Celebrity farmer Adam Henson will only eat food in which he knows the origin of as part of a campaign to get the public to understand food transparency.
The Countryfile presenter will survive for seven days only consuming food and drink where he knows where it is from.
It is part of a campaign by Happerley, which validates food provenance to benefit producers and consumers. It certifies, publish and passport food chains to achieve transparency.
The drive is a wish to ensure shoppers know the journey of their food.
The campaign will start from 26 February to 4 March.
On a website statement, it says: "To live Happerley means only eating food or drinking liquids in which you know their origins.
"It encourages you to appreciate and enjoy food like never before, valuing and knowing every ingredient’s journey to your plate.
"It invites you to eat and drink less but hopefully better, enabling you the freedom to consume with a conscience."
Shoppers across the UK are being urged to try for themselves and feedback on their experiences on Twitter, Instagram and Facebook.
