Motorway service area operator Roadchef has opened its first farm shop, with the new venture offering high-end products and locally sourced produce.
The Farm Shop at Sedgemoor Services Southbound between J21 and J22 on the M5 marks Roadchef’s first foray into the world of “premium local artisan produce”, with food, drink and craft products from Somerset and the South West offered to travellers.
Produce from 48 suppliers within a 40-mile radius of the services, and 16 within 60 miles, has been selected to fill the shelves in the Farm Shop, which has been launched to reflect growing consumer demand for high-end products.
While Roadchef’s Farm Shop so far comprises one outlet at Sedgemoor Services South, the MSA firm will be hoping to ape the success enjoyed by high-end Gloucester Services 60 miles to the north on the M5, and Tebay Services on the M6 in Cumbria: MSAs that have achieved established reputations and marked success by offering travellers fare above the standard normally found at such pit stops.
Among the products stocked at the Farm Shop are artisan cakes from Beaus Bakehouse; honey from Sedgemoor Honey Farm; handmade Scotch Eggs from Nutts; Willow and Finch traybakes and cookies; coffee from Brazier Coffee Roasters supplying premium coffee; eggs from Westcroft Eggs; and meats from Somerset Charcuterie.
Kevin Whitehouse, Roadchef’s director of retail, procurement and supply chain, said his firm is “incredibly proud to support local producers and the local community”, and that the new Farm Shop offers visitors “a genuine taste of Somerset”.
