Holland & Barrett is partnering with leading sustainability data platform Provenance, in a move which the retailer says will help its suppliers “build trust and loyalty” with customers around the claims they are making.
H&B says the collaboration positions it as one of the first UK high street retailers to embed validated and transparent sustainability claims in the customer journey.
This week, Provenance-validated claims have begun appearing across Holland & Barrett’s online channels in the UK and Ireland. Provenance claims will now feature on the product pages of Holland & Barrett’s own label vitamins, food and sports nutrition products, as well as on products from brands including Weleda, Westlab, Pukka Herbs, Grass & Co, and Faith in Nature.
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 with our customers around the claims they are making. Brands that validate their claims with Provenance will be well-positioned to stand out, attract eco-conscious consumers, and ultimately help drive more sales through our platform.”
H&B says Provenance’s platform and framework of green claims will help it, and its brands, to navigate an increasingly complex regulatory landscape surrounding sustainability claims and how they must be evidenced, including the UK’s Green Claims Code.
Farmer added: “Our partnership with Provenance is also a vital compliance measure for our business. We require all future suppliers to use Provenance to validate any sustainability claims they wish to make. To support our existing suppliers in making this change we have offered a sponsored limited membership to Provenance, and we’re delighted that many of them have already onboarded with the platform.”
Jessi Baker, founder of Provenance, said: “Holland & Barrett’s commitment to transparency and sustainability is truly inspiring. By being one of the first high street retailers to integrate our platform, they are setting a powerful example for the retail industry. We are excited to help their brands communicate their sustainability journeys in a compliant, customer-friendly way, setting a new benchmark for the retail sector.
“In a market where products marketed as sustainable are growing 2.7x faster than the rest, this collaboration will empower brands stocked by Holland & Barrett to better meet consumer demand for transparent sustainability and reap the rewards.”
Verified sustainability claims powered by Provenance launched on the H&B web and mobile site, with shelf edge and in store materials to follow in 2025.
Main image: Holland & Barrett
