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Sorrell Cowen

Data Accuracy Approach - The Reewild App

When creating the Reewild app, one of the challenges we faced was ensuring the availability and accuracy of food carbon footprint data, to inform and not mislead users. To that end, we've developed a transparency scale to disclose the sources of our data, the variation in accuracy, and how our methodology serves as a feedback loop to improve accuracy as we scale. We follow a "good over perfect" principle, which acknowledges the limitation of existing data, but strives to provide consumers with the most comprehensive database of carbon scored products on the market.

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