Farmer and TV presenter Adam Henson is calling on the next UK government to encourage consumers to know where their food ingredients are coming from.
Championing the initiative ‘Happerley’ set up by Gloucestershire farmer Matthew Rymer who was concerned with ‘mistruths’ given to farmers and consumers, Henson is urging all forward-thinking businesses, brands and organisations to get involved.
‘Happerley’s’ aim is to turn to the food industry transparent by independently validating and publishing food businesses’ ingredient supply chain for anyone that wants to see. Once validated the company is given a marque containing a unique QR code that can be scanned by consumers through an app available on smart devices to find the original source of their ingredients.
The movement is already working with Midcounties Cooperative making it compulsory across its regional food and drink range, leading to the exposure of brands with false or misleading stories.
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. This in turn leads to cheating the farmer, the consumer and undermining the many honest businesses. We stand for no creed but are simply delivering a much needed currency of truth, from farm to plate. The consumer should know where their food is from, irrespective of financial restraints.
Henson adds: “It is not ‘If’ but ‘When’ food and drink businesses turn transparent, and 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.”