On Wednesday 27th February Midcounties Cooperative becomes the first British food retailer to make it mandatory for food and drink suppliers to prove and publish where they source their ingredients for all shoppers to see.
Happerley QR codes at point of sale across its Best of our Counties range will be unveiled at its Bourton on Water supermarket ahead of a roll out.
This marks a major milestone in supermarket transparency and also in the five year journey of Happerley, an organisation started by farmers to deliver consumer transparency through the food chain.
Phil Ponsonby, CEO of Midcounties Cooperative, explains: “Transparency is a core value of ours and we are delighted to have supported Happerley from the start and believe this project will grow and grow. We are 100% committed to it.“
Happerley founder, Matthew Rymer, believes: “Food and drink has become one of the most opaque industries where disingenuous branding, marketing and selective truths disconnect consumers from the truth they deserve. Consumers increasingly want to know the impact of their food and drink purchases and the whole industry can benefit by delivering a means to empower the consumer to know the journey of their food.
“It is our hope that Happerley will evolve to become the credible and trusted currency of truth from seed to plate."