WHEREFROM LTD (Wherefrom) is a UK software SME with a core project team of Adam Williams (project/commercial/sustainability/inclusion/diversity lead) and David Cook (technical/UX/UI lead). Wherefrom is solving a significant unmet need with its AI/ML-powered sustainable product recommendation engine designed to help retailers sell more sustainable and ethical products. Based on their buying preferences, consumers will receive suggestions for alternatives, driving the purchase of sustainable products. Consumers want to purchase these products and are willing to pay more. This platform will ensure that they can be identified more quickly, making choosing sustainability easier and purchasing more likely.

Wherefrom is a UK-based SME that provides sustainable technology solutions to companies with a strong sustainability focus. These solutions will provide two-way communications between farmers/producers and their consumers to provide actionable insights and supply-chain management solutions. The platform will give more visibility and customer-base access to businesses who invest more time, energy and resources on creating greener, more ethical products, in line with Wherefrom's overall philosophy of prioritising sustainability. It will also connect consumers with local producers to guard against any supply-chain shortages during these increasingly uncertain times while helping them to find the best companies to match their personal interests/needs.