eLabel is a network of concerned consumers, professionals and civil society organisations that share knowledge about consumer products.

eLabel provides this independant (3rd Party) information via several websites and mobile apps (still in Beta).


This 90 second video shows how some consumers are seeing past the "greenwash" and the "spin" to exercise their power by making truly informed purchases.

To find out more about the story behind this video, click here.
March 2013 Update

 As of March 2013, eLabel had catalogued over 7500+ consumer products. Content relating to these products is delivered to consumers via the eLabel app (iPhone / Android).
PLEASE NOTE : Although the majority of products investigated are currently Woolworths brands, eLabel has no financial relationship with Woolworths whatsoever.

In 2012, the eLabel team decided that the South African public would need a place where they could experiment with the eLabel app; in other words, somewhere where they would be able to scan (nearly) any product in a given store.

eLabel aims to investigate all consumer products in South Africa and Woolworths is simply the starting point.

The content is organised under consumer interest categories such as: Nutrition, Biodiversity, Packaging, Carbon Footprint and others. eLabel has amassed over four thousand five hundred “eLabel posts” – roughly equivalent to a short blog post of 500 characters on average.

These posts have been submitted by a selection of experts, researchers and conservationists from a wide range of recognised organisations. It is important to note that over 1000 of these posts are referenced by source documents such as those published by peer-reviewed journals, actual laboratory results and other documents from respected and reliable sources. 		 
How the eLabel app works :
#1. You go to the shops for your weekly shopping. So many products, so many choices. You may wonder if it really possible to an informed choice? For example, you want to buy free-range, but is there really more to those words than merely a marketing message? #2. You’re standing in the aisles looking at lines and lines of the same product. All the labels are colourful and attractive. Yet this doesn’t satisfy you. You can’t understand the ingredients, you feel dazzled by the clever marketing messages. You want to know more.
#3. Luckily for you it is 2012 and technology is enabling a revolution in consumer choice. You grab your mobile phone and download the eLabel app and sign up, free of charge. #4. Open the eLabel app and scan any regular old barcode. The eLabel app turns your phone into a barcode scanner. This will access the eLabel product database online.
#5. Once on the eLabel you can access product specific information according to sustainability topics such as water footprint, animal treatment, carbon footprint, social justice and others. You can make your own comments, leave questions for the producers, respond to other consumers, upload media, watch videos or look at photos. #6. Then, once you’ve done your research and you’re satisfied, you can make your purchase in a manner which suits your wallets and your morals. Don’t want to support sweatshops? – don’t purchase their produce. Want to lower your carbon footprint? – choose your products accordingly.