Provenance raises $5 million to prevent greenwashing

Sustainable marketing tech provider Provenance has secured $5 million to tackle greenwashing with its transparency technology.

The company plans to use the funds to develop its software product and supercharge brand and shopper reach. It also hopes to grow its team size to over 50 people in 2022, investing in talent across product and engineering, sales, marketing and partnerships.

Provenance’s Proof Point technology aims to empower online shoppers to make positive purchases for people and the planet. Proof Points are digital sustainability claims on ecommerce pages that allow shoppers to click through to view relevant evidence or independent verification.

With 81 verifiers and over 20 certification bodies, Provenance works with organisations including B Corp, Soil Association, Leaping Bunny and GOTS to enable brands to show verification online.

Active in 18 markets across Europe, North America and Asia Pacific, the company is now working with over 150 brands and retailers across fashion and beauty including Cult Beauty, Douglas, Ganni and Unilever.

Jessi Baker, Founder and CEO of Provenance, said: “Provenance is fighting greenwash with transparency tech and helping brands unlock commercial value from their positive social and environmental impact. We’re already driving results and we can’t wait to expand our community. This funding will help us grow our first-class team and product and accelerate our goal to empower one billion citizens to choose products that match their values.”