How Coventry Market Became a Food-Fueled TV Studio

From Shopping to Shooting

There's something magical about how quickly a place can transform when the cameras roll. Coventry Market, usually teeming with shoppers and vendors, has become an unexpected television studio. The BBC's new CBeebies series, I Can Taste It, is filming here, turning the market into a vibrant, sensory-rich playground for children aged three to six.

"It's important that children see themselves represented in real places with real people," said Dom Sant, founder of Common Story, the Leamington Spa-based company behind the series. "We wanted to bring kids into an environment they recognize and feel comfortable in."

For a show focused on helping children build confidence with food, using the market's authentic setting is genius. The stalls—fruit and vegetables, fish counters, and bustling walkways—are not just backdrops; they're part of the narrative.

The Art of Food Exploration

Children are at the center of this production. Young participants like six-year-old Oscar from Bedworth were selected after his mother spotted an advert on social media. "Oscar loves his food and he's very chatty," his mom Hannah explained. "When they met him, he made a good impression."

The show's presenters—Aaron Roach Bridgeman and puppet co-host Zesty—guide children through a variety of sensory experiences, encouraging them to see, smell, touch, and taste unfamiliar foods. The program isn't just about nutrition; it's about discovery, engagement, and inclusion.

Community Spotlight

The market's role in this project goes beyond just filming locations. Local traders are active participants, offering their stalls as settings for the series. Fishmonger Clive Miller, whose stall is featured, commented on how the show helps children see food in a new light: "When children go to the supermarket, they don't get to see fish like this. It's a chance for them to learn about a wider variety of fish and where food comes from."

Market trader David Betts also shared his pride at being part of such an innovative project. "It's one of the iconic places in Coventry and people take it for granted," he said. "This production has shone a light on our beloved market."

The Unscripted Magic

Director Jess Matthews described filming as a "glorious chaos"—a phrase that perfectly encapsulates the dynamic nature of working with young children. Unlike traditional television productions, this series embraces spontaneity and authenticity. The production team often adapts to children's reactions rather than strictly following a script.

One character that adds a whimsical touch is Compost Monster—a puppet designed to teach kids about sustainability and reducing food waste. This blend of education and entertainment reflects the heart of CBeebies' mission: to make learning fun while promoting positive values.

A Journey Through Memory and Nostalgia

For many in the community, the market isn't just a place to shop—it's a repository of memories. Hannah, Oscar's mother, shared how visiting the market brought back her own childhood: "My mum and dad used to bring me here every Saturday morning to do the shopping and I'd always beg to go on the roundabout. Every time I walk into the market it's nostalgic. I feel like I'm four years old again, holding my dad's hand."

This emotional resonance between past and present underscores why this project is so impactful. It's not just about food; it's about community, heritage, and the way we connect with our surroundings.

From Garden Shed to Global Reach

Common Story, the company behind this innovative series, started in a garden shed six years ago with only a £10,000 budget. Today, it has produced more than 100 programs for CBeebies and is currently working on another 30. That journey—from modest beginnings to nationwide impact—is one of inspiration.

This evolution shows how passion, creativity, and an understanding of children's needs can lead to something truly special. As the series prepares to air in spring 2027, it's clear that this project is more than just a television show—it's a celebration of community and culinary curiosity.

Why It Matters

In a world where children are increasingly disconnected from their food sources and the communities they live in, programs like I Can Taste It serve as a reminder of the importance of experiential learning. They encourage kids to be curious, to engage with their environment, and to understand where their food comes from.

This project is also a testament to how local spaces—like Coventry Market—can play a vital role in national programming. It gives local people a voice and a platform, while bringing fresh energy into children's entertainment.

As I watched the cameras roll at the market, I couldn't help but feel excited about what this new show might inspire in the next generation of young explorers. After all, if you're going to teach kids to taste the world, why not start with a market full of stories?