Posted: 15/08/2019

Happerly takes traceability tech on tour as businesses sign up


A high-tech food provenance assurance scheme that launched three years ago could be on its way to becoming the leading provider of farm-to-folk traceability technology.

Three years after FFD first wrote about the launch of Happerley – the scheme which enables consumers to trace the origin of core food ingredients by scanning a QR code – the company has embarked on a tour, which runs until November, to promote the launch of its new “Gold Standard” marque.

Those that carry the marque can provide traceability all the way back to a specific animal, field or farmer.

The scheme’s profile will be further raised next March when Happerley England will open the first national centre for provenance at Lock29, Castle Quay, in Banbury, Oxfordshire – for “inspiring, educating and engaging consumers” with an auditorium and cinema.

Companies that Happerley certifies are provided a licence to apply the marque on packaging or at point of sale.

Only products that can name the exact sources of their core ingredients back to the primary products are awarded the marque.

Matthew Rymer, founder and chief executive of Happerley, said businesses with less than £1m annual turnover pay a one-off £150 plus VAT fee, plus £15 a month plus VAT to become “Happerley Transparent”.

Retailers who apply to become “Happerley Transparent” would be audited by the scheme managers tracing the farm-to-fork journey.

“For any independent that gets this gold standard they will have a marketing edge,” added Rymer.

Individual producers can provide confidence about their own provenance and get extra marketing kudos via the QR codes which lead to information that provides everything there is to know about the product, producer and ingredients.

Midcounties Co-operative, is one retailer to have made Happerley Transparency mandatory for its local range.

Happerley said hundreds of producers have signed up, including Miss Macaroon, from Birmingham, The Handmade Scotch Egg Company, and Somerset-based Fenton Farm Eggs.

Rymer has now challenged every food and drink business to allow it to validate and publish their ingredient supply chain through an audit process.

Rymer said he believed Happerley would become the industry standard. 

The Guild of Fine Food and Great Taste are considering throwing their weight behind the Happerley tour of every English county. 

This story appeared in the August issue of Fine Food Digest. You can read more on the digital edition here.

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