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The Food Chain
Can you learn to love the foods you hate?
The Food Chain
Feb 5, 2026

Most of us have foods we refuse to eat - think coriander, or maybe olives. But where do those strong dislikes come from, and is it possible to change them?

In this episode of The Food Chain, Ruth Alexander sets out to find out whether you really can learn to love the foods you hate. From first encounters that go wrong to memories that linger, she explores why food preferences can feel so fixed, and whether anything might help shift them.

Ruth speaks to neuroscientist Dr Dana Small, professor and Canada Excellence Research Chair at McGill University, about what’s happening in the brain and body when we eat, and how unconscious reward signals shape what we come to like or avoid.

She also hears from psychologist Dr Rachel Herz, an expert on the science of smell and author of Why We Eat What We Eat, about the powerful role odour, memory and emotion play in food dislike, often before we’re even aware of it.

And registered dietitian Clare Thornton-Wood shares practical, low-pressure techniques used with both children and adults to build tolerance - and sometimes even enjoyment - for foods they can’t stand.

Producer: Izzy Greenfield Sound engineer: Annie Gardiner Picture: A woman holding a fork with a piece of broccoli in front of her, looking unsure (credit: Getty)

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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 learn to love the foods you hate?

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