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“Behind every product is a complex chain of people and places and that’s a really important part of why people buy things,” Ms Baker explains. “Provenance is all about making that information transparent to shoppers but also to businesses all along the supply chain.”

The woman whose mum inspired her to track ethical food

BBC News

“Jessi was inspired by the buying practices of her mum, who always placed an emphasis on locally-sourced food when raising her children.”

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“The ultimate goal of Provenance is that one day it will be impossible to buy a product that compromises your health and morals.”

Money maker: tracking the origins of food

Money Week