FOOD and craft producers who supply Tebay Services have expressed astonishment and delight at the momentum behind Channel 4’s documentary series about the family-owned motorway service station.

The first episode of A Lake District Farmshop drew in 1.8 million viewers, more than tuned in to BBC2’s Wimbledon coverage at the same time.

And with a 12 per cent share of the television audience, it was the third most popular programme in its 8pm Saturday timeslot.

“The reaction has been really humbling,” said baker Patrick Moore of More? The Artisan Bakery, who was filmed in his Staveley bakery hand-shaping rolls for Tebay Services.

“The fact it is taking out a major sporting event like Wimbledon: it’s down to the authenticity of the individuals who are on it, all the food producers and the staff at Tebay, who care so much about what they do.”

News and Star: SALES: Sales have soared for Patrick Moore's bread rolls

Mr Moore said sales of his sourdough loaves and milk rolls were up 30 per cent in the Farmshop at Tebay Services, which works with more than 70 producers within 30 miles of the services.

The large amount of media coverage has propelled Tebay’s suppliers and team members into the national – and international – spotlight.

Chef Bing Cao, who entranced viewers with his quest to supply Tebay Services and save his Ambleside restaurant Wabi Sabi in the process, has been contacted by a Taiwanese television producer and asked if he’s ever considered becoming a TV chef.

“Last year my business was on the edge of collapse,” Mr Cao said.

Like so many restaurateurs, he lost his income overnight when the UK went into its first lockdown in March 2020.

Now sales of his sushi boxes, ramen noodle kits and ready-to-eat gyoza dumplings have increased so quickly at Tebay Services and its sister business Rheged, near Penrith, that he has taken on new staff and invested in new equipment.

News and Star: PREPARING: Bing Cao creating his ramen kits

“Almost everyone who comes into our restaurant and shop has seen the programme,” said Mr Cao, who was filmed for episode one cooking ramen noodles to impress Tebay’s Farmshop buyer Alexander Evans.

“People are sending us photos of the ramen bowls they’re making at home using our kits. We are so happy that Tebay’s order is continuously rising and that we can survive and grow.”

Sarah Dunning, chair of the Westmorland Family, which owns and operates Tebay Services, said the documentary was a wonderful celebration of Cumbria and everything it has to offer.

“We owe so much to the fantastic farmers, producers and colleagues that we work with; our business would be nothing without them,” she said.

“We have all had 18 months of reconnecting with what is on our doorstep. Perhaps that’s why this programme has resonated with so many people.”

Episode three of A Lake District Farmshop is on Channel 4 on Saturday, July 24 at 8pm.