Travellers on the M5 can sample locally-sourced produce at a new service station which opened yesterday.
The new Gloucester services, between Junction 11A and 12 on the northbound carriageway, offers a farm shop and dining areas stocked with homemade cakes and pies, traditional regional cheeses and wild boar sausage rolls.
No chain coffee shops, fast food joints or gambling machines are featured at the station, which has been opened by Tebay Services.
Construction for the new services, which will employ 130 people, began in early 2013.
Gloucester Services business manager Gavin Bastyan said: “This is an opportunity for a large amount of suppliers to showcase their produce and gain a great amount of exposure.
“Customers are already telling us how different we are from normal service stations, and we want to put the traveller first.
“We’re also able to use suppliers from the area without impacting the trade of local farm shops.”
The £40 million project will be completed next year when a second southbound service station is built.
In all, 300 people will be employed by the two stations when the project is completed.
Gloucester Services is the sister project of the Tebay Services in Cumbria and works with 200 producers from the South West, 130 of which are within 30 miles of the site.
Alexander Evans, farm shop buyer at the new service station, said: “We want travellers to be inspired by the local produce around them and take away a piece of Gloucestershire.
“People on the motorways can get a bit jaded because most of the service stations are no different from each other and offer the same things. We want to offer something else.”