Our latest investment: Provenance
We’re delighted to announce our follow-on investment in Provenance with co-investment from Angel Academe partners Alumni Ventures. The round has been led by Nordic Eye and a global adtech/martech venture fund and others (to be announced formally soon).
Founded by Jessi Baker, Provenance is a SaaS and data platform that validates and amplifies sustainability credentials for consumer packaged goods, empowering customers to cut through the greenwash and make sustainable choices with confidence. Their software enables businesses to be transparent about their impact from discovery to checkout, realise their sustainability ambitions and future-proof their market share. 200+ leading CPG businesses are using Provenance to communicate their sustainability credentials, including Unilever, Cult Beauty, The Ordinary, L’Occitane, LUSH, BELU, Arla and Napolina.
Angel Academe lead investor, Jodie O’Keeffe said, “Angel Academe members embraced the opportunity to invest in the latest Provenance fundraise, with new and existing investors contributing to the round. We like the way Provenance turns a problem into an opportunity — brands and retailers can easily track and communicate their sustainability credentials, empowering consumers to make a conscious purchasing choice while avoiding greenwash. Jessi has gathered a formidable team and we are seeing strong traction in the beauty market and the US, with a model that can be applied to a wide range of consumer goods. Investing in Provenance, we’re hopeful of high returns combined with high impact.”
Jessi Baker from Provenance said, “I’m delighted to have the support of the Angel Academe community! I’m a huge believer in women investing in women — Sarah Turner has built the leading network for this in the UK and kindly supported me since the beginning of my entrepreneurial journey. We have landed some large retail customers and have a very exciting year ahead bringing credible sustainability information to e-commerce!”
