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Building trust through supply chain and impact transparency in FMCG

In this first transparency initiative of a strategic partnership between Princes and Provenance, Princes are now sharing the sustainability story behind their Napolina canned tomatoes with retail customers and shoppers.


Princes is one of Europe’s largest food and drink groups, supplying grocers with branded and private label canned goods that reach millions of shoppers. Princes have partnered with Provenance as a part of a complete brand and strategy transformation towards becoming a more purpose-driven business. Under a new transparency initiative, they’re working with Provenance to ensure they’re protecting the brand by staying on the front foot with issues that could impact the entire industry. The cornerstone of this work is to form a digital connection with shoppers to communicate their values transparently.

Working with

The Challenge

Responding to the business imperative of rising industry concerns

Illegal labour and its impact on migrants has been an issue in Italian agriculture for many years. Princes has been proactively addressing issues of exploitation, illegal working conditions and slavery. With increased media and shopper attention on tomato supply chains, they wanted to open up the origin, journey and impact behind their Napolina tomatoes to provide assurance through transparency.

The Solution

The trusted platform to deliver a scalable, digital transparency solution

Napolina, guided by the Provenance Transparency Program and expert team, was able to structure a data-backed narrative of its tomato supply chain. With this first step in their transparency strategy complete, the Provenance platform was used to create a Product Passport, a digital experience that shows the story, key areas of impact and journey of their tomatoes – backed up by evidence and third-party verifications.

This is now accessible via a QR code on more than 3 million cans of tomatoes and further supported by Proof Points embedded within a new Responsible Sourcing webpage.

The Results

Market-leading transparency

Working closely with the team at Provenance, Princes and their Napolina brand are now approaching transparency with a clear strategy. Their claims are aligned to data from their tomato supply chain with a framework for transparency.

This assurance has enabled a transformation in the Napolina brand, creating marketing content underpinned with integrity and consistent across their digital channels. In turn, this closer connection with their retail customers and shoppers is supporting Princes to achieve their goal of becoming the most trusted FMCG supplier in Europe.

Next up, the Princes’ transparency partnership will extend to its seafood products with on-pack traceability.

The Benefits
  • Increased brand value

    Proving purpose and communicating the brand values openly ensures Napolina connects directly with what their customers care about.

  • Assurance to reduce risk

    Working with verifiers and taking a data-backed approach to transparency enables Napolina to offer groundbreaking assurance.

  • Repeatable, scalable program

    Working closely with the team at Provenance has given Napolina the confidence and structure to develop and define a transparency strategy that will now be extended to other product areas in Princes.

  • Our new partnership with Provenance is now allowing us to tell this story clearly and conveniently via their sharing tools, and will help us to build shopper trust through greater supply chain and impact transparency.

    David McDiarmid
    Corporate Relations Director, Princes
  • By providing on-pack QR codes, we are engaging shoppers with a mobile-friendly experience that is supported by data from our supply chain and the Provenance platform. Our consumers can now clearly see how these products are made, where they come from and who was involved.

    Neil Brownbill
    Italian Products Commercial Director, Princes

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