A new national rewards scheme is to support sustainable British retailers and those who provide best-in-class produce to consumers.

The Ice reward programme will recognise both consumers and businesses for making green choices.

Those behind the initiative have linked up with farmers’ market association FARMA, which represents local food and direct farm sales in the UK.

Foodari Direct, Northern Harvest, Glebe Farm Products and Devon Rose are just some of the farm retailers already signed up to the programme, alongside companies such as Eurostar, Green & Blacks Direct, Green Tomato Cars and Eat Sleep Live.

Ice credits are given for buying sustainable products and services from British businesses across multiple sectors, including food and drink, travel, home and garden, home energy, fashion and clothing, pets and gifts.

Consumers can collect and spend Ice credits online by visiting www.myice.com, over the telephone or in store with an Ice card. With no catches, Ice rewards customers with Ice credits that can be spent as soon as they appear in the customer’s MyIce Account and can be mixed freely with cash or card payment.

Ice chief executive Jude Thorne said: “Finally, consumers can be rewarded for making more sustainable choices in their lives. Ice is about shopping with a conscience - buying things you usually buy, but Ice rewards you generously for choosing a more sustainable version. With dozens of partners already signed up or soon to join, the Ice programme aims to offer such incredible choice, value and flexibility that over time, we hope millions of customers and retailers will benefit.”

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