Eco Toy Alliance

Zem Joaquin
Eco-expert Zem Joaquin is the founder of ecofabulous is a trusted curator of ideas, trends, products and resources. The organization is dedicated to inspiring and educating consumers about beautiful, sustainable, healthy products vetted by expert editors and designers, and only recommends products and sources that are tried, tested and ecofabulous approved.

Zem has been a contributing eco-editor at House & Garden, Domino, Architectural Digest and 7x7 Magazines. She received the 2009 Global Green Millennium Founder’s Award for her contributions as a Global Green board member, Co-Chair of Global Green's San Francisco Committee, and Founder of Global Green's Successful Annual Fundraiser and Ecofashion event. Mentored by William McDonough, Zem is a certified BuildItGreen design and strategy consultant and Cradle to Cradle enthusiast who helps companies and individuals create beautiful, smart, sustainable spaces and practices.

Zem is the eco-luxury specialist for Planet Green’s Alter Eco and regularly contributes to various media. Much of her penchant for superior design came from her years at splendora.com and living in Milan, Paris and London. Her love for the earth, however, can be traced back to her early upbringing on a Palo Alto commune. As a mother of two, Zem is committed to improving all families’ health, education and access to well- vetted information. To that end Zem is an active board member of Global Green, Healthy Child Healthy World,Teens Turning Green, and Architecture for Humanity.

Danielle Smith
Danielle Smith is the founder and primary author of ExtraordinaryMommy.com, a website designed to remind Moms of the extraordinary work they do on a daily basis. With a background as an award-winning anchor and reporter, Danielle has now turned her attention to Online TV and Radio Hosting. As a result of her work on ExtraordinaryMommy.com, Danielle has appeared on The CBS Early Show, CNN, Fox News, and NPR as well as local St. Louis News Stations.

She is a contributing author to the book, The Internet Mommy, as well as to numerous blogs and websites.

Danielle's main passion is her family. She is Mommy to two sweet and sassy small people - and wife to a wonderful (and hilarious) guy.
Danielle makes ‘Give Good, Get Good’ a motto she lives by - aiming to teach her children to give of themselves daily. She has coordinated volunteers for the Life is Good Festival and most recently dedicated time as the Chair for the St. Louis Leukemia and Lymphoma's Winter Wonderland event for children.

Jennifer McNichols
Jennifer McNichols is co-publisher and lead product researcher at Z Recommends, a consumer research blog whose independent product reviews, in-depth product category and company research, and consumer advocacy for safer children’s products have been cited by the Washington Post, U.S. News and World Report, and hundreds of other blogs, websites, and print publications.

A recognized expert in safe, high-quality, and environmentally-friendly products for children and their parents, she also helps maintain the ZRecs Guide to Safer Children’s Products, a directory of vetted product information about children’s toys, feeding products, personal care items, and dozens of other product categories. Jennifer enjoys evaluating children’s products for review on Z Recommends with her husband Jeremiah, Z Recommends’ editor and co-publisher, and their five-year-old daughter, Zella.

Heather Gibbs Flett and Whitney Moss
Heather Gibbs Flett and Whitney Moss are the authors of The Rookie Mom's Handbook and the founders of RookieMoms.com, an indispensible blog for new parents. They live in Berkeley, California and have two children each, ranging from 2 to 5 years old. They have appeared in Parenting, Fit Pregnancy and Bay Area Parent magazines, and on The View From The Bay and other local television shows providing tips for parents.

Heather is a creative web producer and project manager who has worked Internet consulting firms in San Francisco for more than 12 years. Whitney is a consultant who specializes in marketing to moms. She worked at LeapFrog toys for six years.