Online eco shop Natural Collection wants you to hang out with like-minded green people on its new community site, ooffoo. Launched today, the name comes from the web hex value for the colour green. Well, kinda. Strictly speaking 00ff00 is the value for green, but someone's already got that URL and it's not as easy to pronounce as 'ooo-fu'. So ooffoo it is. The site lets you post ads and blog posts, swap and sell products, plus it has a competition to win £500. I like the principle behind the site, but right now it's lacking a killer app. Still, it's early days, and any community site takes time to grow. Fortunately, Natural Collection has a lotta genuine fans. For proof, just look at the way it's always won the reader-voted category in the Observer Ethical Awards.