Motorway service stations usually bring to mind quick pit stops: grabbing a coffee, a snack, and rushing back on the road. But Sedgemoor Services, nestled just off the M5 southbound in Somerset, is rewriting this story. Roadchef’s new Sedgemoor Farm Shop is redefining what motorway stops can be by embracing the rich local food culture and craftsmanship of the region.
“This is a unique concept for us, completely different from national chains," says Kevin Whitehouse, Retail, Procurement and Supply Chain Director at Roadchef. “It offers a genuine taste of Somerset—from artisan honey and craft eggs to freshly baked goods—celebrating the county’s rich food heritage and connecting visitors with local producers.”
More than 60 local and regional producers collaborate to showcase their finest offerings, including names like Beau’s Bakehouse, Sedgemoor Honey Farm, Nutts Scotch Eggs, Brazier Coffee Roasters, Westcroft Eggs, and Willow and Finch. Sedgemoor’s ideal location—serving tourist traffic bound for Devon and Cornwall—makes it perfect for this bold experiment.
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This initiative aligns with a broader shift from simply meeting traveller needs to creating desire-driven experiences. Guests linger longer, engage with the products, and appreciate the story behind each item. The farm shop has become a vibrant marketplace, where staff share their passion and customers curate baskets filled with locally crafted treasures.
One distinctive feature inside Sedgemoor is Swoon Gelato, a Bristol-based brand known for small-batch, authentic Italian gelato with a British twist. Deborah Hawkins, Swoon’s Sales Manager, shares, “Our gelato is made with real care—no shortcuts. It complements the artisan ethos of the farm shop perfectly.” Flavors like Amarena cherry cheesecake and Sicilian pistachio—made from nuts grown near Mount Etna—are delighting motorists seeking indulgence with integrity.
Local drinks also shine at Sedgemoor. Bradley’s Juice, based near Weston-super-Mare, brings pure Somerset apple juice made with minimal ingredients and no artificial additives. Founder Miles Bradley emphasizes simplicity and community: “It started as a hobby, now it’s a thriving craft business grounded in local collaboration.”
Willow and Finch, a bakery born from a school project in Exeter, offers handmade cookies and cakes crafted from sustainable, local ingredients. Founder Elodie Buckley highlights the personal journey: “Baking became my passion and now my business, committed to quality and connection.” Their award-winning white chocolate and raspberry brownie is a customer favorite at the farm shop.
Beau’s Bakehouse from Gloucestershire adds artisan charm with hand-crafted cakes and loafs made in small batches. Founder Jacqui Smith highlights the personal touch: “Every item is made with passion and care. Our carrot cake, for example, is beloved by even those who don’t usually like it.” The farm shop helps Beau’s reach new fans across the country, sharing Somerset and Gloucestershire’s finest flavours far beyond the motorway.
Roadchef’s Sedgemoor Farm Shop represents a new kind of motorway stop—one that celebrates locality, quality, and sustainability. It’s a destination where journeying travellers can savor exceptional food, connect with producers, and support the vibrant food communities of South West England. For those passing through Somerset, it’s not just about refueling the car—it’s about feeding the soul.