Meet four producers who have identified a specialist market and are making farming pay. Will Chase re-invented himself from potato grower to purveyor of posh crisps, Tyrrell’s, then sold the company to form Williams Chase Distillery, making gin and vodka. Illtud Llyr Dunsford of Charcuterie Ltd is a seventh-generation farmer flying the flag for home-cured meats and reviving a taste for veal. Jane Scotter of Fern Verrow farms fruit and veg biodynamically, and Stephen Jones is growing quinoa, the new superfood previously chalking up thousands of food miles from South America. Chaired by Dan Saladino of BBC Radio 4’s The Food Programme.