In the late 1960s, John and Barbara Dunning faced an uncertain future when the U.K. government informed them that a freeway would be built through their farm in Cumbria. Forced to sell their land due to a compulsory purchase order, the couple decided to take a bold step. They successfully leased back the land and embarked on an ambitious venture: building the first family-run motorway service stop in the U.K. Little did they know that their rest area, known as Tebay Services, would become a trailblazer in the industry.
Unlike the typical motorway rest areas in the U.K., Tebay Services took a different approach. Rather than partnering with big-name franchisors, Tebay focused on supporting local producers and providing homemade farmhouse food. With a farm shop and kitchen at the core of their business, Tebay Services became a platform for small food producers, offering food from approximately 70 producers within a 30-mile radius.
Over the years, the success of Tebay Services paved the way for the expansion of the Westmorland Family. Today, the family-run group operates two additional rest areas in Gloucestershire and Lanarkshire, as well as a community center in Rheged, located in the Lake District. The business, led by Sarah Dunning, the chair of Westmorland Family, employs around 1,200 people and has generated significant revenue.
Sarah Dunning, who became CEO of Westmorland Family in 2005, faced numerous challenges throughout her tenure. She steered the company through the global financial crisis of 2008 while raising funds to build a rest area near the M5 motorway in Gloucestershire. Her determination and strategic decision-making ensured the success of Gloucester Services, which not only supports local producers but also contributes a substantial amount to local charities.
While Tebay Services and the Westmorland Family have triumphed over adversity, new challenges lie ahead. The rise of electric vehicles (EVs) presents uncertainty in terms of the transformation of motorway services. As EVs require charging points and sufficient electricity capacity, Sarah Dunning recognizes the need to create locations that are appealing and accommodating for electric vehicle owners. By providing a pleasant stopping experience and embracing new technologies, the Westmorland Family aims to stay relevant in the ever-changing world of transportation.
Sarah Dunning acknowledges the upheaval in the agricultural industry, particularly in light of Brexit and changing subsidy programs. With farmers striving for profitability while adhering to new regulations, the Westmorland Family aims to support local farming communities. By prioritizing regenerative farming practices and collaborating with farmers, the company seeks to promote sustainability and facilitate the farming methods that align with each individual farmer’s vision.
As the Westmorland Family thrives and innovates, Sarah Dunning remains committed to the values and principles that have guided the company from its humble beginnings. Her passion for supporting local food producers and creating an exceptional stopping experience for travelers will be showcased as she speaks at the prestigious Oxford Farming Conference in 2024.
The story of the Westmorland Family and their iconic motorway service stops is one of resilience, innovation, and a commitment to supporting local communities. From their fight to keep their land to their dedication to providing homemade farmhouse food, the Dunnings have left an indelible mark on the industry. In a world where big franchises dominate motorway rest areas, the Westmorland Family stands as a shining example of a different approach—one that prioritizes local producers, sustainability, and a warm welcome for travelers on their journey.