Happerley is a producer led initiative to connect the producer and animal directly to meat purchases. So the consumer knows in an instant: Who reared it? How was it reared? What breed is it? Where was it slaughtered? How far has it travelled? It is being launched alongside Gloucester Born Beef in late May by Matthew Rymer and Clifford Freeman and is carrying the support of a growing group of Gloucestershire farmers and butchers who believe, for the sake of the animal and the consumer, meat production is best kept local and transparent. It is designed to reduce meat fraud, to increase premium meat consumption and return confidence to the consumer by providing instant traceability back to the actual producer and animal.