Josie Gibson and Paul Ainsworth tour the West Country in a new ITV series—digging into Cheddar Gorge, learning oyster shucking, and getting hands-on with Somerset cider.
A new ITV series is set to pull viewers toward the flavours of the West Country, with Josie Gibson and celebrity chef Paul Ainsworth travelling from coast to countryside.
The show. Josie’s Taste of the Westcountry. follows the Bristol-born presenter as she joins Ainsworth on a five-episode journey through local restaurants. artisan producers. and smaller food-makers across the region.. The aim is simple but timely: to bring West Country food culture to a wider audience. from Gloucestershire down to Cornwall.. It’s also an approach that fits today’s appetite for “place-based” storytelling—where taste isn’t just what’s on a plate. but where it comes from and who keeps it going.
For Josie, the trip isn’t polished brand work—it’s hands-on learning.. In episode two, she goes deep underground, visiting the historic caverns of Cheddar Gorge in Somerset.. Later. she hops aboard a traditional train along the Somerset coastline. then rolls up her sleeves for practical lessons in oyster shucking and cider-making.. Those moments matter because they translate a regional industry that can feel hidden behind labels into something more tangible and human.
From Cheddar Gorge to cider farms: why the show feels different
What makes the series stand out is the pace of discovery.. Rather than centring only famous restaurants or well-trodden tasting menus. the episodes are built around the craft behind the food: the landscapes. the working producers. and the everyday skills that make local produce memorable.. Josie’s cider-making segment. for example. isn’t just a “try it and smile” stop—it connects a drink many people recognise with the process that actually creates it.
That kind of framing is increasingly popular with audiences.. People are drawn to stories that blend lifestyle. learning. and regional pride. especially when they’re anchored in real routines—like farming. shucking. and making cider.. Misryoum sees the cultural shift clearly: viewers want their entertainment to feel like a guide. and their guide to feel like a conversation.
In Josie’s telling. the series becomes a “learning adventure. ” with the best parts coming from meeting people doing the work.. She talks about how much talent is on the doorstep. and the show’s structure reinforces that point: the ingredients and the expertise travel together.. Even if you’re not a self-described foodie. the format leans on curiosity—where does this come from. how is it made. and what does it mean to the people who do it?
Paul Ainsworth joins the journey—and turns it into a culinary lesson
Ainsworth’s presence gives the programme a second layer: not only exploring local producers. but translating what they do into food people can imagine eating.. The chef’s background—paired with his focus on strong flavour and ingredient-driven cooking—turns visits into a kind of kitchen education.. Josie describes his approach as a discovery in itself. saying she learned how wholesome ingredients could be transformed into dishes with depth.
That chef–presenter partnership is where the series may find lasting traction.. It’s one thing to watch someone take notes at a farm; it’s another to see how those notes could become a plate.. Misryoum also expects the show to resonate with viewers who enjoy comfort food and “from-scratch” thinking. but don’t always have the time—or confidence—to cook with a regional focus.
The series also carries a subtle appeal to aspiration.. When Josie mentions her desire to experience Ainsworth’s restaurant again. it signals how the show’s story-world extends beyond the screen.. You don’t just learn about cider; you start thinking about bookings. local produce boxes. weekend food outings. and cooking experiments at home.
What this trend says about food storytelling right now
Food programmes are evolving.. Instead of treating flavour as a destination. Misryoum sees more shows framing it as a trail—something viewers can follow emotionally. even if they can’t physically travel.. In that sense, Josie’s Taste of the Westcountry plugs directly into a growing “meaningful leisure” mood.. People want entertainment that feels restorative, wholesome, and grounded in real places.
There’s also a local-economy conversation hiding inside the warm tone.. When regional food producers get screen time, awareness rises.. That can influence demand—from shoppers looking for particular ciders to diners planning coastal weekends.. And because this series spotlights multiple counties and many types of producers. it avoids the “one superstar” problem that can make regional food feel like a single brand.
The most interesting question for viewers is what happens next.. If a show like this works—if it brings cider farms and oyster shucking into mainstream attention—then more creators may build similar journeys. and producers may find new audiences who discover them through storytelling rather than shelf space.. For now. the promise is straightforward: five episodes. a full region. and a presenter who doesn’t just taste—she learns.
Josie’s Taste of the Westcountry airs from Sunday 19th April at 11.25am on ITV and ITVX.