How sustainable are the brands we buy? Provenance's new digital solution tackles greenwashing head on

Working with Withers' tech team, Provenance has now raised $5m of investment backing from S4S Ventures and Nordic Eye, as well as securing a grant from the government's Innovate UK agency. With these additional resources, Provenance will be able to grow its international reach, as well as developing an AI platform to amplify its verification services.

"Provenance began out of a personal frustration for how little we know about the things we buy," explains founder and CEO Jessi Baker. "I was amazed and disappointed to discover that there were no sources of reliable information out there to help me check on the products I purchased. So rather than remain frustrated, I created it myself!"

“Our tools empower marketers to put validated sustainability data directly in the hands of consumers, in a way that’s compliant with regulation, is scalable and drives growth. With the support of S4S and Nordic Eye, we’re excited to accelerate towards our goal of empowering one billion citizens to choose products that match their values,” Jessi adds.

Withers tech, a team of market leading technology and life sciences lawyers is carving out a reputation for working with tech-based businesses that are focused on impact, whether that is in creating meat-free food products, turbo-charging reforestation or more sustainable approaches to fashion.

"It is a privilege to work with companies like Provenance which are creating real change in the world. Greenwashing is a threat to our efforts to meet climate risks, as it generates scepticism and confusion about the reality of manufacturer's sustainability claims. Our role is to give our clients the advice and support they need to achieve durable growth and funding from the right partners, with the right terms," says Susanna Stanfield, Withers tech partner.

"Technology and sustainability are combining in really powerful ways to create genuine change, and Provenance exemplifies that trend. With the backing of S4S and Nordic Eye, Jessi and her team will be able to do much more, making their service even more powerful with new AI applications," adds Susanna.

With Provenance's analysis of brands' production processes and supply chains, retailers and consumers can look forward to some clarity with their purchasing choices and can support genuinely sustainable brands with confidence.