A Devon farm shop brand that began on a working family farm more than three decades ago is continuing its expansion — with plans to open another location as it celebrates national recognition.
Strawberry Fields has announced it will open its fifth shop at Aller Cross, just outside South Molton, with the site set to undergo a full refurbishment ahead of a planned launch in summer 2026.
The new location will follow the same smaller satellite-shop model as the company’s sites in Buckfastleigh and Exeter, as well as a forthcoming shop on Dartmoor.
Customers will be able to visit a coffee shop and food-to-go counter while also browsing a range of Strawberry Fields’ homemade produce.
The shelves will feature items including pies, pasties, freshly baked bread, cakes, jams and chutneys, alongside fresh fruit and vegetables, free-range eggs and a selection of butchery products.
The expansion follows continued growth for the business since its flagship farm shop and restaurant at Lifton was crowned National Best Large Farm Shop of the Year in 2023.
Its satellite locations in Buckfastleigh and Exeter have since proved popular, helping bring the Strawberry Fields brand to more customers across Devon.
The Aller Cross shop will also include a coffee shop serving food to go and a daily selection of baked goods prepared by the company’s bakery team.
Products expected to be available include freshly baked bread, saffron buns, scones, teacakes, rock cakes and lemon drizzle cake, made using recipes passed down through generations.
The business, run by the Mounce family, said the brand has been built over more than 30 years and remains rooted in its farming heritage.
Alongside the new shop announcement, Strawberry Fields has also been shortlisted in the top three for Best UK Large Farm Shop of the Year 2026.
Further details about the refurbishment and the opening date for the Aller Cross site are expected to be announced closer to summer 2026.
