Motorway service stations have long been synonymous with quick, convenience-driven stops—grab a coffee, a snack, and hit the road. But the Sedgemoor Services on the M5 southbound in Somerset is rewriting this story. Roadchef’s new Sedgemoor Farm Shop offers travelers a genuine celebration of local food and craft, turning a routine pit stop into a sensory feast.
“This concept is entirely our own, not a national brand,” explains Kevin Whitehouse, Roadchef’s retail, procurement and supply chain director. “We want travelers to experience the essence of Somerset through products like artisan honey, locally baked goods, and much more.”
With over 60 local and regional producers featured, the farm shop showcases gems like Beau’s Bakehouse, Sedgemoor Honey Farm, Nutts Scotch Eggs, Brazier Coffee Roasters, Westcroft Eggs, and Willow and Finch. Positioned strategically to capture summer tourist traffic heading toward Devon and Cornwall, the site is the ideal testbed for this unique offering.
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“This isn’t just about motorway shopping for necessity; it’s about a desire-driven experience,” Kevin adds. “We highlight the county’s finest products and support local suppliers who rarely get such exposure.”
The shop’s launch in early July drew eager visitors, many waiting outside to be the first inside. Customers spend more time browsing, appreciating the locally sourced packaging and stories behind each product. The shop’s staff, deeply rooted locally, add to the warm, welcoming atmosphere by sharing product stories and engaging with visitors.
For producers, the exposure at Sedgemoor is transformative. New suppliers had the chance to sample products on-site during the official opening, gaining invaluable direct customer feedback. Willow and Finch, a bakery started as a school project by a young entrepreneur from Devon, exemplifies the authentic local talent the shop supports. Their award-winning flapjacks have quickly become fan favorites.
While Roadchef is cautious about replicating this model everywhere, the Sedgemoor Farm Shop aligns with their broader sustainability goals, especially as the site evolves to accommodate electric vehicle charging. “We want to offer a special place where people want to linger,” says Kevin.
One of the shop’s standout features is Swoon Gelato, a Bristol-based artisan gelato maker. Sales manager Deborah Hawkins highlights the brand’s dedication to authentic Italian gelato made with care, using premium ingredients like organic pistachios from Sicily. Being part of the farm shop allows Swoon to share its craft with a new audience traveling through Somerset, reinforcing their community-focused ethos.
Meanwhile, Bradley’s Juice brings the essence of Somerset apples to the stop, producing natural juices with minimal ingredients and no artificial flavorings. Founder Miles Bradley emphasizes the importance of maintaining small-batch roots and sourcing local ingredients, creating flavors that travelers find refreshingly honest compared to mainstream brands.
Willow and Finch, originating from a sixth form school project, offers handmade cookies and cakes made without palm oil and with local, sustainable ingredients. Founder Elodie Buckley treasures the opportunity to bring her award-winning baked goods to a wider audience via the farm shop, with plans for seasonal treats and retail expansion.
Beau’s Bakehouse, led by Jacqui Smith from Gloucestershire, provides handmade cakes like moist carrot cake and buttery shortbread. Jacqui cherishes the connection with customers countrywide and views the farm shop as a vital platform to showcase the passion and craftsmanship behind her products.
As the Sedgemoor Farm Shop evolves, it stands as a vivid example of how motorway stops can transcend the ordinary, turning into gateways to local heritage, quality, and community spirit. Whether indulging in a scoop of gelato, sipping pure Somerset apple juice, or savoring a freshly baked treat, travelers can now experience the rich flavors and stories of the South West—all without leaving the M5.