Provenance is a product claims data platform helping brands and retailers make sustainability, ethical and product claims more trustworthy.

Provenance validates claims such as vegan, cruelty-free, recyclable, carbon measured and other proof points against certification bodies, evidence standards and regulatory frameworks.

The company works with brands, retailers and commerce platforms to surface verified claims across product pages, search, recommendations and AI shopping experiences, helping shoppers make more informed choices and helping businesses reduce greenwashing risk.