{
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    "name": "Provenance",
    "website": "https://provenance.org/",
    "record": "https://startuphistory.org/c/provenance.org"
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    "headline": "FMA - Future Media Architects",
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  "last_checked": "2026-11-06T20:18:05.753Z",
  "live_status": null,
  "messaging": [
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        {
          "headline": "FMA - Future Media Architects",
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      "variants": [
        {
          "headline": "Turn positive social and environmental impact into brand value",
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      "headline": "Turn positive social and environmental impact into brand value",
      "subhead": "Provenance is a software solution for sustainability communications and supply chain transparency.",
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      "to": "2022-01-07T19:25:55.000Z",
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    },
    {
      "quote_observed_at": "2023-07-14T14:29:25.000Z",
      "variants": [
        {
          "headline": "Create positive change for people and planet",
          "subhead": "Provenance is the global leader in sustainability communications technology for consumer goods brands. Accelerate growth with trusted sustainability claims.",
          "observed_at": "2023-07-14T14:29:25.000Z",
          "evidence": "https://web.archive.org/web/20230714142925/https://www.provenance.org/",
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      ],
      "headline": "Create positive change for people and planet",
      "subhead": "Provenance is the global leader in sustainability communications technology for consumer goods brands. Accelerate growth with trusted sustainability claims.",
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      "to": "2023-07-14T14:29:25.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230714142925/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "seen": {
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      },
      "current": false
    },
    {
      "quote_observed_at": "2025-01-01T04:55:15.000Z",
      "variants": [
        {
          "headline": "Harness green claims with confidence",
          "subhead": "Provenance is the global leader in sustainability communications technology for consumer goods brands. Accelerate growth with trusted sustainability claims.",
          "observed_at": "2025-01-01T04:55:15.000Z",
          "evidence": "https://web.archive.org/web/20250101045515/https://www.provenance.org/",
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      ],
      "headline": "Harness green claims with confidence",
      "subhead": "Provenance is the global leader in sustainability communications technology for consumer goods brands. Accelerate growth with trusted sustainability claims.",
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      "to": "2025-01-01T04:55:15.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20250101045515/https://www.provenance.org/",
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      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T20:18:05.753Z",
      "variants": [
        {
          "headline": "The proof behind product claims",
          "subhead": "Provenance is the platform for product transparency and sustainability claims verification — discover brands and products with proven impact.",
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          "evidence": "https://web.archive.org/web/20260716012736/https://www.provenance.org/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "The proof behind product claims",
          "subhead": "Provenance is the platform for product transparency and sustainability claims verification — discover brands and products with proven impact.",
          "observed_at": "2026-11-06T20:18:05.753Z",
          "evidence": "https://www.provenance.org/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "The proof behind product claims",
      "subhead": "Provenance is the platform for product transparency and sustainability claims verification — discover brands and products with proven impact.",
      "from": "2026-07-16T01:27:36.000Z",
      "to": "2026-11-06T20:18:05.753Z",
      "captures": 2,
      "evidence": "https://www.provenance.org/",
      "evidence_kind": "live_capture",
      "seen": {
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          "to": "2026-11-06T20:18:05.753Z"
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      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2015-02-24T21:34:01.000Z",
        "to": "2016-07-02T18:01:14.000Z"
      },
      "evidence": "https://web.archive.org/web/20160702180114/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 2,
      "id": "page-ab438e6fcbd9805c5f0517586ba28b897c592b5bd73b0d1eb227a143288220a8:6e903eff4506ff2c6c232a408e297d01347037d511ce49e77555a222c787a679:hiring:20dd4c09cc4ab0aa",
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      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2016-07-02T18:01:14.000Z",
        "to": "2018-01-03T03:05:40.000Z"
      },
      "evidence": "https://web.archive.org/web/20180103030540/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
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      "before_evidence_kind": "internet_archive",
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      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
        "from": "2018-01-03T03:05:40.000Z",
        "to": "2019-07-06T23:06:07.000Z"
      },
      "evidence": "https://web.archive.org/web/20190706230607/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
    },
    {
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      "kind": "logos",
      "label": "New logos",
      "summary": "Added logos to its homepage: Unilever, Grass Roots, Caravela, Sainsburys, Anuka, Teapigs, Fuchsia, Rebel Kitchen and 3 more.",
      "between": {
        "from": "2018-01-03T03:05:40.000Z",
        "to": "2019-07-06T23:06:07.000Z"
      },
      "evidence": "https://web.archive.org/web/20190706230607/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
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      "topic": null
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    {
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      "before_evidence_kind": "internet_archive",
      "kind": "logos",
      "label": "New logos",
      "summary": "Added logos to its homepage: Grass Roots Farmers Cooperative, Caravela Coffee and The Co-op.",
      "between": {
        "from": "2019-07-06T23:06:07.000Z",
        "to": "2020-07-23T03:31:48.000Z"
      },
      "evidence": "https://web.archive.org/web/20200723033148/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
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    },
    {
      "n": 6,
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      "before_evidence": "https://web.archive.org/web/20220107192555/https://www.provenance.org/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Turn positive social and environmental impact into brand value” to “Create positive change for people and planet”.",
      "between": {
        "from": "2022-01-07T19:25:55.000Z",
        "to": "2023-07-14T14:29:25.000Z"
      },
      "evidence": "https://web.archive.org/web/20230714142925/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 7,
      "id": "page-08ed4cdef67275fc38b63da899c60b59214928ffb67a244622da1d904174619c:97ec9b62172c28e95924ed462fa3f85fdeba3795408118ae18a07d02de04fdfd:headline:72e41ce55220cd9f",
      "before_evidence": "https://web.archive.org/web/20230714142925/https://www.provenance.org/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Create positive change for people and planet” to “Harness green claims with confidence”.",
      "between": {
        "from": "2023-07-14T14:29:25.000Z",
        "to": "2025-01-01T04:55:15.000Z"
      },
      "evidence": "https://web.archive.org/web/20250101045515/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 8,
      "id": "page-97ec9b62172c28e95924ed462fa3f85fdeba3795408118ae18a07d02de04fdfd:f10d8029e98f728e0369caed30a397b04cb97f3ef1c1a3601ba193528cca5e3c:headline:ae8823b04a5c6b5b",
      "before_evidence": "https://web.archive.org/web/20250101045515/https://www.provenance.org/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Harness green claims with confidence” to “The proof behind product claims”.",
      "between": {
        "from": "2025-01-01T04:55:15.000Z",
        "to": "2026-07-16T01:27:36.000Z"
      },
      "evidence": "https://web.archive.org/web/20260716012736/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 9,
      "id": "page-97ec9b62172c28e95924ed462fa3f85fdeba3795408118ae18a07d02de04fdfd:f10d8029e98f728e0369caed30a397b04cb97f3ef1c1a3601ba193528cca5e3c:pricing:d70781f7ab6fe2b9",
      "before_evidence": "https://web.archive.org/web/20250101045515/https://www.provenance.org/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Removed its pricing page link.",
      "between": {
        "from": "2025-01-01T04:55:15.000Z",
        "to": "2026-07-16T01:27:36.000Z"
      },
      "evidence": "https://web.archive.org/web/20260716012736/https://www.provenance.org/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 10,
      "id": "page-f10d8029e98f728e0369caed30a397b04cb97f3ef1c1a3601ba193528cca5e3c:3862afe42951bffbcf70b4586be0a933b76e764305bc462252e5f9e0079ccd92:traction:6b4a404b24a5ed3f",
      "before_evidence": "https://web.archive.org/web/20260716012736/https://www.provenance.org/",
      "before_evidence_kind": "internet_archive",
      "kind": "traction",
      "label": "Traction",
      "summary": "Now claims “2,300+ Brands” on its homepage (was “1,600+ brands”).",
      "between": {
        "from": "2026-07-16T01:27:36.000Z",
        "to": "2026-11-06T20:18:05.753Z"
      },
      "evidence": "https://www.provenance.org/",
      "evidence_kind": "live_capture",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/grew-traction-claims"
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Provenance” company record, https://startuphistory.org/c/provenance.org"
}