Grove Collaborative Partners with Novi for Enhanced Claim Verification and Transparency

Grove Collaborative has partnered with Novi to bring additional third-party claim validation to its e-commerce experience. The partnership aims to expand Grove's leadership on ingredient guidance and ensure that all products meet its high standards. Novi's platform will be deployed across Grove's entire assortment, enabling claim validation for terms like "Made in USA" and "cruelty-free." This move aims to protect customers, partners, and brand reputation through increased transparency.

Grove Collaborative (NYSE: GROV), a leading online destination for everyday essentials focused on health and sustainability, has announced a strategic partnership with Novi, an infrastructure layer for verified product claims. The collaboration aims to elevate Grove's commitment to ingredient guidance and product transparency across its extensive product range.

The partnership will see Novi's platform deployed across Grove's entire own-brand and third-party assortment, encompassing categories such as household cleaning, personal care, health and wellness, laundry, beauty, kitchen, pantry, kids, baby, and pet care products. This deployment will enable comprehensive claim validation for various terms, including "Made in USA," "plastic-free," "cruelty-free," and "third-party tested," ensuring all products meet Grove's stringent standards.

Grove's mission to provide consumers with trusted and effective products aligns with Novi's goal of standardizing third-party verification, thereby enhancing consumer confidence and satisfaction. The integration of machine-readable claims from a trusted third party will streamline Grove's curation process, allowing the company to maintain its high standards across all categories.

Jenn Pann, VP of Merchandising & E-Commerce at Grove Collaborative, emphasized the importance of this partnership, stating, "Our mission is to solve the daily dilemma of conscientious consumers: how to make the best choices for their families and the planet. By partnering with Novi, we can bake values directly into our customer experience, making it easier for customers to find products that meet their high standards."

Ryan Zimmerman, Director of Communications & Partnerships at Grove Collaborative, added, "The new industry standard is to work with a credentialed third party that can monitor claims and track research. This partnership with Novi ensures that we have a reliable partner to audit all claims, allowing us to speak with authority in our communications with customers."

Kimberly Shenk, Co-founder and CEO of Novi, highlighted the significance of the partnership, noting, "This collaboration signals a pivotal moment where retailers are recognizing that trust has become the most powerful currency. By prioritizing comprehensive, third-party verification, Grove is not only meeting escalating consumer demand but also setting a new industry standard for how transparency fuels business performance."

The partnership comes at a critical juncture as leading retailers are rethinking their product data strategies to align with the growing demand for transparency and sustainability. As consumers increasingly rely on AI to filter and recommend trusted products, the underlying data infrastructure becomes a critical component of the retail experience. Grove Collaborative's move to standardize on third-party verification positions it at the forefront of this shift, catering to both today's conscious shoppers and tomorrow's intelligent consumers.

References:
1. [https://www.prnewswire.com/news-releases/grove-collaborative-taps-novi-to-power-verified-product-claims-across-its-full-marketplace-302525554.html](https://www.prnewswire.com/news-releases/grove-collaborative-taps-novi-to-power-verified-product-claims-across-its-full-marketplace-302525554.html)
2. [https://www.nasdaq.com/press-release/grove-collaborative-taps-novi-power-verified-product-claims-across-its-full](https://www.nasdaq.com/press-release/grove-collaborative-taps-novi-power-verified-product-claims-across-its-full)