Sian Roberts

The idea came to me while researching for a Food Tourism presentation. I read about how food tours began in Chicago - a city, much like Cardiff, known for its events and looking for ways to attract visitors all year round. Their solution was simple yet brilliant: food tours. After all, we all have to eat and drink! The concept became hugely popular worldwide, and having experienced a few myself, I thought: “Why not create a food tour here in Cardiff?”

I spotted a gap in the market - no one else was offering food tours in the city. This was my chance to combine everything I loved: my experience as a tour guide, my deep knowledge of Welsh food and drink (after years of promoting it), and my passion for Wales. It was the perfect recipe for a business that could celebrate our culture and cuisine.

Starting out wasn’t easy. Food tours were a completely new concept in Wales - and even across Great Britain - when we launched in 2026. As a sole trader with a limited marketing budget, promoting the tours was a real challenge. But I didn’t give up. Over the years, I’ve worked with fantastic partners and consistently promoted the tours across different platforms. Today, food tours are far better known, and our Cardiff tours have become part of the city’s vibrant culinary scene.

What’s the best part of being my own boss? For me, it’s meeting people from all over the world and showcasing the incredible food, drink, and culture that Wales has to offer. Wales may still be a niche destination for many, but every tour is an opportunity to change that - and I love being part of that story.