ALIGNDo
Empowering informed food choices.
DO WHAT YOU MEAN.
What reality are you building with your dollar?
For people who feel a gap between what they value and what they end up buying.
Our Reality
We live in a world shaped by everyday purchases.
Daily Purchases
Food purchases happen every day.
Drive Demand
Every dollar drives demand.
Shape Reality
Repeated food purchases shape health, communities, and environment.
Most people already care about making better choices —
but lack of clarity leads them to default decisions based on habit, convenience, or price.
The Gap
Fragmentation
Information is scattered across labels, claims, public records, articles, and opinions.
Oversimplification
Ratings, certifications, and buzzwords turn complex practices into shortcuts that don’t tell the full story.
Silent Changes
Familiar products and companies change over time, but those shifts aren’t obvious on the shelf or online.
Missing Context
Ingredients and nutrition facts appear on labels, but clear, unbiased context explaining what they mean is hard to find.
The result is that people are asked to decide —
without being able to see.
What We Do
We bring context into the moment of choice — so people can understand the impact of their food purchases on their own lives and on the world around them.
What We Do NOT
We don’t score, rank, judge, or tell people what to buy.
Systems That Shape Food Products
From natural resources and processing to packaging, distribution, and consumption.
A lot happens before food reaches your table.
Every step shapes the product — and the world around us.
Who This is For
People who think before they act.
People who want clarity, not sales pitch.
People who want purchases to reflect their values.
People who care about health, sustainability, labor, or food quality.
Who This is NOT For
People looking for a single “best” score.
People who want to be told exactly what to buy.
People who want to continue making decisions purely based on habit, convenience, or price.
People uninterested in how food choices affect the world and their own health.
where we are now
ALIGNDo is an early-stage project — not a finished product.
We’re exploring how to bring meaningful clarity to food choices and learning from people who care about acting deliberately.
Share Your Perspective
Was there a purchase that made you pause and question whether it aligned with who you are?