Merian Ventures Portfolio Company Provenance raises $5M Seed Follow On

Provenance, the global leader in sustainability marketing technology, has raised $5m to accelerate its goal to empower 1 billion citizens to choose products that match their values. London-based Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. By surfacing trustworthy, proof-backed sustainability claims at the point of sale, Provenance’s pioneering Proof Point technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever.