Gloucester Services on the M5 southbound has opened, following in the footsteps of last year’s successful northbound launch, and claiming a world first with its in-store fishmonger.

Dedicated to local food, farming and the surrounding community, Gloucester Services has two main aims: to make local food accessible and affordable to everyone on the move; and to inject vital investment back into the surrounding community.

Gloucester Services northbound is already running well ahead of target, according to Laurence King, managing director of Westmorland Family, which owns and operates the business.

"Following the success of the northbound, we’re really excited about prospects for southbound," said King.

The company is claiming a world first the motorways’ first resident fishmonger. The services will aim to stock sustainably sourced fish caught in the UK waters. The introduction of the fishmonger complements the company’s aim to revive the format of the butcher, greengrocer and baker under one roof at the motorway services.

In total Gloucester Services is a £40m project, employing around 300 people, and since opening it has served more than 500,000 locally-sourced meals. It sells Texaco fuel on the northside and Esso fuel, supplied by Greenergy, on the south side.

Andrew Owens from Greenergy said: "Westmorland is another example of the high standard of new business we’re winning across the UK following from the extension of our Branded Wholesale Agreement with Esso."