Holland & Barrett, the UK's leading health and wellness retailer, has announced a groundbreaking partnership with Provenance, a sustainability data platform, making it one of the first high street retailers in the UK to integrate verified sustainability claims into the customer shopping experience.

Beginning today, customers shopping on Holland & Barrett’s online platforms in the UK and Ireland will see Provenance-validated sustainability claims on various products, including the retailer’s Own Label vitamins, food, and sports nutrition items. Products from popular brands such as Weleda, Westlab, Pukka Herbs, Grass & Co, and Faith in Nature will also feature these claims, providing customers with trustworthy information to make more sustainable choices.

Guy Farmer, commercial trading director at Holland & Barrett, emphasised the importance of this initiative, stating, “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.”

Jessi Baker, founder of Provenance, praised Holland & Barrett’s dedication to sustainability, stating, “By being one of the first high street retailers to integrate our platform, they are setting a powerful example for the retail industry.”

Provenance-validated claims are now live on Holland & Barrett’s website and mobile app, with plans to extend the initiative to in-store materials in 2025.

This partnership comes as Holland & Barrett embarks on a significant modernisation of its supply chain, investing millions into automating its Burton distribution centre. This investment includes the installation of a new warehouse management system and smart forklift technology, aimed at improving efficiency and delivery speed. A key part of this upgrade is the introduction of AutoStore, a robotic picking system that can increase warehouse capacity by up to four times.

Earlier this year Holland & Barrett secured a three-year deal with online retailer THG to use its Ingenuity platform for managing online orders. This partnership is expected to enhance the retailer's digital sales capabilities, further supporting its growth in the UK and Ireland.

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