Provenance
The proof behind product claims
London, United Kingdom · Founded 2013
- Headquarters
- London, England
- Founded
- 2013
- Business Model
- B2B
- Website
- provenance.org
- Last Round
- Series AMay 2024
- Rounds
- 4
About
Provenance is a London-based product transparency platform that helps brands and retailers validate, structure, and communicate sustainability and sourcing claims to consumers and AI systems. The company works with 370+ brands and retailers — including Holland & Barrett, Unilever, and Estée Lauder — to independently verify product claims across 125+ categories spanning efficacy, health, sustainability, quality, and traceability, making those claims accessible wherever shoppers and AI make purchasing decisions. Founded in 2013 by Jessi Baker, Provenance operates as a certified B Corp and social enterprise governed by an independent integrity council.
Summary
Provenance is a Food & Beverage company based in London, United Kingdom, founded in 2013. Its most recent funding was a Series A round in May 2024. Investors include S4S Ventures, Nordic Eye Venture Capital and Working Capital Innovation Fund.
Tech & App Stack
10 technologies & apps tracked
Every product and vendor across these categories, with where each signal came from.
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Funding History
May 2024
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Funding: Seed through Series A. Amounts, valuations, and investors where available.
Investors
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