10035742A green sustainability platform utilising AI and Machine Learning to increase the adoption of more sustainable and environmental alternativesClosedCollaborative R&DInnovate UKWHEREFROM 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.