A compelling back story is now de rigueur when it comes to selling us things, especially in the food industry; whether it's a bar of chocolate or a cup of coffee, provenance is everything. We take a trip round London's trendy Shoreditch area with man about town and marketing expert, Peter York who explains why being 'handmade by hipsters' can justify sky high prices. Down in the depths of the British Library, Polly Russell tells us how the idea of the backstory came about. We take a leisurely stroll across town to London Bridge where Tom Sellers takes time out from service at his restaurant, Story, to wax lyrical about his culinary pièce de résistance - an edible candle. Steve Sutton, a Colombian in New York insists that sourcing beans from dangerous 'red zones' is vital to his coffee business, Devoción. And what do you do if you have a product to sell but no story to tell? Simon Manchipp from Shoreditch design agency SomeOne is here to help.

(Image: Confident Barista, Credit: Getty)