Holland & Barrett has partnered with sustainability data platform Provenance to integrate verified sustainability claims into the customer shopping experience.
People shopping on the health & wellness retailer’s online store in the UK and Ireland will see Provenance-validated sustainability claims on various products, including its own-label vitamins, food, and sports nutrition items. Products from brands such as Weleda, Westlab, Pukka Herbs, Grass & Co, and Faith in Nature will also feature the claims, providing customers with information to make more sustainable choices.
Guy Farmer, Commercial Trading Director at Holland & Barrett, commented: “We’re delighted to be partnering with Provenance to further meet the growing consumer demand for transparent sustainability claims. 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.”
Jessi Baker, founder of Provenance, added: “By being one of the first high street retailers to integrate our platform, they are setting a powerful example for the retail industry.”
Provenance-validated claims are now live on Holland & Barrett’s website and mobile app, with plans to extend the initiative to in-store materials in 2025.
