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The Food Chain
Can you taste a place?
The Food Chain
Oct 2, 2024

Is it possible to taste a place? A listener wonders whether the French concept of ‘terroir’ can apply to food and, if so, what the science behind it is.

Ruth Alexander goes in search of the answer, exploring how growing conditions and practices can develop flavours unique to a location.

She also hears about why the value you give to certain flavours might also be cultural.

Ruth speaks to a honey expert who is mapping the flavours of the sweet syrup across the world, a barley geneticist working with a high-end whisky brand and visits a vertical farm in Liverpool, UK, to see if foods grown in a closed environment still taste just as good.

If you would like to get in touch with the show, please email: [email protected]

Presenter: Ruth Alexander

Producer: Hannah Bewley

(Image: A barley field under a setting sun. Credit: Getty Images)

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May 27, 2026
The business of food tours

Food tours are becoming one of the fastest-growing parts of the travel industry, with tourists increasingly choosing to explore cities and cultures through what they eat.

In this episode, Ruth Alexander explores the global rise of guided food experiences and the people building businesses around them.

In Manchester, food tour guide Julia Fairburn takes Ruth through some of the city’s best-known food spots, explaining how successful tours combine local history, storytelling and carefully paced eating experiences designed to leave visitors with lasting memories.

Eric Wolf, founder and executive director of the World Food Travel Association in Valencia, Spain, explains how food tourism has expanded worldwide into a multi-billion-dollar industry, as travellers increasingly seek authentic and immersive culinary experiences.

We also hear from Judith von Prockel, who began creating holidays centred around food experiences more than two decades ago, long before culinary tourism became mainstream. She reflects on how attitudes towards food travel have changed and why people are increasingly planning trips around what they want to eat.

And in Malaysia, Pauline Lee from Simply Enak describes the work involved in creating memorable food tours in a growing and increasingly competitive market, where guides must balance logistics, hospitality and cultural storytelling alongside the food itself.

From hidden local gems to global tourism trends, we explore why food tours have become big business — and what travellers are really looking for when they book them.

If you’d like to get in touch with the programme, please email: [email protected]

Producer: Izzy Greenfield Sound engineer: Andy Mills Picture: Simple Enak


26min 28sec



Can you taste a place?

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