Farmer and TV presenter Adam Henson is championing Happerley England, the first national centre celebrating food and drink provenance, opening at Banbury, in Oxfordshire, in May.
He urges forward-thinking businesses to get involved with the venture, which will be housed within a former BHS store in a canalside location.
Mr Henson says: “ I am journeying across England seeking the finest provenance stories to showcase at Happerley England which we hope will become one of England’s premier tourist destinations. We hope for similar centres for Scotland, Wales and Northern Ireland.”
Happerley was founded by Gloucestershire farmer Matthew Rymer who wants to turn the food industry transparent by independently validating and publishing the ingredient supply chain. Producers are awarded a marque with a unique QR code making their supply chain accessible, via a free app which consumers can scan on their smart devices to trace the ingredients.
Mr Rymer said: “The consumers, especially the younger generations,
want to know where the ingredients in their food are from. Only this enables them to make any sensible judgement
on sustainability, environmental
impact or animal welfare.
“There are some amazing food and drink businesses out there but still far too many that rely on disingenuous labelling or misleading menus to gain premium. The consumer should know where their food is from.”
Adam Henson adds: “I challenge the biggest brands and businesses in every food sector to lead by example – open up your ingredient supply chain for all to see! Consumer trust is earned through truth.”
Happerley is securing change, with Midcounties Cooperative making transparency mandatory across its regional range. A global catering giant has lost a supply contract after failing to reveal its ingredient sources.