Matt Sampson & FIR - an Interview

Matt Sampson & FIR

An Interview

By Samantha Morgan, Drapers Lane Delicatessen · July 2026

I visited FIR in Hay on Wye yesterday, 12 July 2026, three weeks after it opened. Matt Sampson is 26 years old. The food was beyond incredible, and I say that as someone who sources ingredients professionally, who works with them every day, and who has spent years understanding what quality looks and tastes like. You could taste the difference immediately, and see the skill in every plate. I wanted to find out more about the person behind it.

As someone who sources ingredients myself, I could taste the difference straightaway, what's your process for choosing one supplier over another?

I've been very lucky to work with some of the best suppliers in their respective fields from a young age, in kitchens, so a lot of it comes from the personal relationships I've created with them over the years. Those relationships are everything, they're built on trust, on shared standards, and on genuinely caring about the same things.

Is there an ingredient on the menu right now you're particularly proud to have sourced?

I'm very proud to be sourcing Scottish shellfish from a company called Keltic Seafare. They are one of the leading companies in the UK right now and I feel a buzz every time our delivery arrives. That excitement hasn't worn off, and I don't think it should.

"I feel a buzz every time our delivery arrives. That excitement hasn't worn off."

How do you source your ingredients, do you visit suppliers yourself?

It tends to be a lot of research. If they're local I try to visit and meet the people behind the operation, that matters to me, knowing who is doing the work and why. But being rural, I also get a lot of samples sent out to test in our own time, which I actually love. There's something quite pure about tasting something without any pressure around it.

How do you judge quality in raw produce, what are you actually looking or tasting for at the point of buying?

Flavour is always the sole focus. Texture comes second, but for me the initial flavour is the point. My cooking style is quite simple, so big flavour ingredients are a must. I need the ingredient to do the heavy lifting, if it doesn't have that depth and intensity at the raw stage, no amount of technique will put it there.

"My cooking style is quite simple, so big flavour ingredients are a must."

What was your most memorable meal, and why?

It has to be The Ledbury in London. I went just after it was awarded three stars and it was clear why, the skill, the service and the team were all impeccable. Everything about it felt considered, from the first moment to the last. It's one of those meals that stays with you.

Which technique on the current menu took the longest to get right?

I don't think it wasn't right, exactly,but I've always been a fan of bisque-style sauces and I've constantly been trying to improve and refine how I make mine for the past ten years. I still change it regularly now. Some things you never quite stop working on, and I think that's actually a good sign.

Is there a piece of technique or discipline you took from L'Enclume or Ynyshir that you still lean on daily?

I think the main thing I've taken from my career, and from any chef I've been lucky enough to work with, is: don't sacrifice on quality. It is one thing I truly believe in and at FIR we never compromise on it. That standard gets set early and it has to be non-negotiable.

"Don't sacrifice on quality. At FIR we never compromise on it."

You started at Casamia at 17, what does that 17-year-old make of where you are now?

I think it's hard to say. I've been very lucky to have some life-changing experiences over the past ten years, but it hasn't come without a lot of commitment and sacrifice. I'm not sure the 17-year-old version of me could have fully understood what it would take, but I think he'd be proud of it.

What do you love about Herefordshire so far?

The produce. Hands down. We are so lucky to have many great producers and passionate people right here on our doorstep to work with on a regular basis. That's not something you take for granted, it's the foundation of everything we do at FIR.

Three weeks in, what's already surprised you about running your own room?

The response, to be honest. It has been so overwhelming, the positivity and support we've had has been extraordinary. It was a big risk to start my own restaurant this early in my career, but touch wood, we've had some great feedback so far. I didn't expect it to land quite like this, quite so quickly.

The guest chef series starting in July, who's first, and what's the thinking behind it?

First up, we're keeping it very close to home. My sister and her partner are both part of Simon Rogan's senior team up in the Lakes, so it should be a great evening. It's an opportunity to bring something a bit different to the area, to bring some hospitality to Hay that it hasn't seen before. It's also great fun for myself and the team to be able to experience something different and host people I care about for these special, one-off events.

Where do you want FIR to be in three years?

I'd be lying if I didn't say I want a star. A lot of people say they don't think about it, but of course I do. I've not worked in all these restaurants to not want it for myself. But at the same time, if I create a business that is successful, relevant, and that people come to because they genuinely enjoy it as much as I do, then I don't think I could ask for much more than that.

"I'd be lying if I didn't say I want a star. I've not worked in all these restaurants to not want it for myself."

FIR is open in Hay on Wye. Matt Simpson, 26, previously worked at Casamia, L'Enclume, and Ynyshir before opening FIR in June 2026.

Samantha Morgan is the owner of Drapers Lane Delicatessen, Leominster, and an independent food and drink judge.