Today, more than ever, the online world is an important method of keeping yourself informed and consequently making informed choices. Jo the Fish sits in your browser and warns you.
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I used to meet with friends at a local bar as many do. A few months ago I found out that the owner shared some horrible hate speech and financially supported movements that empowered discrimination and racism. I felt bad that my money was being used indirectly to empower exactly the opposite of what I stand for. It's very hard to know what businesses will do with your money so I decided that needed to change. If you care about something deeply you'll want to be warned if a business that is on the opposite side of your believes. That's what Jo the Fish is about: creating a money flow towards businesses and people that genuinely want to make the world better.