Motorway services group Roadchef has opened its first Farm Shop, specialising in local produce.
The store which opened last month at Sedgemoor Services Southbound, on the M5 in Somerset, sells food, drink, and craft gifts from the county and the wider South West region. Goods from approxiately 40 local producers are on offer.
Roadchef said that the launch “marks a shift from necessity-driven motorway shopping to a desire-driven experience, encouraging visitors to indulge themselves and extend their stay”.
Roadchef retail, procurement and supply chain director Kevin Whitehouse said: “Normally people on motorways drive through the countryside but don’t take the time to appreciate it. Our Farm Shop changes that by offering visitors a genuine taste of Somerset – from artisan honey to locally baked goods. It’s a chance for visitors to celebrate the county’s rich food heritage and connect with local producers before continuing their journey.”
The venture was devleoped with rural diversification specialist Appetite Me which worked on aspects such as design, signage, branding, product sourcing and merchandising.
Combining roadside services and local product has previously been done by Tebay Services, whose station on the M6 in Westmorland in the North West of England has become famous for its farmshop and kitchen and is a destination as well as a travellers’ pitstop.
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