Founder & Chief Capidealist* Amy Ziff is a trained journalist and start-up junkie who never wanted to work at a women’s magazine writing about make-up. She always was looking for ways to make a difference, and to find better ways to live a healthy life. When she became a mom, everything came together. Ziff felt frustrated by how hard it felt to make what should be simple decisions – healthy decisions - for herself and her family. For years as a hobby, Ziff has been seeking out the truth about products and their real ingredients. (What companies put in their products can be shocking, including known carcinogens and potentially toxic chemicals, which are often not disclosed.)
Finally, she’s taking her pastime to primetime by bringing her findings public in the form of a community site called Veritey. Veritey comes from the latin root word Veritas meaning truth, combined with the sound of tailored in Veritey…Meaning a site filled with truths tailored to your life.
As a mom, Ziff feels more of an urgency to create a healthy home in order to give her children the best possible start in life. She can no longer be casual about decisions, like the soap that goes on her children, the clothes they wear on their skin, the foods she gives them. “It’s my job as a Mom,” says Amy, “to help my kids be the best they can be. In order to foster them to be their best selves a healthy start paired with unconditional love is crucial.”
Our world assaults us silently with un-natural products, even products that claim to be helpful. Children are more susceptible to the adverse effects from these chemicals. Seemingly innocuous ingredients that claim to be “anti bacterial” or “natural” or “sun blocking” are very often more harmful than helpful! Ziff believes you shouldn’t need a PhD to decipher what products to use and which to avoid. Yet the reality is that getting to the truth can take hours of research and legwork, and most busy moms and parents just don’t have that kind of time. Ziff is determined to make it easy for everyone to make healthy choices for themselves, their loved ones and the planet. “As busy, loving, concerned Mom I just wanted someone to tell me what to do. And so, I’ve created Veritey to do just that.”
Veritey makes it simple for people who are time pressed to make healthier decisions. Veritey is about truth and healthy living.
*A capidealist is one who believes that world change can come about through our collective purchasing power on the free market.
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