H&B partners with sustainability data platform Provenance
Holland & Barrett (H&B) has entered partnership with sustainability data platform Provenance in a move which embeds ‘validated and transparent sustainability claims in the customer journey’.
Across H&B’s UK and Ireland online channels, Provenance-validated sustainability claims now appear against products to give shoppers ‘trustworthy information to help them make informed purchasing decisions’, with shelf edge and in-store materials following in 2025.
The system applies to many of the chain’s bestsellers, including Weleda, Pukka Herbs, Faith in Nature, Westlab and Grass & Co, as well as H&B’s own-label vitamins, food and sports nutrition products.
The framework also enables both the retailer and its brands to navigate the complex regulatory landscape and adhere to the UK’s Green Claims Code.
Jessi Baker, Provenance founder, calls H&B’s commitment to transparency and sustainability ‘truly inspiring’. “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. In a market where products marketed as sustainable are growing 2.7 times faster than the rest, this collaboration will empower brands stocked by Holland & Barrett to better meet consumer demand for transparent sustainability, and reap the rewards.”
“Over time we believe Provenance will be more than a compliance measure for our suppliers, it will be a strategic growth initiative designed to harness the power of sustainability as a lever for market success.”
Guy Farmer, commercial trading director at H&B, adds: “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.
“Our partnership with Provenance is also a vital compliance measure for our business. We require all future suppliers to use Provenance to validate any sustainability claims they wish to make. To support our existing suppliers in making this change we have offered a sponsored limited membership to Provenance and we’re delighted that many of them have already onboarded with the platform. Over time we believe Provenance will be more than a compliance measure for our suppliers, it will be a strategic growth initiative designed to harness the power of sustainability as a lever for market success, both with Holland & Barrett and as they scale their businesses.”
By Rosie Greenaway, editor