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RETAILCRAFT RECAP Part 1: “Glass-box brands” – and Kingfisher PLC

The RetailCraft podcast investigates those behind the scenes of multichannel performance, with a particular focus on our Top500 companies, and those who influence and inspire them.

In the first half of the latest episode, we spoke to Jesse Baker, founder and chief executive of Provenance, about the challenges of implementation, brands embracing product transparency and what the future holds for sustainable supply chains.

Listen to the full episode on Apple Music and Spotify or carry on reading for the key highlights, covered by Digital Editor, Scarlette Isaac.

For the full transcript, complete with glossary definitions, factpacks and useful links, click here.

What is Provenance and how did it come into being?

“Provenance was a side project that turned into a bit of a full-time gig, and now we’re a team of 25 people based just down the road in King’s Cross, working with brands to help them be transparent on the impact of their products.

“I think Provenance really came out of my own personal frustration. I just wanted to know the impact that our products have on people and the planet… I think that information should be accessible to me, right in my lazy ecommerce scrolling, it should be accessible to me so I can make an informed decision.”

How are you helping consumers make more sustainable choices?

“Provenance is really just trying to standardise sustainability claims, we make them very simple and consistent and then ensure they are credible. We’re connecting to third-party data sources to really say, this is a fact, this isn’t just the brand marking its own homework.

“We’re just trying to create consistent, credible claims.”

Final thoughts?

“Provenance is only a piece of the puzzle because supply chain transparency is really complicated and there’s quite a few different actors that are playing their part.

“The reality is that transparency is a journey. You don’t have to be fully and beautifully transparent end to end to get started.”

Listen to the full podcast on Apple Music or Spotify now and discover more about communicating on carbon, web 3.0 and the evolution of ‘glass-box brands’.

For a full transcript of episode 31 click here.

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