A former food hall worker at one of the UK's most exclusive shops has set up shop at a motorway service station.
More than 50 different British cheeses are on offer
Alexander Evans - who used to work at Harrods Food Halls in London - will be dishing out locally-grown delicacies as the manager of the first farm shops at the side of the M6 in Cumbria.
Mr Evans, has been appointed manager of two shops at the Tebay and Westmorland service stations.
The stores promise to stock the top range of locally produced, reasonably priced Cumbrian specialities.
His move comes after farmers in Cumbria - one of the counties worst hit by foot-and-mouth disease two years ago - got together to set up the shops.
On offer are Lakeland beef and lamb, more than 50 different British cheeses and local relishes, dressings, fruit and vegetables.
Motorists can even phone ahead to order their food before they arrive.
Mr Evans said: "We are aiming to beat the standard motorway fast food fare - undersized, over-priced and over-packaged.
"We don't add a premium to the price just because we are on the motorway.
"We want to represent excellent food and excellent value and Cumbria has a reputation for fine local food and drink and celebrating the region."
John Dunning, Cumbrian farmer and director of Westmorland Service Station, said: "It's a wonderful opportunity to give motorists from all over Britain a taste of our region and a distinctive alternative to the industrialised mass market of today."