In a move to deliver transparency across England’s food and drink industry, farmer-led food provenance champion, Happerley, announces plans to open the country’s first national centre for provenance
In a special launch event, food provenance pioneer, Happerley, unveiled plans to create a ground-breaking independent food and leisure destination as an epicentre of food transparency in England.
Based at Lock29, in 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.
Whether it's beef, cheese, coffee or bread, every core ingredient in Happerley England products will be instantly traceable back to the farms (or fishing boats) of its origin; combating the alarming £12billion (real figure estimated to be as much as £60billion) food fraud costs the UK annually.
Happerley's founder and CEO, Matthew Rymer said: "Happerley England is a focus, a celebration and a centre for the very finest food and drinks that have complete provenance. In too many cases the consumer is being misled and to my mind, it should be a basic right and expectation for the consumer to know where the food and drink they've purchased has come from.
"The reality of food production is being smoke screened, you'd be surprised how many brands do not want to identify their supply chain. Happerley England stands for delivering honesty and communicating that on behalf of everyone; it's a beacon of transparency."
The launch event was hosted by TV presenter and farmer Adam Henson, who unveiled the plans alongside a panel of stakeholders and representatives.
He said: "This was a grassroots idea from a farmer who's got incredible vision and the momentum has gained a very fast pace to get to where it is today at this magnificent launch. This is a legacy for Happerley - even if a business can't turn Happerley Transparent straight away, it stimulates conversation and that is so important. This will pull the whole of society together."
The event also saw NFU Mutual commit to a high profile long-term partnership with Happerley, while former England rugby captain and Non-executive Director of Creed Foodservice, Phil Vickery MBE DL, announced it will champion transparency in the 'Foodservice Wholesale' sector. This means it will endeavour to deliver Happerley Transparency across its supply chain wherever possible.
In addition, the Guild of Fine Foods and Great Taste Awards announced their involvement in the Happerley England Tour, which kicked off at the end of the event with the Happerley taxi being waved off by a crowd of over 100 farmers, suppliers, producers and passionate foodies, as it embarks on visiting every English county to celebrate and savour each region's finest produce to showcase at Happerley England.
For more information on Happerley, visit happerley.co.uk.
