Holland & Barrett enters new partnership to help customers shop sustainably

The retailer’s online channels in the UK and Ireland will now feature sustainability claims that are validated by Provenance, “giving its customers trustworthy information to help them make informed purchasing decisions”.

Product pages of Holland & Barrett’s Own Label vitamins, food and sports nutrition products will now feature sustainability information around aspects such as product packaging, ingredients and more.

This is also available for customer-favourite branded products such as Weleda, Westlab, Pukka Herbs, Grass & Co, and Faith in Nature.

The retailer said “this collaboration positions Holland & Barrett as one of the first UK high-street retailers to embed validated and transparent sustainability claims in the customer journey”.

Guy Farmer, commercial trading director at Holland & Barrett, said: “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 while 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.

“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. Over time we believe Provenance will be more than a compliance measure for our suppliers, it will be a strategic growth initiative designed to harness the power of sustainability as a lever for market success, both with Holland & Barrett and as they scale their businesses.”