These claims are powered by Provenance’s technology, which allows for the tracking of products from their origin to the point of sale. This partnership is a significant step towards transparency and accountability in the health and wellness sector. It allows consumers to make informed decisions about the products they purchase, knowing that their choices are aligned with their values. The partnership between Holland & Barrett and Provenance is a testament to the growing demand for sustainable products and the increasing awareness of the environmental impact of consumer choices.

Weleda, for example, has been using the tool for a while now, and its claims have been validated. Weleda’s use of the tool has helped them to streamline their marketing efforts and improve their brand image. The tool is designed to help retailers validate claims on their own products. This validation process involves a thorough review of the evidence, including scientific studies, clinical trials, and expert opinions.

The partnership aims to create a unified approach to sustainability across the entire value chain, from sourcing raw materials to product disposal. This includes developing and implementing sustainable practices, setting ambitious sustainability targets, and measuring progress towards those targets. H&B’s commitment to sustainability is reflected in its “Sustainable Living” initiative, which focuses on reducing its environmental impact and promoting sustainable consumption. This initiative includes a range of initiatives such as reducing plastic waste, promoting reusable packaging, and supporting sustainable agriculture. H&B’s partnership with the CMA aims to leverage the expertise of both organizations to navigate the complex regulatory landscape and ensure compliance with evolving sustainability standards.