FARMERS launching UK’s first online marketplace with full provenance
- TV presenter and farmer Adam Henson encourages all producers to join
Farmer led Happerley is launching the UK’s first online marketplace empowering consumers to purchase food and drink knowing the full provenance of their purchases. Launching this autumn, it will be free for all UK producers with nothing to hide, to set up and manage their own store and sell directly to consumers.
Producers must simply be Happerley Transparent, so empowering consumers to shop with confidence by being able to see the Happerley validated ingredient supply chain behind their purchases.
Adam is encouraging all producers to get involved: “The opportunity to create a central hub, underpinned by the Happerley assurance of provenance will hugely benefit both British food producers and consumers.”
Farmer and Happerley Director, Clifford Freeman, who himself has invested in an on farm butchery for his own and other local farmers’ meat, believes this is a real opportunity: “Producers need to collaborate to reduce costs to market and to allow consumers to pay the right price for genuine provenance.”
Happerley is also announcing all onboarding fees to the Happerley accreditation and marque will be reduced to £50.00 for businesses with a turnover of under £1 million until the end of the year.
Peter Jinman OBE, Chair of Happerley’s Advisory Board, also sees the benefits in Shop Happerley acting as a counter to increasing volumes of online food fraud. “Despite the positivity surrounding sustainability, we are witnessing a growth in misleading provenance claims. In these challenging times, it is vital the consumer has confidence in the source of their food, and any provenance premium is genuine.”
Producers are invited to contact the Happerley team on [email protected]
or call 01242 222848 to register their interest.