A bakery in the Midhurst and Petworth area of England has taken full advantage of the protection offered by its baker's van insurance cover to open a mobile bakery, one of the few operating today in the UK.
Although mobile bakeries used to be a feature of traditional village life, in recent years they have declined, a reality that is due, in no small part, to financial pressures, such as the growth of mass-producing bakeries and difficulties faced by independent bakeries in finding cheap quotes for bakers van insurance.
And, in a refreshing change from the stereotype of financially cynical modern life, the mobile bakery's owner reveals that his venture is not solely motivated by the prospect of financial gain.
"It all started because we have a stall at Stedham's monthly market," he said.
"So many people asked us if we could come to the village more frequently that we decided to give it a go.
"We have a van we use for wholesale and pub deliveries and we have diverted that to Stedham every Friday from 11.30am to 12.30pm.
"The idea is to try to help people, particularly the elderly, who can't get into Midhurst, so we are taking the bakery to them."
He added that as well as transporting bread, buns and cakes, he would also be taking advance orders from customers in the village.
A spokesperson from bakers' van insurance comparison specialist iVan comments, "It's great to hear of a mobile bakery making a reappearance to the British village.
"Schemes like this are so important because, as well as being good for business, they help bond communities."