Launched last month, Happerley is designed to support food producers by reducing fraud surrounding local and premium produce. Under the initiative, producers generate a unique traceability code for every food batch leaving their premises.
The codes are then validated through the food chain by participating intermediaries – namely food manufacturers – and retailers.
Produce at every link in the food chain is validated through the code, accessed either online or by quick-response (QR) scan at the point of sale.
Farmers Matthew Rymer and Clifford Freeman, who set up the concept, said Happerley was about maintaining a sustainable and transparent UK farming industry, independent of retail and processor pressure. Initially, they wanted to provide the full story of the provenance behind each cut of pedigree Gloucester beef they sold.
Attracted support after BBC appearance
After appearing on BBC TV’s Countryfile, they attracted support from fellow farmers, local butchers and consumers, and were encouraged to broaden the scheme.
“Every piece of Gloucester Born Beef sold has a code on, enabling consumers to trace the life history of the animal in an instant its birth, where it was slaughtered, how far it had travelled, and so on,” Rymer said.
“Fifteen years after foot and mouth, the British farmer and consumer continues to be sold short by food processors, manufacturers and retailers working together to disguise and mislead on provenance and collectively collude in driving down farmgate prices.”
Losing money
Rymer claimed producer margins are now squeezed to the point where most sectors were losing money in the face of anonymous meat and dairy imports.
“Until there is upfront consumer-facing traceability on food packaging, on fresh meat counters and on menus to connect producers to the consumer, and empower the consumer to make considered choices, the future is as bleak as ever.
“Meanwhile, report after report underlines that the consumer wants to support a sustainable farming industry and to know the truth about the food they eat but are blindsided by mislabelling and half-truths, playing on the support there is for our farm industry, to sustain national retail and processor margins.”
Food manufacturers interested in joining the initiative or finding out more should visit happerley.com for more information.