- To deliver an independent means to secure provenance honesty and transparency across food and drink
- To empower the consumer to know the journey of their food at all points of sale
- To create a level playing field for all food and drink businesses to validate, protect and promote the provenance value of their product
- To improve consumer awareness and understanding of all food and drink accreditations, certifications and schemes
- To provide a consumer recognition for food and drink brands that have turned their ingredient supply chains transparent ('nothing to hide')
- To provide consumer guidance, awareness and education on the impact of food and drink purchases
Our journey's goal is to apply blockchain technology to passport the whole journey of every food output, from farm to plate. This will empower the consumer, in a click, to know the validated journey of every constituent ingredient of their purchase.
Our 2020 Strategy
Consumers are increasingly demanding transparency across the food and drink industry in pursuit of the knowledge regarding their purchases' impact through the entire supply chain. Happerley is well placed and positioned to deliver exactly this.
Sector Provenance Champions
We will continue to reward businesses and brands who take a sector lead in delivering transparency by securing their first lead advantage and recognition as trailblazers. In 2019 we were delighted that Creed took the lead in foodservice wholesale.
Our Feed Me Truth
schools campaign, encouraging schools and colleges to turn their supply chains transparent will resume in February with a programme of activity supported by Co - operative Childcare.
We continue to invite all food and drink organisations
who help the consumer understand the journey of their food and drink, the opportunity to network into our information hub for free. Through our unique QR code, we want the consumer to be able to discover what every accreditation and certification attached to every entity in the supply chain actually means.
Food and Drink Events and Marques
We will be working with more events and festivals to validate the provenance claims of their caterers and / or food and drink vendors, and supporting the credibility of third party schemes and brands wishing to apply their own criteria to our supply chain information.
We are in discussions with several major retailers regarding a national roll out of Happerley Transparency across own label and we will make the approrpriate announcement according to how these progress.
We offer a range of additional client benefits to becoming Happerley Transparent, which are continually growing.
We are looking forward to the opening of our very first National Centre of Food & Drink Provenance, Happerley England at Lock29 in Banbury in 2020! We will continue discussions for a Happerley Wales, a Happerley Scotland and a Happerley Ireland - leading to four national centres.
Enshrining our Independence
We are now working to have constituted a not for profit entity for the Happerley certification marque, to which the operating company is contracted before June 2020. This will ensure Happerley perpetually provides a credible currency of provenance truth for the benefit of all. The Happerley Advisory Board will help oversee this transition.
We will be leading the development of the world’s first sustainability guidance for food and drink purchases. The project will take into account the whole ingredient lifecycle and be designed to empower consumers to make educated choices at point of sale.
We will be actively educating and encouraging consumers to identify misleading or false provenance claims, and reporting them to us by using our Provenance Reporter feature on the Happerley app.
Ongoing Software Development
We will continue to upgrade the apps, and work towards a V2 Happerley platform to enhance the compliance processes. We are also working to deliver integrations with stock management systems.
Non Executive Director & Chair of Advisory Board Peter Jinman OBE
Peter Jinman is chair of the Happerley Advisory Board. Peter recently completed a term as non-executive director of Assured Food Standards (Red Tractor) and is Chairman of Defra’s Farm Animal Welfare Committee. He is a past President of the Royal College of Veterinary Surgeons and the British Veterinary Association. He was Chair of The Farmers Club in 2018.
Founder and CEO Matthew Rymer
Owner of a software development business and former food marketing agency, Matt comes from
a long lineage of livestock farmers. On returning to the family farm in 2013, he co-founded Happerley in 2014 with fellow farmer Clifford Freeman after realising the need to vaildate food provenance for both the producer and consumer.
Non Executive Director Clifford Freeman
Clifford grew his primary chicken processing business in Gloucestershire to saleto Cargill Foods in 2008. He has since turned around St Mary's Hall Hotel in the Isles of Scilly from a loss making business to one of the Island's top rated hotels. Clifford is committed to ensuring the future of Pedigree Gloucester Cattle. The herd was established by Clifford's father, Eric, in 1971 with two cows bought at Tetbury market.
Happerley Advisory Board
This Board will help develop and refine the certification terms and conditions and procedures in the UK and enshrine the sustainable and assured neutrality of Happerley for the benefit of the whole food supply chain.
Cotswold farmer, Adam Henson, is a well-known TV presenter, farmer and owner of the successful
Cotswold Farm Park which highlights rare breeds and encourages children to learn about farm
In addition to The Cotswold Farm Park, Adam runs a 650-hectare farm on which and his business
partner Duncan operate a range of commercial farming activities, in addition to a growing contract
Chris Crookall-Fallon s a community and co-operative business specialist. He is
committed to helping private and public-sector businesses and community / social enterprises exploit
sustainability and renewables opportunities, manage the transition to a low carbon world, and create
strategic competitive advantage alongside operational efficiency.
Philip Ponsonby is CEO of the Midcounties Co-operative, the largest group of independent co-ops in
the UK. Phil also sits on the Co-operative’s Federal Retail and Trading Services board, responsible
for the purchasing of food for over 4000 Co-operative stores across the UK.
Leading food, farming and agriculture lawyer Sian is a partner in Bristol law firm Burges Salmon LLP.
She heads their food and drink team and is an experienced member of the firm's food and farming,
land and estates and contentious trust teams.
Tim Bennett is former Chair of the Food Standards Agency and past President of the NFU. He has a
wealth of experience at the highest levels in the farming and food industry which in addition to leading
the FSA and NFU, has seen him as a previous winner of the Dairy UK Dairy Industry award and chair
of DairyCo. He is currently Chair of the Farmer’s Club.
William is a co-founder of Dairy Partners, a business that has grown to become Europe’s largest
independent mozzarella cheese supplier, manufacturing and processing a range of cheeses created
from milk exclusively supplied by over 150 dairy farms to their own dairy in West Wales. The company
is featured in the Sunday Times HSBC International Track 200 league table with one of the fastest-
growing international sales in the UK.
Sarah Dunning OBE
Sarah is the second generation of the Westmorland Family, a family business best known for its motorway
service areas, Tebay Services on the M6 in Cumbria and Gloucester Services on the M5 in Gloucestershire.
Sarah was awarded an OBE in 2015 for services to the food, drink and hospitality sectors.
Happerley Management Team
We have made considerable investment to expand the team. Taking on a number of experienced field based representatives, and also taking on additional office based team members to deliver on Happerley England.
LJ Roberts – Managing Director
L-J is passionate about provenance and driven to push the Happerley movement forward. With over 15 years’ experience in the media and marketing industries, from working as a national journalist, to working on large PR and marketing campaigns with big brands, and owning her own food and drink marketing agency, she has joined Happerley on a mission to work with producers, suppliers and the media to turn the food and drink industry transparent.
Sarah Rhodes – Business Manager
Sarah comes with a wealth of project management experience from working in the events industry over the last 8 years, from London 2012 to Commonwealth Games on the Gold Coast in 2019. She has had a varied working background having been brought up on a dairy farm and also being a qualified riding instructor, living in the depths of Dartmoor and the Cotswolds, she moved into the advertising and PR industry when she married her husband and had to get a real job. Sarah loves cooking and brings with her a passion for food and it’s provenance.
Claire Thayers – Happerley Ambassador and CSR Specialist
20+ years working within Corporate & Social Responsibility for various companies across the Southwest and Midlands. She champions the Assn of Gloucestershire Business Groups, Sits on various LEP subgroups and works closely with the RAU with their Lets Grow project to highlight the importance of the food & drink sector. Also chairs a bi-monthly networking group to facilitate the coming together of businesses.
Jacqueline Gibson – Sustainability Advisor
Sustainability Advisor to Blenheim Palace and a member of Sustainable Food Cities network. Jacqueline has developed sustainable procurement procedures for the hospitality sector. She brings her hands-on experience of sustainable family farming to the network in her part-time role.
William Ugle – Senior Account Manager
William joins our Happerley family off the back of a successful 11 years as Hobbs House Bakery’s Ambassador. He is an experienced strategic account manager within the FMCG sector identifying risks and opportunities. William has forged lasting relationships - acquiring and nurturing business with big name national brands and smaller independents alike. And, with a background of direct customer sales and working closely with food producers, he brings a wholesome affiliation for The Grower, The Maker and The Eater. He warmly welcomes new business and looks forward to discussing how greater transparency can benefit us all.
Brad Thurston – Senior Account Manager
Brad joins our Happerley family following a varied career. With a background in corporate sales management & project management as well as running his own media and web agency, Brad, with his wide skill set, ensures that every project is managed efficiently with results. With a degree in Criminal Psychology as well, he has a passion for food, health & sport which naturally links to understanding the transparency of food & the associated health benefits.
Emma Read – Projects Manager
A passion for food, and for the success of food businesses who succeed through demonstrably strong CSR credentials. With 25 years senior Commercial and Marketing expertise across the food industry - in Retail, Foodservice, Manufacturing, Insight, and Consultancy she has, and continues to, initiate creative solutions to help food companies - SME’s, plc’s and community enterprises, find new and profitable strategies and tactics to gain and develop business in both the retail and foodservice sectors. She combines this with being a Senior Lecturer at Oxford Brookes University where her specialisms in Marketing. Hospitality, Tourism and Events help keep her insights grounded in the latest thinking.
Megan Waters – Provenance Process Manager
Megan oversees and manages all audit processing and customer care for Happerley. Liaising with food and drink suppliers ensuring they are getting the most out of Happerley, Megan is very much the engine which keeps Happerley running from day to day, auditing and awarding the well-deserved Happerley Transparent status to suppliers upon completion.
Ruth Erwin – Happerley Chef
Ruth has worked in the Early Years sector for many years having an active role in educating children on the importance of learning to cook with food as a lifelong skill. She is passionate about local, traceable food and experimenting with recipes using seasonal produce. She has used these skills to demonstrate to people from all backgrounds that it is possible to produce healthy meals that are budget friendly for the whole family.
The Software Team
Happerley is a progressive project supported by a policy of continual software development. This is facilitated by The Software Farm, owned by the Founder and contracted to Happerley. The team has grown since 2004 into a cutting edge team working at the cusp of online software technology. They are based in a villa in Iasi, Romania, and play a vital part in the development of the Happerley Network and Happerley Systems with heavy involvement in the design and build of the much anticipated Happerley V2 system.