CEO of Happerley
Matthew Rymer is founder of Happerley a food provenance organisation dedicated to creating a transparent food chain for both producer and consumer.
Matthew Rymer campaigns for greater transparency in the food industry, believing that empowering consumers to know the story behind all their food will benefit the whole food chain. After working as an independent marketing consultant for many food and farming businesses, he returned to the family farm and set up Happerley to enable authentic food producers to validate the integrity of their food and drink products.
Over the last three years he has travelled the UK speaking to many farmers, food and drink producers, manufacturers and retailers to seek a consensus for validating provenance. He has become aware of numerous cases of disingenuous labelling and food fraud at the expense of honest provenance.
Matt has written for many farming titles and The Guardian. He has made guest appearances on TV and radio programmes including BBC1’s Sunday Morning Live, Rip Off Britain and Countryfile and Radio 4’s Farming Today.
He argues the future success and sustainability of a diverse UK food industry of independent parts is dependent on a better-informed consumer and focusing on higher welfare standards, lower food miles, lower environmental impact and greater accountability. He sees the trend towards conscious consumption and healthy eating as an opportunity for the food industry to move away from the commoditisation of food to a culture where the drivers are quality, health benefits and provenance.
Matt believes this needs to be underpinned by greater transparency and a connection to the primary producer, where provenance begins. He believes the provenance premium needs to be validated at, and therefore reward, every level of the food chain. His goal is to evolve UK Happerley certification into a producer owned entity in 2018 and turn the UK food industry into a byword for transparency, quality and truth.