Site: GoodGuide Category: Editors' Choice, Best Newcomer
We created the Editors' Choice awards for products like this: Small and relatively unknown products that demonstrate real leadership, but that don't yet have enough traction to win in the user vote part of the Webware 100.
GoodGuide is a product recommendation system focused on "safe, healthy, and green products." It will tell you what chemicals are in your toothpaste, or if your socks are made with sweatshop labor.
The company's real value add is in acquiring the data on the products. There's an iPhone app for the service as well, so you can check on items when you're out shopping. As we said when the site launched: It's a simple story. But it's told very well.