Why provenance matters now more than ever

This article explains the importance of brand honesty as online resources make it easier for people to uncover and share information about the origins of products.

Why provenance matters now more than ever

Guy NorwellExperian Consumer Services

Brands can have no secrets from consumers as uncovering the origins of products is increasingly easy.

The revelation earlier this year that Pizza Express serves Halal chicken in every chicken dish without stating it on the menu was another dent in consumer confidence in brands following the horse meat scandal of last year.

We are now in a situation where consumers are increasingly concerned about what brands are concealing from them and this is fuelling a desire to find out what is going on behind the curtain. Consumers...

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