Overview

Provenance runs an AI-enabled product data platform that helps brands and retailers validate and communicate sustainability claims to consumers. Brands submit evidence into the Provenance Framework, which defines 125 Proof Points across Climate, Nature, Workers, Waste, and Communities; claims are verified and then shown on product pages via interactive widgets and a TrustBadge, integrated through Shopify or API. It differentiates itself with an auditable claim framework, AI-driven data processing, a verifiable product history concept, easy SaaS integration, and a certified B Corp mission, serving over 370 brands including Unilever and Ocado. Its goal is to combat greenwashing and empower one billion consumers to make purchases aligned with their values while expanding internationally and sharpening its sustainability data AI capabilities.