Our Objective

We are working on behalf of the whole UK food industry and all consumers to develop and implement a means to secure provenance honesty and transparency, and empower the consumer to know the journey of their food. This will create a level playing field for all food businesses to validate, protect and promote the provenance value of their food production.
As soon as investment allows, our lawyers, Burges Salmon, will be tasked to constitute a not for profit entity for the Happerley certification marque, to which the operating company is contracted. 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.

Our 2019 Strategy

Encouraging every food and drink business to turn Happerley Transparent
 In 2018 we made our fees affordable for every food and drink business with nothing to hide to benefit from validating its provenance and enjoy a range of benefits of Happerley Transparent certification. Happerley’s purpose in not to turn a small premium element of the food and drink industry transparent, but to turn most of the food industry transparent.
Growing consumer awareness
We expect this to accelerate quickly through 2019 as we work with an increasing range of food and drink businesses
• Participation of food and drink organisations and accreditation schemes for example NCASS
• Point of sale roll out across hundreds of Midcounties Cooperative stores from February onwards
• Our Feed Me Truth schools campaign, encouraging schools and colleges to turn their supply chains transparent
• Events signing up to become Happerley Food Heavens, ensuring their caterers and / or food and drink vendors are Happerley Transparent
Securing investment
Happerley has been privately funded to date, predominantly by its founder, Matthew Rymer. Investors will now be invited in the first quarter of 2019 to accelerate strategy. Please find out more here.
Continue blockchain pilots
Apply our blockchain technology to six pilots with six suppliers to Midcounties Co-operative, passporting 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 consituent ingredient of their purchase.

Project Leads

Chair 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.

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.

Adam Henson

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
farming business.

Chris Crookall-Fallon

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.

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. 

Philip Ponsonby

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.


Sian Edmunds

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

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 Bennett

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

The Provenance Team

A dedicated team, comprising Patrick, Mike, Meg and Danni, work from purpose built farm offices in the Severn Vale, Gloucestershire. Their main role is to process and manage Happerley Transparency audits and support the promotion of Happerley clients. 
They are supported by Dominie and Hannah who are on the road working with larger clients and helping to co-ordinate our events. We also work with a range of freelance professionals. 

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, 

Opportunity to Participate & Invest in our Journey

We are working on behalf of the whole UK food industry and all consumers to develop and implement a means to secure provenance honesty and transparency, and empower the consumer to know the journey of their food by delivering a universal non partisan currency of truth. 
It is a considerable vision and opportunity that is on trend, gaining momentum, supported by many eminent individuals and brands, and as a business model is now proving its trajectory.
Opportunities are outgrowing facility, To date Happerley has been and continues to be privately funded by one farmer and businessman. 

Our first Fundraise opens 21 January 2019 and will close on or before 1 April 2019.

Equity release
Target raise
Open to
Individuals, businesses and organisations in multiplies of a minimum £100,000 pro rata. It is EIS eligible. 
Preference will be given to individuals whose personal principles are aligned to our greater objective, and whose counsel is deemed to add value to the business.
  1. To support current growth forecasts and opportunities until sustained monthly operational profit is reached, forecast by January 2020 
  2. To immediately finance the delivery of the Happerley marque into a not for profit entity to underscore the universality, credibility and trust of the Happerley marque across the food and drink industry. This is the key differentiator that will secure the long-term competitivity and profitability of the operational business. Happerley Limited will contractually service this entity in perpetuity and we expect this entity to be defined and recognised as the prime non partisan information hub, validator and point of reference  of consumer food and drink product transparency.
  3. To support food passporting trials using blockchain with Midcounties Cooperative to lead the project to phase two. 
Exit Strategy
At this stage, we desire a long term strategic investor aligned to the project principles and who might become actively involved. However, early exit opportunities are likely, if required. Due to the scope and potential of this project, a more substantial second fund raise will be considered in 2020. This may be from a VC, VCT , PE or Corporate VC investor or by launching the business onto the public markets through AIM or IPO. No further interim fundraise or share dilution is anticipated.
First Step
Please call us on 01242 222848 and ask for Matthew Rymer. Interested parties will be invited to to our Gloucestershire farm for an introduction and presentation.