Munchies TV takes an irreverent bite of Welsh food and drink sector.
TAKE one townie and introduce her to a flat-capped hill farmer and you have the recipe for an irrererent guide to Welsh food and drink.
This week the Munchies on-line TV channel launched a five-part guide to Wales in which it posed the question: Is Welsh food the hidden gem of British cuisine? Not surprisingly, Llanfairfechan lamb producer Gareth Wyn Jones thinks it is, and he was happy to prove the case for Munchies presenter Charlet Duboc, a city girl who rarely ventures beyond London.
He helped her lamb for the first time and provided recipes for Cawl and roast lamb sandwiches.
But initially Gareth needed some convincing to do the job.
"I turned it down - I had never heard of Munchies," he said.
"But then the kids heard about it and said, 'Dad, you've got to do it.'.
"This is an audience we need to be engaging with."
Munchies is an online video venture from Vice Media, an US-Canadian media brand that aims to disrupt the cosy world of TV cookery shows.
Sharing a tipple or two It is aimed firmly at a younger audience, mixing tongue-in-cheek banter with serious food insights.
Charlet also called at East, an Asian restaurant in Llandudno which has created "wushi", a culinary hybrid in which Welsh foods are given the sushi treatment.