Celebrity farmer Adam Henson will be leading a challenge to eat only provenance food for seven days, as set by Gloucestershire-based food group Happerley.

The Live Happerley challenge, starting on Monday (Feb 26), is to eat and drink only produce with a known origin, back to seed or birth.

Cotswold Farm Park owner Adam will be joined by celebrity county baker Henry Herbert, of The Fabulous Baker Brothers, and MTV presenter Melissa Herbert for the challenge, designed to raise awareness of how little consumers know about where food is from.

It is also aimed at driving change for a more transparent and traceable food industry, which is the ethos of Happerley, founded by farmer Matthew Rymer to create a transparent food chain for both producer and consumer.

"By adopting Live Happerley, we hope shoppers will really stop to think, where's my food from? It's shocking to realise how truly little we know and yet food is the very essence of our lives - and our children's.

"Why has 'ultra-processed' food become so huge? It's because people don't bother to think what's in their food or where it's from. Eat less but better and you'll feel the health benefits."

The Happerley Advisory Board, which oversees the company, is made up of leading businessmen, farmer, food producers, hoteliers and agricultural lawyers.

"The challenge is to encourage people to appreciate and enjoy food like never before, valuing and knowing every ingredient's journey to your plate.

"You can take part whether you're a carnivore, vegetarian, vegan, passionate about welfare, care about food miles and sustainability, or couldn't care less but simply want to eat better. It needn't be expensive as it really is a case of less being more."

To find out more about the challenge, visit www.livehapperley.co.uk  or follow @livehapperley on Twitter, Instagram and Facebook.

Picture of Adam Henson with a cow.