Health and wellness retailer Holland & Barrett will now display Provenance-validated claims on its online channels in the UK and Ireland, following a collaboration with the sustainability data platform.
The partnership aims to give customers trustworthy information to help them make informed purchasing decisions.
Product labelling will include information such as whether the packaging has been recycled, or if the product is vegan-friendly, all supported by verification and evidence. It will be added to Holland & Barrett’s own products, and those of partners from brands including Faith in Nature, Grass & Co, Pukka Herbs, Weleda and Westlab.
Guy Farmer, commercial trading director at Holland & Barrett, said: “We’re delighted to be partnering with Provenance to further meet the growing consumer demand for transparent sustainability claims.
“Our customers have always looked to us for natural, ethical and sustainable products and this initiative reinforces our commitment to sustainability whilst also providing our suppliers with powerful tools to build trust and loyalty with our customers around the claims they are making.
“Brands that validate their claims with Provenance will be well-positioned to stand out, attract eco-conscious consumers, and ultimately help drive more sales through our platform.”
Farmer also stressed that this latest move is a compliance measure for the retailer. It will ensure all future suppliers use Provenance to validate any sustainability claims they wish to make.
“Holland & Barrett’s commitment to transparency and sustainability is truly inspiring,” added Jessi Baker, founder of Provenance.
“By being one of the first high street retailers to integrate our platform, they are setting a powerful example for the retail industry. We are excited to help their brands communicate their sustainability journeys in a compliant, customer-friendly way, setting a new benchmark for the retail sector.”
Hear more from Jessi Baker in the RetailCraft podcast. Baker sat down with Ian Jindal and to discuss the challenges of implementation, how brands are adapting to and embracing transparency, and the direction of travel in making sustainably supply chains easy and relevant for the consumer.
Jessi mentioned the phrase “glass-box brands”, succinctly describing the radical transparency and scrutiny under which modern businesses now operate.
Sienne Veit is the Group Digital Product and Platform Director for Kingfisher PLC, owners of Screwfix, B&Q, Castorama also joins the conversation, explaining how the combination of data science and engineering can ’make meaning and create joy’.
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