Happerley is the brainchild of farmer Matthew Rymer, who has consulted across the food industry and worked over the last three years to create, what he calls, a means and a will to turn the food and drink industry transparent, empowering consumers to make choices based on a currency of ‘fact, not fiction.’ He has attracted an eminent advisory board chaired by Peter Jinman OBE, a former Non-Executive Director of Red Tractor.
Hundreds of producers have signed up to Happerley and the project was brought to life with the support of Midcounties Cooperative, who made Happerley Transparency mandatory for its local range. Since then, the QR code, instantly revealing a validated ingredient supply chain, is appearing on more and more food and drink brands and restaurants with nothing to hide. Talks with national retailers and food manufacturers are now underway.
Happerley has now announced its plans to open the country’s first national centre for provenance.
Situated at Lock29, at Banbury’s Castle Quay, Oxfordshire, Happerley England will give farmers, suppliers and producers a platform to champion their ‘Gold Standard’ produce, a marque accorded only to food and drink producers able to name the exact sources of their core ingredients back to the primary producers. Every core ingredient must be instantly traceable back to farms (or fishing boats), from the coffee to the cheese to the bread to the jam to the beer.
The centre will officially open on 1st March 2020. Described as the ‘Eden Project’ of the food and drink industry, it will provide a platform for inspiring, educating and engaging consumers, with an auditorium and cinema, connecting them with the journey of all their food and drink.
Foodmanagement.today reported that, also, NFU Mutual, who recently published a report estimating there to be £12 billion of annual food fraud, is committing to a high profile long-term partnership with Happerley.