500 --> 00:20:49,300
product.
Last object is a really

369
00:20:49,300 --> 00:20:51,800
interesting.
Same with the shampoo bars, like

370
00:20:51,800 --> 00:20:53,700
that is full on Behavior change,
right?

371
00:20:53,700 --> 00:20:57,700
Where you are not, you're
washing something you're not

372
00:20:57,700 --> 00:21:01,200
throwing it away after every use
and the learning curve is

373
00:21:01,200 --> 00:21:03,300
definitely there and so we're
excited.

374
00:21:03,500 --> 00:21:06,400
No, it's too soon right now, but
we're excited to see sort of

375
00:21:06,400 --> 00:21:09,100
what products people are willing
to really like, change their

376
00:21:09,100 --> 00:21:13,400
behaviors on and which ones are
just a little bit too much, but

377
00:21:13,400 --> 00:21:17,000
I've loved the last object and I
feel like after a couple of uses

378
00:21:17,200 --> 00:21:20,300
you're like I didn't I don't
even remember cotton swabs.

379
00:21:20,300 --> 00:21:21,900
Like they were right?
Yeah.

380
00:21:21,900 --> 00:21:23,900
Now that's the way I kind of
took it too.

381
00:21:23,900 --> 00:21:28,300
And we, you know, we gave away
quite a few of those things when

382
00:21:28,300 --> 00:21:31,600
we were did when we did the
interview and so it was quite a

383
00:21:31,608 --> 00:21:34,800
few people that really like love
That stuff and it was really

384
00:21:34,800 --> 00:21:37,600
good.
I think it's a great, it's a

385
00:21:37,608 --> 00:21:40,000
great product.
And I hope that, you know, you

386
00:21:40,000 --> 00:21:43,600
guys can get some some traction
with them because I'll connect

387
00:21:43,600 --> 00:21:48,100
you if I can with a the CEO
there, that's pretty pretty

388
00:21:48,100 --> 00:21:55,500
cool.
This episode is sponsored by

389
00:21:55,500 --> 00:21:57,200
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404
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That's www.petland.com.
So back to the other reading

405
00:22:51,300 --> 00:22:55,400
stuff we were talking about, we
got the kind of grass there.

406
00:22:55,400 --> 00:22:59,600
So the sources of these, the
evaluation, I mean I guess it's

407
00:22:59,600 --> 00:23:03,100
not completely subjective, your
are definitely a reviewing

408
00:23:03,600 --> 00:23:07,300
public sources but and then the
algorithms that you're putting

409
00:23:07,300 --> 00:23:10,000
together in the back end or are
kind of, you know, have some

410
00:23:10,000 --> 00:23:13,300
metrics behind, you know, where
certain things fall for

411
00:23:13,300 --> 00:23:17,100
information, you're Gathering
and do you, do you still give a

412
00:23:17,100 --> 00:23:21,800
final review of some of the The
products before, you know, the E

413
00:23:21,800 --> 00:23:25,000
pushed out the rating based on
the algorithm work, or is it

414
00:23:25,000 --> 00:23:28,200
just out of mac?
And it goes someone dep.

415
00:23:28,200 --> 00:23:30,500
There's definitely human eyes on
these reviews.

416
00:23:30,700 --> 00:23:32,900
It's always me.
Personally, although I've done

417
00:23:32,900 --> 00:23:36,300
that quite a bit in the past two
and a half years, but we

418
00:23:36,300 --> 00:23:39,000
definitely do some gut checks.
You know, we're not seeing two

419
00:23:39,000 --> 00:23:41,100
hundred thousand products and
going through every single one,

420
00:23:41,100 --> 00:23:44,400
but we have a pretty good idea
as a team just because of our

421
00:23:44,400 --> 00:23:47,600
backgrounds on what products
should be.

422
00:23:48,800 --> 00:23:52,800
And so we check that but what
I'm really excited for is right

423
00:23:52,800 --> 00:23:56,400
now, the algorithm is not I
don't think Advanced enough to

424
00:23:56,400 --> 00:24:00,200
sort of teach us things were
still very much controlling the

425
00:24:00,200 --> 00:24:03,600
inputs but I'm excited to get to
a point and this will be sort of

426
00:24:03,600 --> 00:24:05,600
a sign of true success for us
where we're actually learning

427
00:24:05,600 --> 00:24:08,200
from the algorithm.
We trusted so much that were

428
00:24:08,200 --> 00:24:12,300
saying wow, I cannot believe you
know this, this product got an

429
00:24:12,300 --> 00:24:15,800
eight point five because I would
have expected it to be higher or

430
00:24:15,800 --> 00:24:20,100
lower or whatever.
That's that's Well, okay, that's

431
00:24:20,100 --> 00:24:23,500
really cool.
I'm glad that you know because I

432
00:24:23,500 --> 00:24:26,200
mean I guess you got to put a
little Q IQ C on the whole

433
00:24:26,200 --> 00:24:29,800
process right solutely.
Yeah, I think people would want

434
00:24:29,800 --> 00:24:31,300
to know that.
Just so you know.

435
00:24:31,900 --> 00:24:34,100
Well let's talk about the
product reviews in the

436
00:24:34,108 --> 00:24:37,100
connection with the Amazon that
you guys are, you know, putting

437
00:24:37,100 --> 00:24:40,200
together house that, you know,
relationship work.

438
00:24:41,300 --> 00:24:45,300
You know, the lucky thing is we
have no formal relationship with

439
00:24:45,300 --> 00:24:48,100
them.
We are just an overlay on

440
00:24:48,100 --> 00:24:51,200
Amazon.
On where we can work with with

441
00:24:51,200 --> 00:24:54,800
their interface without getting
their sign off.

442
00:24:54,800 --> 00:24:56,700
We have a fantastic relationship
with Amazon.

443
00:24:56,700 --> 00:24:59,100
We hope that we will have a
formal relationship at some

444
00:24:59,100 --> 00:25:02,600
point, okay?
But the beauty now, is that

445
00:25:03,300 --> 00:25:06,400
anybody who downloads the
extension and happens to shop on

446
00:25:06,400 --> 00:25:10,100
Amazon, it will work for and
then we can, you know, we can

447
00:25:10,100 --> 00:25:12,300
continue that on to hopefully
Target.

448
00:25:12,300 --> 00:25:15,300
Walmart any sort of retailer
site?

449
00:25:15,800 --> 00:25:18,300
Yeah, but I haven't got a big
online.

450
00:25:18,300 --> 00:25:21,300
I get As Target does too, right?
Yeah, absolutely, yeah.

451
00:25:21,300 --> 00:25:24,400
So I think I'm really excited
about that, but I also think

452
00:25:24,400 --> 00:25:27,400
there's potential to have these
Partnerships more formal.

453
00:25:27,400 --> 00:25:31,000
We just signed signed a contract
with Microsoft, where we will be

454
00:25:31,000 --> 00:25:33,600
selling our data to them.
And then when someone is

455
00:25:33,600 --> 00:25:37,400
shopping on Microsoft Bing, our
scores will pop up.

456
00:25:37,400 --> 00:25:41,200
So there are absolutely sort of
Revenue generating opportunities

457
00:25:41,200 --> 00:25:45,200
that we are looking forward to a
long with just the overlay on

458
00:25:45,200 --> 00:25:51,600
the Amazons of the world.
So is there Any, I guess product

459
00:25:52,200 --> 00:25:55,700
sustainability rating system out
there.

460
00:25:56,200 --> 00:25:58,900
A real rating system out there
because are we going to get to

461
00:25:58,900 --> 00:26:02,800
the point where you could?
If you're buying, if you're a

462
00:26:02,808 --> 00:26:05,500
consumer, you could, you could,
you know, see a rating.

463
00:26:05,500 --> 00:26:09,800
And there's going to be also, a
score of the carbon impact of

464
00:26:09,800 --> 00:26:12,900
the product that's going to be
on the product label itself.

465
00:26:12,900 --> 00:26:17,300
So when you buy it something
you're like, oh my CO2 emission

466
00:26:17,300 --> 00:26:21,700
impacts going to be, you know.
1.3 metric tons per, you know,

467
00:26:21,700 --> 00:26:23,600
unit or something or whatever, I
don't know.

468
00:26:23,600 --> 00:26:25,300
Right.
But, you know, is we going to

469
00:26:25,300 --> 00:26:26,400
get to that level?
You think?

470
00:26:26,900 --> 00:26:30,200
I hope so.
I think one of the problems is

471
00:26:30,200 --> 00:26:33,500
that what we're seeing in the
market is that there's no sort

472
00:26:33,500 --> 00:26:37,000
of universal understanding
across the board right of what

473
00:26:37,000 --> 00:26:39,700
these ratings are.
And so when you try to buy

474
00:26:39,700 --> 00:26:42,900
something, you'll go to, you
know, Amazon that's climate

475
00:26:42,900 --> 00:26:44,500
pledge friendly, and then it's
Walmart.

476
00:26:44,500 --> 00:26:47,100
And that's the green seal etc,
etc.

477
00:26:47,500 --> 00:26:51,300
It's really difficult to To have
across the board.

478
00:26:51,300 --> 00:26:53,400
What what is the impact of this
product?

479
00:26:53,400 --> 00:26:56,400
Not to mention these?
Like, these lifecycle analysis

480
00:26:56,400 --> 00:27:00,700
companies are fantastic.
But each company will spit out a

481
00:27:00,708 --> 00:27:06,800
different score or like, kind of
result, depending on what

482
00:27:06,900 --> 00:27:11,800
assumptions they were using Etc.
And so I am excited and hopeful

483
00:27:11,800 --> 00:27:15,900
that Finch will be this entity
for there to be sort of one

484
00:27:15,900 --> 00:27:18,900
universal.
Here is the score across the

485
00:27:19,100 --> 00:27:22,900
Forward and what this like, one
source of Truth is.

486
00:27:24,200 --> 00:27:27,000
Yeah, I mean, you guys could be
like the Angie's List of all

487
00:27:27,008 --> 00:27:29,200
these products.
Yes.

488
00:27:29,200 --> 00:27:30,000
Exactly.
Right.

489
00:27:30,000 --> 00:27:31,700
Is that what you're saying?
Is that what we're thinking?

490
00:27:32,600 --> 00:27:37,200
This is going with that?
What we're really excited about

491
00:27:37,200 --> 00:27:42,500
is user-generated scores on the
function and quality because we

492
00:27:42,500 --> 00:27:45,400
feel really strongly that, you
know, it's great, if some things

493
00:27:45,400 --> 00:27:47,800
made out of bamboo.
But if it feels like sandpaper,

494
00:27:47,900 --> 00:27:49,200
No One's Gonna want to buy it.
Right?

495
00:27:49,200 --> 00:27:52,200
No one wants to blow their nose
into a sand paper tissue, right?

496
00:27:52,300 --> 00:27:56,400
And so the function and quality
is actually really important

497
00:27:56,400 --> 00:27:58,100
because the worst thing you can
do from an environmental

498
00:27:58,100 --> 00:28:00,800
standpoint is by something and
then not use it to its fullest

499
00:28:00,800 --> 00:28:03,400
extent.
And so, the Angie's List in the

500
00:28:03,400 --> 00:28:08,000
Yelp part, is this community of
people were excited about to

501
00:28:08,500 --> 00:28:13,200
give us their thoughts on Alex.
Is right?

502
00:28:13,200 --> 00:28:14,800
Right?
You know it's like hey we rated

503
00:28:14,800 --> 00:28:16,700
at this.
We said it's user environmental

504
00:28:16,700 --> 00:28:19,600
friendly.
Oh, by the way, here's Consumer

505
00:28:19,600 --> 00:28:24,300
feedback on the product which
feeds into your engine of other

506
00:28:24,300 --> 00:28:25,900
information.
That maybe you're selling the

507
00:28:25,900 --> 00:28:28,600
Microsoft and others, because
it'll help you know, rate these

508
00:28:28,800 --> 00:28:31,200
products even better.
I guess, right?

509
00:28:31,400 --> 00:28:34,800
Yes exactly yeah, yeah.
Well, you know, I just came to

510
00:28:34,800 --> 00:28:38,800
me, so Isabel a guard is she's
the CEO and founder of last

511
00:28:38,800 --> 00:28:43,500
object and so, you know, her
reusable swabs and reusable

512
00:28:43,500 --> 00:28:46,800
rounds and the last round, the
last tissue, all those those are

513
00:28:46,800 --> 00:28:48,600
great products.
Matter of fact, I don't know,

514
00:28:48,600 --> 00:28:51,500
but I'm I'm a, yes, I do.
I've got one sitting up on my

515
00:28:51,500 --> 00:28:55,400
counter and they're not going to
grab it, but yeah, yeah.

516
00:28:55,400 --> 00:29:00,000
So yeah, the she's got a great
product to line and she's adding

517
00:29:00,000 --> 00:29:03,200
other things to that, that
concept to.

518
00:29:03,200 --> 00:29:08,100
So Yeah, I'll connect you guys
with Isabel and shout out to

519
00:29:08,100 --> 00:29:12,000
Isabel, she's a great you know,
environmental product Steward

520
00:29:12,000 --> 00:29:14,100
to.
So I think you guys would hit it

521
00:29:14,100 --> 00:29:18,800
off just well swimmingly here.
So I'd like this Amazon

522
00:29:19,600 --> 00:29:23,500
connection piece which is really
good because it makes it like

523
00:29:23,900 --> 00:29:26,100
pretty simple and easy for
consumers.

524
00:29:26,100 --> 00:29:29,100
Once they start getting familiar
with the product and how it

525
00:29:29,100 --> 00:29:30,900
works and then you're scoring
systems.

526
00:29:30,900 --> 00:29:36,000
And now when you're it'll only
show up, On products that you

527
00:29:36,000 --> 00:29:38,400
have rated for, right?
So, like if you didn't, if you

528
00:29:38,400 --> 00:29:41,000
pick the product, you weren't
rating on Amazon.

529
00:29:41,000 --> 00:29:45,100
It wouldn't pop up or something,
it would not know.

530
00:29:45,100 --> 00:29:49,500
And we, you know, there are sort
of different cases if it's a

531
00:29:49,500 --> 00:29:53,600
product within our category that
we haven't rated something that

532
00:29:53,600 --> 00:29:56,800
we should rate, right?
And so we haven't an option to

533
00:29:56,800 --> 00:29:59,900
say, like, please check this box
and we'll let you know, we'll

534
00:29:59,900 --> 00:30:04,100
e-mail you when it's rated and
that gives us the message of

535
00:30:04,100 --> 00:30:06,500
people are looking at.
The man's looking at this one,

536
00:30:06,500 --> 00:30:08,000
you may want some reading on it,
right?

537
00:30:08,000 --> 00:30:09,700
He's likely.
And then in a different

538
00:30:09,700 --> 00:30:13,400
category, you know, if someone
were to Google shop for nail

539
00:30:13,400 --> 00:30:18,200
polish or bicycles, it would
just it either wouldn't show up

540
00:30:18,200 --> 00:30:20,900
or we would say this categories
and rated yet, but I think you

541
00:30:20,900 --> 00:30:23,400
know, if we should have
something that says, if you want

542
00:30:23,400 --> 00:30:28,100
this category rated let us know.
You know, I really that's really

543
00:30:28,100 --> 00:30:30,800
cool because you get that
feedback instantly essentially

544
00:30:30,800 --> 00:30:36,200
from the consumers and get you.
In the right direction.

545
00:30:38,000 --> 00:30:42,200
I think that's great.
I just, I really like this idea.

546
00:30:43,100 --> 00:30:45,600
What's your sense of the
industry?

547
00:30:45,600 --> 00:30:48,400
I mean, well, should I say the
consumer part of the industry

548
00:30:48,400 --> 00:30:52,400
mean who's really interested in
this application?

549
00:30:52,400 --> 00:30:55,200
I mean, are you look at this
like across the board?

550
00:30:55,300 --> 00:30:59,100
Gee, you know, geographically,
are we talking is our choice?

551
00:30:59,100 --> 00:31:00,800
A demographically is what I
meant to say.

552
00:31:02,100 --> 00:31:04,800
Are we talking?
This is the Ginn Z grub the gym.

553
00:31:05,000 --> 00:31:07,700
You know, the Millennials are,
you know what?

554
00:31:07,700 --> 00:31:11,100
Yeah, the the Baby Boomers, the
Gen X's, which groups really

555
00:31:11,100 --> 00:31:13,900
like, oh, I love this.
This is why I want to use this

556
00:31:13,900 --> 00:31:17,400
to make buying decisions.
We've had really interesting

557
00:31:17,400 --> 00:31:20,400
findings.
So, gen Z is an obvious one,

558
00:31:20,400 --> 00:31:22,000
right?
They care more about environment

559
00:31:22,000 --> 00:31:25,800
than almost any other issue.
Facing this planet Lonnie's are

560
00:31:25,800 --> 00:31:30,500
short shortly behind them.
The most surprising one for me

561
00:31:30,500 --> 00:31:33,300
has been Baby Boomers.
It's a lot of people who are

562
00:31:33,300 --> 00:31:38,800
newly, grandparents.
Both want to leave their kids

563
00:31:38,800 --> 00:31:41,800
and grandchildren in a better
place than when they found this

564
00:31:41,800 --> 00:31:46,300
planet.
And then also, I think they

565
00:31:46,300 --> 00:31:47,600
might have more time on their
hands.

566
00:31:47,600 --> 00:31:50,400
A lot of them are retired,
they're researching more, they

567
00:31:50,400 --> 00:31:53,500
just are not working full-time.
A lot of them and so that's been

568
00:31:53,500 --> 00:31:55,100
a really interesting
demographic, but more than

569
00:31:55,100 --> 00:31:59,200
anything we're catching this,
massive massive group of people.

570
00:31:59,200 --> 00:32:03,900
It doesn't really that's it's
not a race gender age thing.

571
00:32:03,900 --> 00:32:06,500
It's more.
You know, there are these hyper

572
00:32:06,500 --> 00:32:11,800
green people who are going to be
vegan and not fly and do

573
00:32:11,800 --> 00:32:13,600
anything to reduce our carbon
footprint.

574
00:32:14,300 --> 00:32:16,600
I've been seven percent of the
population and then you have,

575
00:32:16,600 --> 00:32:20,900
let's say, 20 to 30 percent of
the population, who either don't

576
00:32:20,900 --> 00:32:23,600
even believe in climate change
or are never going to do

577
00:32:23,600 --> 00:32:26,400
something.
Everybody else is really in that

578
00:32:26,400 --> 00:32:30,900
middle ground, who wants to do
something about sustainability?

579
00:32:31,100 --> 00:32:34,200
Feels guilty about climate
change, but doesn't really know

580
00:32:34,200 --> 00:32:36,600
where to start.
Again, doesn't have those more

581
00:32:36,600 --> 00:32:38,700
than seven minutes to research
any of it online.

582
00:32:38,700 --> 00:32:42,200
And so that's a huge, you know,
60% of the population is gonna

583
00:32:42,200 --> 00:32:44,700
say it's about 70%.
We really, when you think about

584
00:32:44,700 --> 00:32:47,000
it cuz you throw in the green,
guys, and the other, you know,

585
00:32:47,000 --> 00:32:49,900
that 70% of the population is as
care about it.

586
00:32:50,100 --> 00:32:53,000
Yes, exactly.
And so you know what was

587
00:32:53,000 --> 00:32:55,900
interesting is when we did a lot
of our research early on, we

588
00:32:55,900 --> 00:32:57,600
were getting numbers.
It said not enough.

589
00:32:57,600 --> 00:33:01,400
People care about this because
there aren't competitors and

590
00:33:01,900 --> 00:33:04,300
they're not researching this.
But it turns out that they're

591
00:33:04,300 --> 00:33:08,100
just If people didn't know, they
had the information at their

592
00:33:08,100 --> 00:33:09,200
hands.
Right.

593
00:33:09,300 --> 00:33:11,700
Exactly.
So you know, people would be

594
00:33:11,700 --> 00:33:14,500
apathetic and give up.
It's kind of like this is a

595
00:33:14,500 --> 00:33:17,500
horrible analogy, but it's the
only one that has worked so far.

596
00:33:17,500 --> 00:33:18,700
So, if you think of a better
one, let me know.

597
00:33:18,700 --> 00:33:21,900
But when Steve Jobs came out
with the iPad, everybody was

598
00:33:21,900 --> 00:33:23,800
like, why would you ever need an
iPad?

599
00:33:23,800 --> 00:33:26,200
You have computers and then you
have your phone.

600
00:33:26,600 --> 00:33:28,200
Nobody needs anything in
between?

601
00:33:28,300 --> 00:33:31,000
And I was one of those who was
like, this is so dumb.

602
00:33:31,300 --> 00:33:34,100
And now, however, many years
later, everybody has an iPad

603
00:33:34,100 --> 00:33:36,900
because people just I know that
they needed it like, Steve Jobs

604
00:33:36,900 --> 00:33:41,400
and by no means am, I wanted it
or they wanted it.

605
00:33:41,400 --> 00:33:45,600
But like, Steve Jobs was able to
see this desire before anybody

606
00:33:45,600 --> 00:33:49,400
else saw it and those are
Visionaries and strategic, you

607
00:33:49,400 --> 00:33:53,100
know, thinkers and you know that
to just lead the, the, the

608
00:33:53,100 --> 00:33:56,200
industry and and he was one of
those guys, right?

609
00:33:56,500 --> 00:33:59,800
Definitely, and so that's sort
of what we are aiming towards.

610
00:33:59,800 --> 00:34:01,300
I'm well, you're on The Cutting
Edge.

611
00:34:01,300 --> 00:34:06,400
This is fantastic jobs but I
think that's Sting like we built

612
00:34:06,400 --> 00:34:09,199
something.
I think before we got the real

613
00:34:09,199 --> 00:34:12,100
feedback of, okay, I actually
would use something like this.

614
00:34:16,500 --> 00:34:19,600
Did you know e-tank is the only
environmental Rental Equipment

615
00:34:19,600 --> 00:34:23,100
company in the industry that
offers a 100% certified clean

616
00:34:23,100 --> 00:34:24,900
guarantee and no additional
cost.

617
00:34:25,199 --> 00:34:27,500
Well this gives customers the
Peace of Mind knowing that

618
00:34:27,500 --> 00:34:30,300
container contents from the
previous renter, isn't going to

619
00:34:30,300 --> 00:34:33,000
cross contaminate the contents
of the current customer and

620
00:34:33,000 --> 00:34:35,100
potentially cause liability
concerns.

621
00:34:35,600 --> 00:34:37,400
You know.
E-tank also provides a

622
00:34:37,400 --> 00:34:40,500
one-of-a-kind complete
maintenance program for all its

623
00:34:40,500 --> 00:34:43,699
rental items including liquid,
tight, roll off containers

624
00:34:43,800 --> 00:34:48,100
fluid, transfer pump, And
filtration system components to

625
00:34:48,100 --> 00:34:50,600
learn more about the types of
containers, of pumps, e-tank

626
00:34:50,600 --> 00:34:52,800
supplies.
Check out their website at

627
00:34:52,800 --> 00:34:57,100
www.esa.int.
So, the next time you are faced

628
00:34:57,100 --> 00:35:00,600
with an environmentally
challenging project, give e-tank

629
00:35:00,600 --> 00:35:02,900
a call to help solve your
problem.

630
00:35:02,900 --> 00:35:09,200
It's just that easy.
What other applications could

631
00:35:09,200 --> 00:35:11,500
discipline I too?
I mean, this is just consumer

632
00:35:11,500 --> 00:35:15,100
products, right?
I mean, I mean this could scale

633
00:35:15,100 --> 00:35:16,800
the other things, right?
Lizzie?

634
00:35:17,000 --> 00:35:18,800
Plenty of other things.
I mean, plenty of other

635
00:35:18,800 --> 00:35:22,700
products, right?
But yeah, I mean we've gotten

636
00:35:22,700 --> 00:35:29,600
interesting like inquiries from
people who are Architects or who

637
00:35:29,600 --> 00:35:32,000
are contractors, who want to
know what types of materials

638
00:35:32,000 --> 00:35:36,400
they should be using or food is
that that's still a consumer

639
00:35:36,400 --> 00:35:41,500
product but Another one that's
been of demand safety about PPE

640
00:35:41,500 --> 00:35:43,700
and safety.
I mean, Cove is such a big

641
00:35:43,700 --> 00:35:46,300
issue.
I mean, you got the in 1995

642
00:35:46,300 --> 00:35:48,800
mask.
You got gloves and Shields and

643
00:35:49,300 --> 00:35:53,500
you know, we I work in the
environmental industry and we

644
00:35:53,500 --> 00:35:56,000
have to wear PPE for everything.
Yeah, great.

645
00:35:56,000 --> 00:35:57,600
If I could just say what's the
best product?

646
00:35:57,600 --> 00:36:01,200
I mean, we know Tyvek isn't the
best, right?

647
00:36:01,200 --> 00:36:03,600
Exactly.
It's got pfos all over it.

648
00:36:03,800 --> 00:36:09,100
Uh-huh, that's a I mean I
actually I Ed, your tooth are

649
00:36:09,100 --> 00:36:14,400
your floss user guide.
Yeah.

650
00:36:14,800 --> 00:36:18,500
And I was like, okay I'm going
to see if they got pfos listed

651
00:36:18,500 --> 00:36:20,700
on their place because it's on
the, you know, some of that

652
00:36:20,700 --> 00:36:23,200
Glide stuff at everything.
And sure enough, you guys did, I

653
00:36:23,207 --> 00:36:24,900
was like, Kudos.
Yes.

654
00:36:25,100 --> 00:36:28,500
Your William to pfos or I mean
really not into them but right,

655
00:36:28,500 --> 00:36:32,800
but you're into like identifying
where it is and what chemical

656
00:36:32,800 --> 00:36:34,800
words?
What it's in and stay away,

657
00:36:34,800 --> 00:36:37,400
right?
Exactly like if it's thin, There

658
00:36:37,400 --> 00:36:39,300
is that like a, that's their
dq'd.

659
00:36:39,300 --> 00:36:43,500
They're not even, you know, they
get the boys on the red and I'm

660
00:36:43,500 --> 00:36:46,900
actually, you know, admittedly,
I'm a little bit late to the

661
00:36:46,900 --> 00:36:49,900
game.
I am buying a whole new set of

662
00:36:50,900 --> 00:36:55,100
cooking like pots and pans.
And, you know, nonstick and

663
00:36:55,100 --> 00:36:58,200
everything.
And it's been really interesting

664
00:36:58,200 --> 00:37:02,600
to look into pans without pfos.
Because that's such a nonstick

665
00:37:02,700 --> 00:37:06,600
angry is, I was at Costco
recently.

666
00:37:07,100 --> 00:37:10,400
And one of the brands that were
selling not steak and on the

667
00:37:10,400 --> 00:37:15,200
label, it said, 9p fast, you
know, steak product, I was like,

668
00:37:15,200 --> 00:37:19,000
hmm, I'm okay.
I mean, I still probably want to

669
00:37:19,000 --> 00:37:21,900
know a little more assist you
know does it have more into it?

670
00:37:21,900 --> 00:37:25,100
But yeah.
Pfos is such a big issue in the

671
00:37:25,100 --> 00:37:27,500
industry right now and and
because it hasn't been a

672
00:37:27,500 --> 00:37:31,600
regulated chemical by the EPA,
it's flown under the radar for

673
00:37:31,600 --> 00:37:35,900
so long and it's had such an
impact on society.

674
00:37:36,200 --> 00:37:38,300
I mean, you probably I don't
know if you have it, if you've

675
00:37:38,300 --> 00:37:43,000
seen the dark Waters movie, I'm
nervous.

676
00:37:43,100 --> 00:37:46,900
Oh, my gosh.
You have to watch the dark movie

677
00:37:46,900 --> 00:37:52,300
or the dark Waters movie.
It will change your life about

678
00:37:52,400 --> 00:37:55,800
consumer products and it'll
probably a up your whole

679
00:37:55,800 --> 00:37:59,200
evaluation of products that
potentially contain pfos,

680
00:37:59,200 --> 00:38:01,500
chemicals p foa's, and he
focuses.

681
00:38:03,200 --> 00:38:06,900
And just as an FYI and for you
in the listeners, I interviewed

682
00:38:06,900 --> 00:38:10,100
the Attorney Robert ballot on
this show, oh my goodness.

683
00:38:10,200 --> 00:38:12,900
Yes.
And I highly recommend the

684
00:38:12,900 --> 00:38:18,300
episode.
He is been a Warrior against

685
00:38:18,300 --> 00:38:22,100
pfos and Dupont and then the
whole chemicals, you know,

686
00:38:22,100 --> 00:38:25,200
basically disposal of this
material that's have an effect

687
00:38:25,200 --> 00:38:28,800
on communities and, I mean,
birth rates, and disease, and

688
00:38:28,800 --> 00:38:32,800
Cancers, and all kinds of stuff.
So, it's a real thing, it's a

689
00:38:32,800 --> 00:38:35,300
true story, which is the sad
thing about the story.

690
00:38:35,300 --> 00:38:38,200
It's a great movie though.
But I highly recommend the

691
00:38:38,207 --> 00:38:41,500
movie, and then also highly
recommend the the interview.

692
00:38:41,500 --> 00:38:44,000
Because if you watch the video
part, you'll see him in person

693
00:38:44,000 --> 00:38:48,000
and he's just amazing.
It is probably our best, its

694
00:38:48,000 --> 00:38:50,800
highest, listen to episode.
We have on that on the podcast,

695
00:38:50,800 --> 00:38:54,600
so highly recommend that one.
But yeah, that's so great.

696
00:38:54,600 --> 00:38:56,200
I'm glad you guys are doing
that.

697
00:38:56,200 --> 00:38:58,600
I mean, because people need to
know like what's in these

698
00:38:58,600 --> 00:39:00,700
products and what to stay away
from.

699
00:39:03,200 --> 00:39:06,100
One thing I saw on your website
I really like do you really kind

700
00:39:06,100 --> 00:39:08,700
of talked about your core
values?

701
00:39:08,700 --> 00:39:11,400
Talk a little bit about your
core values at fetch.

702
00:39:12,100 --> 00:39:14,700
Sure.
I think, you know, one of them.

703
00:39:15,000 --> 00:39:17,700
So all of them together is
basically every decision that we

704
00:39:17,700 --> 00:39:21,100
make, whether it's small or
large really has to come back to

705
00:39:21,100 --> 00:39:26,900
is this reflected in our core
values and one that sticks out.

706
00:39:26,900 --> 00:39:29,500
As one of the most important I
think is science.

707
00:39:29,500 --> 00:39:34,500
Comes first, we will Never
advocate for something, unless

708
00:39:34,500 --> 00:39:38,500
it's backed by actual data,
which means that right now

709
00:39:38,500 --> 00:39:41,100
transparently there's a lot
missing from our algorithm

710
00:39:41,100 --> 00:39:44,100
because either the science
hasn't caught up yet, or there

711
00:39:44,100 --> 00:39:46,600
aren't enough.
Peer-reviewed studies for us to

712
00:39:46,600 --> 00:39:49,600
really feel confident about the
impact of whatever that

713
00:39:49,600 --> 00:39:52,900
attribute is.
And so that is really important

714
00:39:52,900 --> 00:39:55,200
to us as a company.
And I think we'll continue to to

715
00:39:55,200 --> 00:40:01,000
be the other one that I really
like is around accessibility,

716
00:40:01,700 --> 00:40:05,900
which is Actually, I think are
the environmental movement has

717
00:40:05,900 --> 00:40:08,400
been so based around.
Well, it's actually.

718
00:40:08,400 --> 00:40:10,300
I was environmental history
major in college.

719
00:40:10,300 --> 00:40:13,200
And so this is so fascinating to
me to think about how it's

720
00:40:13,200 --> 00:40:15,800
changed over the decades, and it
started, with sort of, you know,

721
00:40:15,800 --> 00:40:18,200
just government intervention.
And then it, and then it was,

722
00:40:18,800 --> 00:40:21,000
well, you're really only an
environmentalist.

723
00:40:21,000 --> 00:40:23,700
If you're camping and you're
exploring the outdoors, and

724
00:40:23,700 --> 00:40:28,500
visiting national parks, and
then it was this sort of all the

725
00:40:28,500 --> 00:40:31,300
way to the other side.
You're part of Gwyneth Paltrow's

726
00:40:31,300 --> 00:40:34,200
crowd and you're drinking. green
smoothies of the metal straw

727
00:40:34,600 --> 00:40:38,000
that are extremely expensive
and, you know, the Sierra

728
00:40:38,000 --> 00:40:43,400
club's, right Clifton and so I
think that it's left a lot of

729
00:40:43,400 --> 00:40:46,600
people out and made people feel
like they're not a part of that,

730
00:40:46,600 --> 00:40:51,200
whether they are people who, you
know, still drive pickup trucks

731
00:40:51,200 --> 00:40:53,400
and don't associate with the
environmental movement, whether

732
00:40:53,400 --> 00:40:58,100
they're of a by population, and
they feel like it's sort of only

733
00:40:58,100 --> 00:41:02,800
for like white wealthier, women
really more than anything and So

734
00:41:02,800 --> 00:41:07,000
we're trying to sort of debunk,
the fact that you have to have a

735
00:41:07,000 --> 00:41:10,500
Tesla and use it.
Yeah, I use a metal star on your

736
00:41:10,500 --> 00:41:14,100
juice, have some status in
society, you can still make good

737
00:41:14,100 --> 00:41:15,800
decisions of environmental
decisions.

738
00:41:15,800 --> 00:41:17,900
I mean, it doesn't mean
anything, right?

739
00:41:17,900 --> 00:41:20,400
It's like not, it doesn't mean
that you have to pay more,

740
00:41:20,400 --> 00:41:21,400
right?
Let some products.

741
00:41:21,400 --> 00:41:24,900
Yes, have a premium but some of
those products last longer and

742
00:41:24,900 --> 00:41:27,600
other products that we recommend
are exactly the same price as

743
00:41:27,600 --> 00:41:32,900
the leading brand or even less.
So, we're sort of Constantly

744
00:41:32,900 --> 00:41:37,600
seeking to debunk that idea that
this is just for wealthier

745
00:41:37,600 --> 00:41:40,500
populations.
Well, I think, and I've seen

746
00:41:40,500 --> 00:41:42,900
this trend to, and I'm sure you
can attest this.

747
00:41:42,900 --> 00:41:47,200
But, you know, most young
consumers, nowadays, they are

748
00:41:47,200 --> 00:41:50,000
more concerned about the impact
of the environment of these / of

749
00:41:50,000 --> 00:41:55,000
their purchases.
And they're willing to pay a

750
00:41:55,008 --> 00:41:58,400
little more for something that,
you know, might have a little

751
00:41:58,400 --> 00:42:03,500
bit better environmental, you
know, impact that Then then that

752
00:42:03,500 --> 00:42:07,100
I'm product that, you know,
maybe the normal you know, the

753
00:42:07,100 --> 00:42:09,600
go-to product in the industry.
I mean they would rather pay a

754
00:42:09,607 --> 00:42:14,600
little more most like hey I'm
doing really good and it helps

755
00:42:14,600 --> 00:42:18,200
them to be more fulfilled to
write and they're willing to pay

756
00:42:18,200 --> 00:42:20,500
more so like, hey, this is
great.

757
00:42:20,500 --> 00:42:25,800
Let them do it. let him do it
exactly and they're making good

758
00:42:25,800 --> 00:42:29,700
decisions and I think two older
older you know, generations of

759
00:42:29,700 --> 00:42:33,600
people that you know maybe the
Gen xers on the top end or some

760
00:42:33,600 --> 00:42:37,200
of the Baby Boomers you know a
lot of them not saying everybody

761
00:42:37,200 --> 00:42:39,600
I don't want to generalize it
but they're maybe not as

762
00:42:39,600 --> 00:42:43,000
environmentally minded as some
of the Millennials and gen Z's

763
00:42:43,000 --> 00:42:46,800
and and I think that but there
are there are huge population

764
00:42:46,800 --> 00:42:50,300
out there that are and you know
they don't own Tesla's and

765
00:42:50,300 --> 00:42:52,900
things like that, but they do
want to make a good decision and

766
00:42:53,200 --> 00:42:56,100
They're doing their part as best
they can, and it takes a little

767
00:42:56,100 --> 00:42:59,100
bit like, it's a domino effect.
If everyone does a little bit,

768
00:42:59,100 --> 00:43:01,700
it just makes it, you know,
exactly.

769
00:43:01,700 --> 00:43:03,800
And that's our, that's our other
value as progress, not

770
00:43:03,800 --> 00:43:07,300
Perfection, right?
We don't need everybody to be

771
00:43:07,300 --> 00:43:10,400
hyper green.
We just need everybody to.

772
00:43:10,400 --> 00:43:12,500
We need a large population of
people to just be more

773
00:43:12,500 --> 00:43:14,700
thoughtful about what they're
buying and what their impact is

774
00:43:15,600 --> 00:43:18,500
and making a difference where
they can, you know, if your, if

775
00:43:18,508 --> 00:43:21,300
you love cheeseburgers and you
don't want to be vegan, that's

776
00:43:21,300 --> 00:43:23,200
okay.
But then, maybe you can Make

777
00:43:23,200 --> 00:43:25,300
changes in other areas of your
life.

778
00:43:25,500 --> 00:43:27,900
Yeah, right.
I mean yeah, because I don't

779
00:43:27,900 --> 00:43:32,600
think that you know, people you
don't want to shame somebody in

780
00:43:32,600 --> 00:43:35,100
a sense, right?
So that like you're not green

781
00:43:35,100 --> 00:43:37,800
enough it because you're not,
you're eating me and you're

782
00:43:37,800 --> 00:43:40,900
causing so much greenhouse gas
from the meat treat making you

783
00:43:40,900 --> 00:43:42,000
feel bad?
It's like geez.

784
00:43:42,000 --> 00:43:46,500
I don't go out to eat because
I'm feeling bad about myself,

785
00:43:46,500 --> 00:43:48,200
you know.
That's, that's that kind of

786
00:43:48,200 --> 00:43:49,700
shaming.
I think we need to kind of be

787
00:43:49,700 --> 00:43:52,800
careful of in a society, right?
Yep, exactly.

788
00:43:53,200 --> 00:43:54,700
Yeah, no kidding.
I love it.

789
00:43:54,700 --> 00:43:59,200
But now I think this is good.
I love what you guys are doing

790
00:44:01,200 --> 00:44:03,500
well.
I mean, tell us a little bit

791
00:44:03,500 --> 00:44:05,800
about where you see the industry
going in the next five.

792
00:44:05,800 --> 00:44:08,600
To ten years around consumers
wanting to know more about their

793
00:44:08,600 --> 00:44:10,800
carbon footprint and potential
purchases.

794
00:44:12,700 --> 00:44:16,900
I think consumers will continue
to ask the right questions and

795
00:44:16,900 --> 00:44:19,400
to be equipped with the
knowledge that really makes

796
00:44:19,400 --> 00:44:22,500
sense.
So the consumers are religious

797
00:44:22,500 --> 00:44:24,200
continuing, what they've always
been doing.

798
00:44:24,200 --> 00:44:28,500
I think I see the biggest change
honestly and companies where,

799
00:44:28,500 --> 00:44:29,600
you know, two things are going
to happen.

800
00:44:29,600 --> 00:44:32,200
Right now companies are
scrambling to under to know

801
00:44:32,700 --> 00:44:35,100
really what the impact of their
products actually are.

802
00:44:35,100 --> 00:44:36,800
And we're helping them with
that.

803
00:44:36,800 --> 00:44:41,200
But in the future, they will not
only know the impact better and

804
00:44:41,200 --> 00:44:43,400
be able to To speak the
language, but also make better

805
00:44:43,400 --> 00:44:48,000
decisions around changing, you
know, the formulations of their

806
00:44:48,000 --> 00:44:51,800
products or their packaging or
what have you to make better

807
00:44:51,800 --> 00:44:54,400
products.
So, you know, my dream long term

808
00:44:54,700 --> 00:44:57,000
is the finch won't need to
exist, because any product

809
00:44:57,000 --> 00:45:00,900
that's created is created in the
best way possible, Right?

810
00:45:01,800 --> 00:45:06,600
But I think yeah until then
greenwashing will get worse

811
00:45:06,600 --> 00:45:10,100
before it gets better.
I think we will continue to see

812
00:45:10,600 --> 00:45:13,400
words from Around that really
don't mean anything.

813
00:45:13,500 --> 00:45:18,500
What scary to me is this culture
of sort of influencers where

814
00:45:18,900 --> 00:45:21,800
there's just a lot of waste.
A lot of recommending brands

815
00:45:21,800 --> 00:45:29,400
that that maybe don't deserve
that recognition and I think or

816
00:45:29,400 --> 00:45:31,400
hope that that will reach a
breaking point.

817
00:45:31,400 --> 00:45:34,500
Where companies will start to be
more real about what they're

818
00:45:34,500 --> 00:45:36,700
actually doing.
Because consumers will be asking

819
00:45:36,700 --> 00:45:39,600
the right questions.
Well, wouldn't it be nice if you

820
00:45:39,600 --> 00:45:44,500
had a better like life cycle?
the analysis of the products and

821
00:45:44,500 --> 00:45:47,500
have a standardized, you know, a
process where most companies

822
00:45:47,500 --> 00:45:52,100
have to, you know, break it
down, you know, like, how, where

823
00:45:52,100 --> 00:45:55,400
does my raw materials come from
and the carbon impact to that,

824
00:45:55,400 --> 00:45:58,100
and that was my manufacturing
process and the carbon and pick

825
00:45:58,100 --> 00:46:01,500
did that and, and what's my
packaging impact and you know,

826
00:46:01,500 --> 00:46:04,900
how what's my transportation to
the consumer look like and then

827
00:46:04,908 --> 00:46:07,800
before, you know it, you know,
based on all of these inputs,

828
00:46:07,800 --> 00:46:11,500
they could come up with a rating
that kind of says, Hey per

829
00:46:11,900 --> 00:46:14,200
Here's what you call Star.
Here's your impact.

830
00:46:14,600 --> 00:46:19,300
It's such a good point.
And I think Finch is sitting at

831
00:46:19,300 --> 00:46:24,500
this interesting space where we
will never claim to be as

832
00:46:24,500 --> 00:46:27,100
detailed as detailed as a life
cycle analysis, right?

833
00:46:27,100 --> 00:46:29,700
We're not spending nine months
on the manufacturing floor of

834
00:46:29,700 --> 00:46:32,400
this product company of this
company's product.

835
00:46:33,600 --> 00:46:38,000
But we are also better than just
throwing around some words.

836
00:46:38,400 --> 00:46:41,100
Right?
And so what we found is that

837
00:46:41,100 --> 00:46:43,500
we're sort of like, Good enough
to get to what people really

838
00:46:43,500 --> 00:46:46,200
want to know.
But we're not you know in the

839
00:46:46,200 --> 00:46:49,400
weeds and I think the way that
lcas are done.

840
00:46:49,400 --> 00:46:53,300
Now as Geniuses they are is
pretty Antiquated in terms of

841
00:46:53,600 --> 00:46:56,000
give us three hundred thousand
dollars and nine months later.

842
00:46:56,000 --> 00:46:57,700
We'll get you a report on this
one.

843
00:46:57,700 --> 00:47:00,100
SKU not even like your whole
company but like this one

844
00:47:00,100 --> 00:47:04,200
product that you're asking us to
rate or not to rate but to to

845
00:47:04,200 --> 00:47:06,600
research.
Yeah, and I think you're

846
00:47:06,600 --> 00:47:08,200
absolutely right.
Where there has to be some sort

847
00:47:08,200 --> 00:47:12,400
of standardized simpler
Universal way of Doing this so

848
00:47:12,400 --> 00:47:15,700
that everybody can be can have
these consistency.

849
00:47:15,700 --> 00:47:18,600
You need, you need product
consistency, or consumer buying

850
00:47:18,600 --> 00:47:21,100
consistency.
They know, hey, the rating means

851
00:47:21,100 --> 00:47:24,300
this and this is it.
That's guy would be great.

852
00:47:25,300 --> 00:47:27,700
Well, what advice would you have
for the audience listening

853
00:47:27,700 --> 00:47:32,100
today?
What advice would I mean?

854
00:47:33,300 --> 00:47:38,200
Definitely I would recommend not
being afraid to make small

855
00:47:38,200 --> 00:47:41,400
decisions and don't feel guilty
that you're not doing enough.

856
00:47:41,400 --> 00:47:45,800
I think there's there's plenty
that we can do as individuals

857
00:47:45,800 --> 00:47:47,500
but we don't have to do all of
it at the same time.

858
00:47:47,500 --> 00:47:53,000
So just take small little little
actions and talk about it a lot.

859
00:47:53,000 --> 00:47:56,300
I think the most powerful thing
is to share with friends and

860
00:47:56,300 --> 00:47:58,900
family the, you know, last
object.

861
00:47:59,000 --> 00:48:03,700
Object that you bought or how
you're driving in a more

862
00:48:03,700 --> 00:48:06,300
sustainable way, Etc.
And we don't talk about that

863
00:48:06,300 --> 00:48:08,600
enough because we're, I think
collectively embarrassed that

864
00:48:08,600 --> 00:48:11,800
we're not doing enough.
So I would say just normalize

865
00:48:11,800 --> 00:48:15,900
making these small changes.
Yeah, the price of gas is making

866
00:48:15,900 --> 00:48:19,800
me want to ride my bicycle.
More one.

867
00:48:19,800 --> 00:48:23,400
Perk of increase gas prices.
Everybody in the Netherlands are

868
00:48:23,408 --> 00:48:26,400
like, no, do big deal.
We ride bicycles all day long,

869
00:48:26,400 --> 00:48:29,300
you know?
But that's great.

870
00:48:29,400 --> 00:48:31,800
That's great.
Well, hey Lizzy, thanks for

871
00:48:31,800 --> 00:48:35,100
coming on the show today.
She's all the success for Fetch

872
00:48:35,100 --> 00:48:38,300
and your application.
How do consumers right now?

873
00:48:38,300 --> 00:48:40,700
Get ahold of it?
I mean, what's the best way to

874
00:48:40,700 --> 00:48:44,800
get it downloaded on your app or
go down the I mean what?

875
00:48:44,800 --> 00:48:47,500
How do they get it?
Yeah, I would go to choose

876
00:48:47,500 --> 00:48:51,400
Finch.com.
So chosse choose Finch if I

877
00:48:51,408 --> 00:48:55,500
NCH.com and you can download it
right from there and I would

878
00:48:55,500 --> 00:49:00,000
also recommend following us on
Instagram at use Finch and

879
00:49:00,000 --> 00:49:02,300
signing up for a newsletter
because each week you'll get

880
00:49:02,300 --> 00:49:04,900
really helpful tips and
information.

881
00:49:05,700 --> 00:49:07,800
Excellent, that's great.
I love it.

882
00:49:07,900 --> 00:49:11,500
And well, we're going to send
this podcast out to the the

883
00:49:11,500 --> 00:49:15,200
cloud here pretty soon.
And, and You guys can generate

884
00:49:15,200 --> 00:49:19,200
the episode and give us reviews
and connect with Lizzie.

885
00:49:19,700 --> 00:49:23,100
We're going to get it out next
week and it'll be great to get

886
00:49:23,100 --> 00:49:26,200
the consumers out here that
listen on ET Nation.

887
00:49:26,300 --> 00:49:27,500
More information about the
products.

888
00:49:27,500 --> 00:49:29,900
They they purchased and work
with you guys.

889
00:49:29,900 --> 00:49:32,600
That would be great.
Thank you so much John.

890
00:49:33,200 --> 00:49:36,100
Yeah, we love having you.
Come on and best of luck again

891
00:49:36,100 --> 00:49:38,000
with your application.
Looks great.

892
00:49:38,400 --> 00:49:39,500
Thank you.
Hi.

893
00:49:47,600 --> 00:49:50,100
I want to thank our guests to
Lizzie horvitz for coming out of

894
00:49:50,107 --> 00:49:52,400
the show today.
If you want to learn more about

895
00:49:52,400 --> 00:49:54,900
Finch in the services, they
provide you can go to

896
00:49:54,900 --> 00:50:00,500
www.hsn.com that's
www.sfactor.com.

897
00:50:00,800 --> 00:50:03,400
If you want to follow Lizzie of
you her social media sites.

898
00:50:03,600 --> 00:50:06,900
I put a link to a contact
information on my website to

899
00:50:06,900 --> 00:50:09,100
listen to Future environmental
transformation podcast.

900
00:50:09,100 --> 00:50:12,400
You can check us out on.
Podcast Spotify, Google podcast

901
00:50:12,400 --> 00:50:14,800
and other podcast networks or
better yet.

902
00:50:14,800 --> 00:50:19,300
Go to my website at www.ge.com
K, great e.com.

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00:50:19,500 --> 00:50:23,900
That's www.shawnacoronado.com.
And you can also follow me on

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00:50:23,900 --> 00:50:27,100
Instagram over the environmental
transformation podcast, Facebook

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00:50:27,100 --> 00:50:29,500
page.
If you enjoyed this episode,

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00:50:29,500 --> 00:50:31,500
don't forget to subscribe and
tell your friends.

907
00:50:31,800 --> 00:50:35,100
We'd also love to hear feedback
from the ET Nation about this

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00:50:35,100 --> 00:50:38,100
episode and any future podcast
you'd like me to cover.

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00:50:39,200 --> 00:50:41,900
Well, thanks for listening.
Until next time, make a positive

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00:50:41,900 --> 00:50:43,800
impact in someone's life today.