From milk to sausage rolls: how vending machines could help tackle UK ‘food deserts’

For generations, vending machines were a place to grab a quick snack, often filled with fizzy drinks, crisps, and chocolate bars. However, one family of farmers is attempting to transform this common sight by introducing vending machines that offer fresh, locally sourced produce, such as scotch eggs, sausage rolls, and brownies. Mark James, 70, along with his sons Sam, 39, and Jacob, 36, were the first to trial vending machines to sell their milk directly to consumers, giving themselves more control over pricing.

Of the 4,500 liters of milk produced daily by their herd of 130 dairy cows in Herefordshire, just under a third (30%) is sold at their 17 Whole Moo World vending machines located across Herefordshire, Gloucestershire, Worcestershire, and Shropshire. The remaining 70% is sold to a local milk processor. The remaining 70% is sold to a local milk processor.

When Whole Moo World gained popularity, Jacob and Sam expanded their business, Tuckshop, to include vending machines selling cakes, sandwiches, and other treats from local producers. The company now has 22 sites, mostly alongside the milk machines, allowing them to sell empty glass bottles for milk refills. Jacob believes that vending machines could be the answer for rural areas that are becoming "food deserts" due to the closure of local shops and poor public transport, offering a more profitable way for farmers to reach customers directly and avoid expensive intermediary fees.

Farmers worldwide have faced a boom and bust price cycle for years, with the price of milk being a globally traded commodity. The Jameses have experienced this volatility firsthand, with farmgate milk prices dropping from 44p per litre in August to 30p per litre in early February. This price does not cover the cost of production, and many dairy farmers, including the Jameses, struggle to make a profit.

British supermarkets charge between £1.20 and £1.30 for a two-pint bottle of milk. Whole Moo World customers, however, pay £1.50 for a litre of unhomogenised milk delivered in refillable glass bottles, which they can wash and reuse.

The younger generation of the James family only returned to milk production if they could run the business differently. Mark James, 70, says that the vending machines have reignited his interest in dairy farming. Sam James, 39, adds that his family only supports milk production through this alternative method. The robots used to milk the cows at the family's farm eliminate the need for early morning alarms and labor-intensive processes, allowing the family to focus on other aspects of the business.

The placement of the vending machines near a farm shop, such as the Primrose Vale pick-your-own and farm shop, offers mutual benefits for both businesses. The machines draw 24/7 customers, who often visit the farm shop for strawberries, berries, and charging points for electric vehicles during winter. For children, the machines are a novelty, enticing them to buy milk while also enjoying the fun of visiting the machines.