UK sustainability technology start-up Provenance has raised £4.1 million in its latest funding round.

The company said its product, called ‘Proof Point’, enables consumers to verify the corporate sustainability claims made on webpages.

Provenance claims that it works with over 150 brands and retailers across the food and drink, beauty, and fashion sectors, including Unilever, Cult Beauty, Douglas, GANNI, Napolina, and Arla.

The company said its offering has been rolled out in 18 markets in Europe, North America, and Asia Pacific.

The funding round was led by Working Capital Innovation Fund and Nordic Eye and included participation from The Brandtech Group and the Digital Currency Group.

The round also included angel investors such as Blockchain.com co-founder and vice chairman Nicolas Cary, chief executive and co-founder at SwiftKey Jon Reynolds, and musician and activist Peter Gabriel.

“Provenance is fighting greenwash with transparency tech, and helping brands unlock commercial value from their positive social and environmental impact,” said Jessi Baker, founder and chief executive at Provenance. “We’re already driving results for small independent brands and global brand groups alike, and we can’t wait to expand our community.”

She added: “This funding will help us grow our first-class team and product and accelerate our goal to empower 1 billion citizens to choose products that match their values.”

David Jones, chief executive at The Brandtech Group, said: “I first met Jessi in 2015 when I was launching the company and she was one of the first people to tell me how important blockchain was going to be.”

“She’s been proven right. What Provenance has built combines cutting edge technology with the power of the community.”

He added: “We’re very excited by the potential for growth in what is a huge addressable market, as brands and investors become increasingly focused on sustainability and ESG and also by the possibilities that Provenance’s Web3 foundations will enable.”

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