Food Rebels

For decades, wild Scottish venison has been one of Britain's most overlooked foods, with much of it exported overseas while UK shoppers continue to reach for beef and chicken.
In this episode of Food Rebels, AJ Sharp meets Ruaridh and Kirsty Waugh, the founders of Noble & Wild, who are on a mission to change that.
They explain why wild venison is one of the country's most sustainable and nutritious proteins, why controlling Scotland's deer population is essential for restoring forests and biodiversity, and why this naturally lean meat deserves a place on our dinner tables, not just for special occasions, but every week.
Along the way, they bust some of the biggest myths surrounding venison, share simple ways to cook it, discuss why Britain exports so much of this incredible produce, and reveal their plans to make venison more accessible for everyone.
If you've ever wondered whether there's a better alternative to beef, or why one of Britain's finest foods remains a hidden secret, this episode is for you.

What do chemotherapy needles, Michelin-starred restaurants and a bottle of Bordeaux have in common?
More than you'd think.
This week AJ Sharp meets Greg Lambrecht, the inventor of Coravin—the revolutionary device that's transformed the way the world drinks wine. Used in restaurants across the globe, Coravin allows you to pour a glass of wine without ever pulling the cork, meaning rare and expensive bottles can be enjoyed one glass at a time.
But Greg isn't from the wine trade at all. He's a physicist, medical inventor and entrepreneur who accidentally changed the hospitality industry while trying to solve his own problem: wanting just one great glass of wine without wasting the rest of the bottle.
Whether you're a wine enthusiast or simply love hearing how brilliant ideas are born, this is a conversation about curiosity, invention and making life's little pleasures even better.

In this episode of Food Rebels, AJ Sharp meets the founder of Mei Mei, the fast-growing Singaporean food brand that's on a mission to transform the UK's world foods aisle with authentic flavours, modern branding and genuinely useful products.
Elizabeth shares the remarkable story behind Mei Mei, from opening a tiny Borough Market restaurant just months before the pandemic to turning homemade sauces into one of the UK's most exciting challenger food brands.
Along the way, AJ tastes the full Mei Mei range live on air, discovering why layering flavour is the secret to great cooking, why Singapore is one of the world's greatest food destinations, and why Elizabeth believes today's consumers want more than just another supermarket sauce.

Rum has come a long way from its pirate reputation.
In this episode of Food Rebels, AJ Sharp is joined by drinks experts Maria Easley and Clare Pope to explore the exciting world of modern rum. From Caribbean classics and tropical spiced rums to innovative producers in Scotland and Paraguay, they discover how today's rum makers are pushing the category in bold new directions.
Along the way, they taste standout spirits including Mermaid Spiced Rum, Takamaka Dark Spiced Rum, Black Tot Finest Caribbean Rum, Isle of Barra's Black Forest Dark Rum and El Supremo 8-Year-Old Rum, discussing everything from ageing and flavour development to the stories behind each bottle.
The tasting also proves just how far alcohol-free spirits have come, with CleanCo's Clean R and Clean T delivering impressive flavour and complexity.
And just when everyone thought the tasting was over, two premium British sambucas from Cimbroni 33 completely changed the panel's perception of a spirit many had left behind after their university days.
If you love discovering exceptional drinks, hearing the stories behind innovative brands, or simply want to know which bottles deserve a place on your shelf, this is an episode not to miss.

From Japanese gin and award-winning potato vodka to alcohol-free alternatives and smooth English-inspired whisky, this episode of Food Rebels is a flavour-packed journey through some of the most exciting spirits on the market today.
Host AJ Sharp is joined by cocktail expert Maria Eastley and drinks writer and specialist Clare Pope for a lively tasting of nine standout bottles. Along the way they explore why premium spirits are booming, how Japan has become one of the world's most exciting drinks producers, whether flavoured gin is still in fashion, and why more people are choosing to drink less; but drink better.
On the tasting table are Ukiyo Tokyo Dry Gin, Ukiyo Nashi Pear Gin, Cygnet 22 Gin, Clean G alcohol-free spirit, Ramsbury Raspberry & Wildflower Honey Gin, Chopin Potato Vodka, Suntory Toki Japanese Whisky, Wolfie's Blended Scotch Whisky and Ramsbury Hot Honey Vodka.
Expect plenty of tasting notes, cocktail inspiration, spirited debate over everyone's favourites, and a few fascinating discoveries, including why vodka can be made from potatoes, what yuzu actually tastes like, and why Japanese whisky is traditionally served as a Highball.
Whether you're looking for your next favourite bottle or simply love discovering the stories behind great drinks, this episode is packed with expert insight, honest opinions and plenty of laughs.

What makes us come back to the same food or drink time and time again? According to consumer psychologist Chris Lukehurst, it isn't taste—it's emotion.
In this fascinating episode of Food Rebels, AJ Sharp sits down with Chris, founder of The Marketing Clinic and author of The Shape of Taste, to explore the hidden psychological forces behind our food choices. Drawing on more than two decades of experience working with global brands including Nestlé, PepsiCo and Mars, Chris explains why our earliest food memories shape our preferences for life and how brands can map the emotional journey of eating.
From childhood nostalgia and party foods to protein snacks, wine, coffee and even pain relief gels, Chris reveals how emotions influence purchasing decisions far more than we realise. The conversation explores how food manufacturers can create products that genuinely resonate with consumers, why "taste is king" may be outdated thinking, and how the industry is increasingly using psychology to develop healthier, cleaner-label products.

This week on Food Rebels, AJ Sharp is joined by chef, content creator and food waste campaigner Martyn Odell, better known to millions online as The Lagom Chef.
Martyn shares how a childhood passion for cooking led him into professional kitchens before eventually building one of the UK's most influential food platforms. Together, AJ and Martyn explore the reality of food waste in British homes, why so many people feel overwhelmed in the kitchen, and how simple changes can save families money while reducing waste.
They also discuss Martyn's new book, Eat the Food You Buy, packed with practical tips, ingredient mind maps and confidence-building recipes designed to help people make the most of what they already have at home.
From Jamie Oliver's influence on a generation of cooks to the pressures of social media perfection, this is a refreshing conversation about bringing joy, creativity and common sense back into everyday cooking.

What happens when ancient remedies meet modern branding?
In this episode of Food Rebels, AJ Sharp sits down with Andrew Salter, co-founder and CMO of DIRTEA, to explore the rapid rise of functional mushrooms, wellness rituals and the growing consumer desire to take control of health.
Andrew shares how burnout, exhaustion and years of entrepreneurial hustle led him and his brother to discover functional mushrooms, before building one of the UK's fastest-growing wellness brands. The conversation explores why consumers are moving away from quick fixes, how wellness has become part of modern identity, and the role brands play in building trust in an increasingly skeptical world.
They discuss Lion's Mane, Reishi, matcha, creatine and collagen, but also go much deeper into community building, consumer psychology, founder-led brands and the wider cultural shift towards preventative health, sobriety, ritual and personal agency.
Along the way, Andrew reveals the unconventional marketing strategies that helped DIRTEA grow from a niche wellness product into a cultural movement, from Selfridges pop-ups and wellness raves to building a devoted community of customers who help shape the brand's future.