Motorway service stations usually conjure images of hurried coffee grabs and basic snacks. But Somerset’s Sedgemoor Services on the M5 southbound is rewriting that script, emerging as a true celebration of local food and artisanal craftsmanship.
Roadchef has launched the Sedgemoor Farm Shop, a groundbreaking concept that elevates the typical service station experience by showcasing Somerset’s finest produce. “This isn’t a national chain offering generic products,” explains Kevin Whitehouse, Roadchef’s retail, procurement and supply chain director. “It’s a reflection of the county’s rich food heritage and a chance for travellers to connect with local producers.”
Featuring over 60 local and regional suppliers—including Beau’s Bakehouse, Sedgemoor Honey Farm, and Brazier Coffee Roasters—the farm shop offers visitors an authentic taste of Somerset. The strategy hinges on Sedgemoor’s prime location: a gateway for summer tourists heading to Devon and Cornwall, making it an ideal testing ground for this new concept.
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This initiative taps into a growing demand for quality and authenticity, moving beyond convenience towards a desire-driven shopping experience. Customers are lingering longer, browsing thoughtfully, and embracing the story behind each product. For local suppliers, the exposure is invaluable, turning fleeting motorway visits into meaningful encounters.
Among the proud partners, Swoon Gelato from Bristol brings small-batch, lovingly crafted Italian-style gelato to the mix, offering flavours like Amarena cherry cheesecake and Sicilian pistachio. Deborah Hawkins, Swoon’s sales manager, highlights how this collaboration perfectly aligns with their values of community and artisanal quality.
Bradley’s Juice, crafted just off the M5 near Weston-super-Mare, offers pure and simple apple juices and fruit drinks made from minimal, natural ingredients. Miles Bradley’s commitment to traditional methods and local sourcing provides a refreshing contrast to mass-produced beverages, resonating strongly with discerning customers.
Willow and Finch, another rising star, began as a school project and now crafts award-winning, palm-oil-free cookies and cakes in Exeter. Founder Elodie Buckley emphasizes sustainability, local ingredients, and genuine passion, with products that shine on the motorway shelves and beyond.
Beau’s Bakehouse, rooted in Gloucestershire, contributes handmade cakes where every batch is a labour of love. Founder Jacqui Smith values freshness and artisanal quality above all, with standout favourites like her indulgent carrot cake winning acclaim from customers far and wide.
The Sedgemoor Farm Shop isn’t just a service station stop—it’s a vibrant showcase of Somerset’s thriving food culture, supporting local producers while offering travellers a unique culinary experience. As Kevin Whitehouse notes, “This is just the beginning. If successful, we’re keen to expand this concept to other locations, creating special places where people want to spend time, especially as they charge their EVs.”
Whether you’re after a hot Scotch egg, an award-winning brownie, or a scoop of exquisite gelato, Sedgemoor Services has redefined what a motorway stop can be—transforming it into a destination worth savouring.