We started GoodAPI to make verified environmental impact something any brand can plug into, not a privilege of companies with a sustainability department.
I spent my career in product management, watching the biggest brands in the world build entire sustainability teams just to do impact properly: finding the right nonprofit partners, vetting them, making sure nothing crossed the line into greenwashing, then turning all of it into something they could actually report on. The work was real. It was also a luxury most companies couldn't afford.
Smaller and mid-sized brands wanted to do the same thing. They just didn't have a department of people to stand it up. So they either shipped something half-baked or didn't try at all.
GoodAPI started with a simple question: what if every brand, not just the ones with a sustainability team, could plug into the same caliber of impact infrastructure? Verified partners. Audited outcomes. Real certificates. Live reporting. Available behind a single API or a one-click app install.
There's a more personal piece too. I have two young daughters. The kind of planet they get to grow up on isn't an abstract policy question to me. It's the thing I think about when I close my laptop at night. I'd like them to inherit somewhere they can still play. GoodAPI is, in part, my contribution to that.
Mirvise Najafe, Co-founder
Make verified environmental impact a default, available feature of every transaction on the internet. Fully audited, locally executed, and accessible to brands of every size.
GoodAPI was founded by Mirvise Najafe and Saif Abid, a product builder and a systems engineer who'd both spent years close to this problem from different angles.
Mirvise leads product and go-to-market at GoodAPI. His background is in product management, with a focus on building software that real teams actually adopt and rely on. He started GoodAPI after watching enterprise brands stand up entire sustainability departments to do impact properly, and realizing the same caliber of infrastructure could be packaged behind an API for every other brand on the internet.
Saif leads engineering and architecture. He spent the last decade building production AI systems, starting as CTO at Bitstrapped (acquired by TELUS), where he grew the team from 5 to 100 engineers shipping AI for hundreds of companies across IoT, fintech, and healthcare. He later served as Chief Architect at Lemonaide (acquired by BeatStars), designing systems to responsibly serve the working artist community, and has spoken at Google NEXT on what it actually takes to run agentic systems in production. Outside of GoodAPI, Saif runs a social enterprise working alongside communities in Madagascar, Kenya, and Brazil that has planted more than 3.5 million mangrove trees and funded the removal of over 45,000 kg of ocean-bound plastic from shorelines across Southeast Asia. GoodAPI is the engineering counterpart to that work. Same mission, scaled through the rails of e-commerce.
Inside GoodAPI you'll find engineering, content, and partnerships: a tight team that ships quickly and stays close to the brands using us. We work alongside an extended network that does the actual planting, collection, and verification: veritree, Plastic Bank, Arbor Day Foundation, Eden Reforestation, and dozens of on-the-ground field teams in Kenya, Brazil, Madagascar, the Philippines, Indonesia, and across North America.
The footprint of the work is much larger than the company itself, and that's by design. We'd rather route capital to people doing the work in their own communities than try to do everything ourselves.
Four principles we use to make decisions when the answer isn't obvious.
Every planting session is geotagged. Every kilogram of plastic is tracked. Every partner is independently audited. If we can't verify it, we don't claim it.
We build the boring, durable plumbing (verification, certificates, reporting, partner routing) so brands don't have to reinvent a sustainability program from scratch.
Every project we fund employs people in the communities where the planting and collection actually happens. Livelihoods and ecosystems get restored together.
Clean APIs, predictable webhooks, real dashboards, honest pricing. We treat the people integrating GoodAPI the way we'd want our own tools to treat us.
What our partner brands have moved through GoodAPI so far.
Whether you sell on Shopify or you're integrating impact directly into your own platform, we'd love to help you turn transactions into measurable, verified outcomes.
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