UK motorway stop is now unlikely food paradise just in time for school holidays

Motorway services aren't usually a place of glamour - but one UK foodoutlet is being a place people are flocking to out of choice. Usually used as a food necessity while on a road trip, a place for a swift coffee, a bag of crisps, a quick loo break, and you're back on the road.

Yet, this stereotype is being challenged in Somerset, where Roadchef's new Sedgemoor Farm Shop is making waves and shifting perceptions about what a service station can offer. Tucked away just off the M5 southbound, Sedgemoor Services has become the unlikely setting for a true homage to local produce and artisanship.

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It's more than a mere refuelling point for your vehicle; it's an opportunity to treat your taste buds and senses. "This is completely different - it's not a national brand, it's our own," declared Kevin Whitehouse, Roadchef's director of retail, procurement and supply chain. The introduction of the Sedgemoor Farm Shop marks a pioneering step for the company, steering clear from the typical motorway munch, reports Somerset Live

"Normally people on motorways drive through the countryside but don't take the time to appreciate it," said Kevin. "Our Farm Shop changes that by offering visitors a genuine taste of Somerset - from artisan honey to locally baked goods. It's a chance to celebrate the county's rich food heritage and connect with local producers before continuing their journey."

The connection to local producers is far from insignificant. With over 60 regional suppliers involved, the shop serves as a carefully selected display of the area's finest offerings – Beau's Bakehouse, Sedgemoor Honey Farm, Nutts Scotch Eggs, Brazier Coffee Roasters, Westcroft Eggs, and Willow and Finch, to name but a few.

Kevin explained that the choice to launch at Sedgemoor Services was all about location and people. "Because of its brilliant location in Somerset," he said, "we've got a lot of tourist traffic-especially in the summer-heading to Devon and Cornwall.

"The demographic made this site perfect for testing our new concept. Some of our sites are more commuter-focused and this wouldn't have worked there."

But it's not just about location. The project taps into a deeper trend: a rising hunger for authenticity and quality over mere convenience. "The launch marks a shift from necessity-driven motorway shopping to a desire-driven experience," Kevin elaborated. "We wanted to showcase the amazing product of this county and really support the local suppliers."

Roadchef teamed up with consultancy Appetite Me to bring the concept to life, blending market insight with local knowledge. "We went to trade shows, did our research-it took a long time to make sure we had the best quality and the right partners," Kevin shared.

"We've got upwards of 50 suppliers from Somerset, another 15 or so that are regional, and then a few national brands that still offer something different." Unofficially launched in early July, the response was instant. "People were stood outside waiting for the shutters to come up," Kevin remembered.

"They came in, picked up baskets, and started filling them-completely different to the usual 'grab a Mars bar and go' kind of visit." The enthusiasm wasn't limited to shoppers alone. "Our staff are all local-they're passionate about it. They talk to the customers, explain the products. The buzz has been amazing."

This energy has resulted in extended browsing times, marking a clear change in how visitors interact with the venue. "You can see them browsing, studying the packaging, recognising that it's from Somerset. That's special."

The advantages of this fresh approach extend beyond Roadchef and its patrons. For smaller manufacturers, securing access to such a busy venue represents a transformative opportunity.

"At our official opening, we had four of our new suppliers on site sampling products," said Kevin. "They were loving it-people coming up and trying their products, engaging with them directly. It's a location they'd never normally get the chance to showcase in."

A particularly impressive case is Willow and Finch, established by a young Devon entrepreneur who launched the venture as a school assignment. "She's built her own business, and the flapjacks are incredible," Kevin noted with enthusiasm.

"That's exactly the sort of local enterprise we want to support." Kevin is keen to stress that their latest venture isn't a magic bullet. "We're assessing it. It's not going to work everywhere-it has to be the right location, the right community of producers. But if this one works, yes, we're definitely open to rolling it out further."

The new farm shop aligns perfectly with Roadchef's wider goals. "We're looking at how to grow a sustainable future, how to be greener," Kevin explained.

"This kind of offer gives people a reason to dwell longer, especially while they're charging EVs. Why wouldn't they want to stop somewhere special rather than somewhere generic?".

For Kevin, bringing this concept to life has been a dream in the making. "We've had the vision bubbling in the background for two and a half years," he revealed. "Over the last 12 months, we've really gotten into the detail. Seeing it go from sketches to launch has been incredibly rewarding."

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