When Matt Hall and Charla Forinton first met nearly a decade ago in Leicester, they discovered a shared passion for local food and the stories behind every ingredient, despite following very different career paths.
Matt went into broadcast journalism, running The Guardian’s podcasting, while Charla built a career in the hospitality sector with a major hotel chain. But it was their shared love of food that simmered in the background and eventually led to the creation of Hidden Food Club.
Now, after their first venture in their home county of Leicestershire became a major success, the pair have turned their eyes and taste buds to Lincoln.
Matt said: “Lincoln’s got this great mix of tradition and new food energy that you do not get everywhere. We did not want somewhere obvious. Lincoln felt like it still had secrets to uncover.”
Their first project, in Melton Mowbray, the heartland of pork pies and Stilton, launched in March 2024 and went on to win Best New Tourism Business at the Go Leicestershire Hospitality and Tourism Awards later that year. Encouraged by the response, they began looking for a second location.
Lincoln quickly stood out. Not only is it rich in food heritage, from Lincolnshire sausages to plum bread, but the county has seen a surge in independent food businesses since 2021, making it one of England’s rising culinary hotspots.
“We saw Lincolnshire as this hidden treasure,” said Charla. “There is such a deep history here, from Roman kitchens to medieval feasts, and now this new energy around food markets and independent producers. We wanted to help tell that story.”
Launching on Saturday, May 10, Hidden Food Club’s Lincoln experience will blend traditional local staples with the city’s evolving food culture. The three-hour walking tour will take small groups through six carefully selected venues – including Slow Rise Pizza and The Cheese Society – telling stories that stretch from Roman bread ovens to modern-day farm shops.
“We are not just pointing at pretty buildings and handing out food. “We want people to understand why Lincoln tastes the way it does, and how invaders, monks, farmers and migrants shaped its plate,” Matt said.
He says Roman legions from Spain, North Africa, northern Germany and the Baltic states all influenced Lincoln’s culinary culture.
The duo also hope their tours will support small producers still recovering from Brexit and the pandemic.
Michele Sims from Visit Lincoln said initiatives like Hidden Food Club come at exactly the right time. She said: “We know visitors today crave authentic, local experiences, not just sightseeing.”
“This kind of grassroots tourism helps highlight the independent food businesses that are the lifeblood of the city. It brings people to Lincoln, supports our local economy and brings our heritage alive in a really accessible way.”
Tours will run on the second Saturday of each month throughout 2025, priced at £75 per person. Bookings and more information are available on the Hidden Food Tours website, as well as Visit Lincoln.
