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The Food Chain
The art of food branding
The Food Chain
Mar 13, 2025

Why do brands have such power over us? Ruth Alexander talks to the designers influencing your decisions about what and where you eat. Renowned graphic designer Paula Scher shares her insights on what it takes to create a visual identity that stands the test of time, including her work on the US fast-food restaurant Shake Shack. And Arjen Klinkenberg, the creative mind behind Dutch company Tony’s Chocolonely, tells us how he designed its distinctive chocolate bar wrapper in just 10 minutes. Together they discuss what makes a design classic a classic and reveal the secret to building a brand that endures (hint: don’t tweak). To get in touch with the show, please email: [email protected] Producers: Izzy Greenfield and Sam Clack.

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May 6, 2026
Rethinking the potato

Potatoes are having a moment.

Once dismissed as dull, stodgy or even unhealthy, they’re now back, appearing on restaurant menus, in food magazines and across social media feeds.

But the story of the potato goes back much further.

In this episode, Ruth Alexander traces the journey of one of the world’s most familiar foods. From its origins millions of years ago to its place in today’s global food system.

AJ Shehata, senior sous chef at Fallow restaurant in London explains why the potato forces chefs to get creative.

At the Natural History Museum, botanist Sandy Knapp explains how the potato may have been born from a chance encounter between two wild plants in the Andes, an event that made it possible for potatoes to grow underground and spread across new environments.

We explore how the potato became a global food. Potatoes USA president Blair Richardson explains how demand continues to grow worldwide, and how the industry is working to reshape the potato’s image.

We ask whether the potato’s reputation is deserved. Nutrition scientist Candida Rebello shares research suggesting potatoes may be far more beneficial, and more misunderstood, than many people think.

And at the International Potato Center in Peru, scientist Julian Soto works with farmers to conserve thousands of native potato varieties. In the Andes, potatoes are not just a crop, they are part of culture, identity and family life.

From ancient origins to modern revival, this is the story of how the potato conquered the world, fell out of favour, and is now being rediscovered, just as new challenges begin to emerge.

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

Producer: Izzy Greenfield Sound engineer: Hal Haines Picture: Getty


26min 29sec



The art of food branding

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