Choose pet food with proven positive impact

Provenance powers sustainability claims you can trust, to help you shop in line with your values.

We live in the world we buy into

Every day, we buy products that impact people and planet. But we rarely have the information we need to make positive choices about what to buy. And when brands do make sustainability claims, it can be hard to tell what’s genuine and what’s greenwash.

Powering positive purchases for people and planet

To help shoppers drive change through their purchasing power, Provenance works with brands to make sustainability information available online and in-store via QR codes. We protect shoppers from greenwash by connecting claims to evidence from the supply chain or third-party verification.

Product Conversion


Which brands appear on the Directory?

The Directory features brands that have chosen to work with Provenance to share proof-backed sustainability claims and certifications on their website and/or their retail channels.

If there’s a brand you’d like to see in our Directory, please do suggest a brand.

Why do only some claims have a verified tick? 

With Provenance, brands can provide two different levels of proof.‍

Evidenced: Evidenced Proof Points require the brand to attach evidence to publicly support their claim.‍

Verified: A Proof Point is Verified when a third party confirms the claim is accurate. Verified Proof Points have a green tick to reflect the enhanced credibility of an independently validated claim

Can I buy products through the Directory? 

Yes – each product listed in the Directory can be purchased on either the brand’s own site or a retail channel where Proof Points are published. Simply click one of the links to purchase

How does Provenance differ from other directories?

Any sustainability claims listed in the Directory have been evidenced or verified - we’ve done the homework so you don’t have to. Our technology allows brands to digitise any third party certifications or to attach evidence to their claims, so you can shop with the certainty that these claims are authentic.

What information does Provenance share about products? 

Provenance enables brands to share information about the impact of their products on people, animals and planet.

The Provenance Framework – a standardised rulebook for communicating impact – includes 50+ claims and certifications, ranging from ‘Audited Factory Conditions’ to ‘Renewable Energy’. The Framework also allows brands to publish digitised certifications, from ‘Fairtrade’ to ‘Cruelty-Free (PETA)’.

What makes Provenance trustworthy?

Provenance is an independent social enterprise and certified B Corp that’s committed to transparency and protecting against greenwashing.

However, we recognise that like any other business, we’re not best placed to judge our own actions. So, to make sure we continue to act for people and planet as we grow, we’ve appointed our own Integrity Council

Discover brands with trustworthy sustainability claims.