Why does blockchain matter? Blockchain technology provides traceability, which helps to ensure ingredient quality and responsible sourcing. Aveda plans to use the transparency gained from this technology to help drive environmental and social improvements. For example, now that there is transparency within the supply chain, Aveda is working with its suppliers to achieve organic certification and 3rd party verification of fair wages for the people growing and harvesting the ingredients. Aveda wants to help create a positive impact on the sourcing communities and on the environment.

Turkey produces approximately 90 types of pomegranate fruits grown primarily in the Aegean and Mediterranean regions. Pomegranate is grown by farmers who sell the fruit, juice, and seeds. Now Aveda can track the pomegranate from farmers used in its products.