"For some people, it’s about whether the factory workers are being treated ethically. For others, it’s about the impact upon the environment. For a great deal more of us, it’s about checking whether you’re about to feed your child a Turkey Twizzler made out of freshly-slaughtered Romanian horse. Either way: in the age of globalisation, knowing where your product has been made or grown, and its route to market, has taken on a new importance.
Embracing this shift in consumer priorities is Provenance (www.provenance.it) - a new type of search engine attempting to chronicle just that. From chocolate bars to jackets to shoes to chef’s knives, Provenance tells you where a product is made, who the manufacturer is and what the product is made from.
But while Provenance includes vivid personal stories from farmers, workers, craftspeople and so on, there’s no attempt to catch out corporations with their hands in the sweatshop, Roger Cook style. Instead, the site works in collaboration with everyone from small-batch producers to large multinationals in the hope that, by simply taking the mystery out of supply chains and worldwide commerce, the site will help shoppers make better choices. As well as gently forcing companies to improve their environmental and social impact.”
Provenance is featured in the Telegraph’s: 'The year ahead: ten amazing science and technology innovations coming up in 2014'.