Former CMA Chair Marcus Bokkerink joins Provenance as NED to help build consumer trust

London, UK – 17.6.25 – Provenance, the leading data and software platform helping brands cut greenwashing risks and earn consumer trust, today announces the appointment of Marcus Bokkerink, former Chair of the UK’s Competition and Markets Authority (CMA), and former head of Boston Consulting Group’s European Consumer Practice, as a Non-Executive Board Member. 

His appointment comes as consumer trust in sustainability claims wanes and regulatory risks for brands intensify, with new legislation such as the Digital Markets, Competition and Consumers (DMCC) Act.

The addition of Bokkerink – whose tenure at the CMA included the development of the Green Claims Code – signals Provenance’s long-term commitment to building integrity in the green claims ecosystem.

Provenance’s platform is already used by over 370 retailers and brands—including Unilever, Holland & Barrett, Ocado, and Estee Lauder—to deliver credible, compliant green claims at scale.

Backed by S4S Ventures – the fund co-founded by Sir Martin Sorrell – Provenance is scaling its work with major retailers and multinational brand companies to provide a trusted solution for de-risking, substantiating and communicating credible environmental claims. 

Among Provenance’s rapidly expanding AI capabilities is a tool that helps businesses detect high-risk green claims in marketing content, including copy, imagery and video. 

This forms part of its platform that not only flags potential compliance issues, but also enables businesses to substantiate their claims and deploy them more effectively across digital and physical marketing channels. The result is a powerful opportunity to build consumer trust — turning compliance into a competitive advantage and driving long-term brand loyalty.

Marcus Bokkerink, new NED of Provenance, said: “Businesses thrive when consumers trust in markets and brands. Provenance brings a practical solution to earn and sustain trust. It helps retailers and brands get their green claims right first time, quickly and efficiently, across their portfolios; it helps their customers make sustainable choices with confidence; and it helps the industry cut through greenwashing at scale.”

Sir Martin Sorrell, Co-Founder of S4S Ventures, said: “Rising fear of green claims missteps and the potential for consumer backlash is causing marketers to pull their punches on purpose-led campaigns. Provenance’s AI tools are giving brands a way to communicate sustainability with confidence — reducing risk while building trust with consumers. Marcus’s strategic appointment firmly positions Provenance as the trusted partner for businesses navigating this new landscape and earning long-term consumer trust.”

Jessi Baker, MBE, Founder of Provenance and Chair of British Retail Consortium’s Green Claims Forum, said: “We're entering a new era of accountability in social and environmental impact. With Marcus’s expertise in consumer protection and our new AI capability, we’re in a strong position to help brands mitigate regulatory risk, meet evolving compliance requirements, and enable businesses to build long-term trust at a tenth of the cost of today’s human powered solutions.”