Josie Gibson returns to ITV tonight and is fronting a new series that puts the West Country’s food and drink producers in the spotlight.
Gibson, one of the most recognisable faces on British television, has presented This Morning, How to Clean Up for Cash, and Josie’s Taste of the West Country; she said she had wanted to do Taste of the West Country for ages because “we've got so much amazing produce that comes out of my neck of the woods. So I asked my agent to ask ITV if I could do it. I thought, ‘I can't let Dermot have all this fun!’”
The programme, Gibson said, visited Gloucester, Dorset, Devon, Somerset and Cornwall to showcase their produce. “Would you believe in a million years that some of the best oysters in the world come out of Somerset? And obviously the organic cider, the lobsters – everything,” she added, laying out the kind of finds viewers can expect.
There is weight behind the scenes Gibson is highlighting. Small producers get national exposure when a household name directs attention to their products, and local businesses tied to the series are marking milestones at the same time: Harry’s Cider celebrated its 21st anniversary in 2026, having been founded in 2005 by Harry and his son Toby, and the brand has also marked the first anniversary of its taproom and shop.
Harry, speaking about the taproom, said: “We wanted to create a space where people could slow down, enjoy great cider, and really connect with where it comes from. It’s about sharing not just the drink, but the whole story behind it.” The team behind the taproom added that “The terrace works just as well for a quiet morning coffee as it does for a long lunch or an afternoon pint.”
Gibson was clear about the mechanics that got the show on air and the role of commercial partners. “I’d like to say a big thank you to Rodda’s Clotted Cream, who sponsored the show, because they made it happen,” she said, thanking the sponsor by name.
Context that matters: Taste of the West Country was inspired by Dermot O'Leary’s Taste of Ireland, a format that sends familiar presenters out to explore regional food cultures. In Gibson’s version the programme covers producers and dishes across the five West Country counties she visited, folding television storytelling into local supply chains and tourism promotion.
The tension in that mix is plain and useful. A national broadcaster’s cameras can transform a small producer’s fortunes overnight, but Gibson’s own words underline that getting a series made often depends on commercial support and personal initiative. She said she had to ask her agent to ask ITV for the chance — and then thanked the commercial sponsor whose backing helped bring the episodes to life.
That push-and-pull — between local authenticity and the realities of commissioning and sponsorship — will be visible to viewers. It is the reason small regional milestones are appearing alongside television scheduling in the same headlines: producers like Harry are celebrating 21 years and a first anniversary for a bricks-and-mortar venture while Gibson brings their stories to millions.
The immediate news for viewers is concrete and unavoidable. Gibson is set to return on ITV in How to Clean Up for Cash at 7.30pm on April 27, and Taste of the West Country is now part of her presenting range. Meanwhile, fans planning a West Country visit have a date to note: HOLM is due to reopen on May 2 with minor changes including a children's sandpit and new garden furniture.
The likely outcome is straightforward: Gibson’s profile and the programme’s reach will amplify the West Country names she has chosen to champion, and businesses already celebrating anniversaries can expect a fresh bump in attention. For viewers who tune in tonight, the programme promises both familiar faces and a guided tour of produce they might not have realised came from their own back garden.
