Brooklyn, NY -Jennifer Boulden, president of the Anavo Group, and Heather Stephenson, president of Urban Sage, have joined together to create the Ideal Bite, Inc. (www.idealbite.com), a web company that provides daily email tips and personal editorial for the consumer who wants to make a positive impact on the world. Unlike much of the overwhelming "green" communications to date, the Ideal Bite's daily tips will keep the tone very real and upbeat. The idea is that small changes --done en masse -- can add up to big results. The site structure gives corporations direct communication with environmentally-conscious consumers to effect product development and purchase decisions.

"So many people want to do something to make the world a healthier place for themselves and their children, but very few of us want to drastically change our lifestyle or daily routines," notes Stephenson. "The Ideal Bite is the source for positive, pithy and even somewhat irreverent advice on being eco-conscious, no matter if you live in Manhattan, New York or Manhattan, Montana."

According to the Price Waterhouse Coopers' "Millennium Poll on Social Responsibility" of 22,000 consumers around the world, two out of three people surveyed want companies to go beyond their historical role of making profit, paying taxes, etc; they want companies to contribute to broader societal goals as well. Ideal Bite provides a virtual focus group for environmentally-minded product and promotional message development. The user surveys and advertising offers will allow companies seeking to reach the eco-conscious consumer, direct access to this coveted market.

"The human population is overusing the earth's natural resources by 15%, and growing at an exponential rate. The world's wealthiest nations are mortgaging the future at the expense of today's children, the poor, and the long-term health of the Earth," said Boulden. "Ideal Bite is growing by 32% a week on average, which tells us people are excited to find an easy, free source of ideas for making small, easy changes-that feel good."

In addition to daily email tips, Stephenson and Boulden add a very personal perspective in corresponding daily blog writings. The personality-driven blog will engage readers and encourage both humor and debate, as well as give readers the inside scoop as to how the founders have integrated the tip into their own daily lives. As Business Week stated in the April 22, 2005 cover article on blogs, "The measure of success in that world [blogging] is not a finished product. The winners will be those who host the very best conversations." And through pleasant conversation - not preaching - the Ideal Bite plans to gain traction.

The founders developed the idea for the Ideal Bite while working together as marketing consultants to green businesses. They realized environmentally-minded companies (such as Aveda and Patagonia) did not have one place to advertise to "conscientious consumers" on the Internet. Boulden and Stephenson have backgrounds in launching web companies as well as a burning passion for making "green" more hip by sharing their advice on how to align daily decisions with personal values.

The Ideal Bite launched in the U.S. on June 20, 2005, and has plans for rapid international expansion. To join the blog discussion, sign up for the email tip, and learn more about the company, visit www.idealbite.com.

Ideal Bite, Inc.

Ideal Bite, Inc.

More from Ideal Bite, Inc.