Provenance is a London-based company founded in 2013. Provenance provides a B2B SaaS solution as a platform to verify, certify and communicate products with its software solution for sustainability communications and supply chain transparency.

How It Works

Provenance collects, organizes, and verifies products as well as supply chain data, to prove (with 49 potential proof points) to end consumers how sustainable a certain product effectively is. The technology enables brands to address greenwashing concerns and communicate social & environmental impact with shoppers online and in physical stores. Provenance is already working with 150+ leading brands and retailers across food, beverage, beauty & fashion, including brands like Cult Beauty, Douglas, GANNI, Napolina, and Arla. The technology allows verifying sustainability claims and supply chain data through third-party proof. Provenance offers subscription services for enterprises, SMEs and retailer networks.




adding costumers per month


customers on a waiting list

Their Vision

Provenance’s vision is to become the e-commerce platform for sustainable brands based on a solid software service offering. Provenance will leverage its network of sustainable brands and retailers to become a community-driven commerce platform for consumers.

Today the solution adds value for brands and retailers, by reducing time, risk, and growing market share for more sustainable products. The next step is to create a valuable network with SEO and distribution benefits for all brand and retail members. Going forward Provenance will offer a platform and impact token system – uniting brands and citizens, incentivizing change in every purchase.

The Value Add

To brands and retailers, Provenance delivers transparency at the Point-of-Sale (PoS), increases conversion rates and alters brand value, by publishing Proof Points across retailer e-commerce sites, developing a ‘Cult Conscious’ edit and generating credible impact content across go-to-market channels. This led to incredible results for a beauty e-commerce site: 27% increase in add-to-cart among shoppers who clicked on a Proof Point, 2.7x increase in time on site, 5% increase in brand sentiment post-purchase, and 25% increase in social media engagement with 1 million impressions per month.

The Technology

The technology is open-source and based on the Ethereum protocol, making all sustainability claims and product information transparent and accessible to customers and retailers. Using a combination of IPFS (InterPlanetary File System) and Ethereum, all Proof Points are transparent, visible and auditable for every outside party.

Furthermore, crypto enables new forms of value to be tokenized because of its powerful incentive system for users to build and grow the ecosystem by rewarding citizens for choosing sustainable products

Provenance is fighting greenwash with transparency tech and helping brands unlock commercial value from their positive social and environmental impact. We are already driving results for small independent brands and global brand groups alike, and we cannot wait to expand our community. This funding will help us grow our first-class team and product and accelerate our goal to empower 1 billion citizens to choose products that match their values.

Jessi Baker, Founder and CEO of Provenance

Partner & CIO

Christian Tarp, Nordic Eye Mangement

Shoppers are increasingly voting with their wallets for the world they want to see. But they’re also wary of greenwashing, and brands that are making genuine progress on sustainability are struggling to win the deserved commercial returns on their ESG initiatives. Provenance’s proven, scalable solution is helping brands increase engagement, conversion and trust in today’s key battleground of e-commerce.