BRITISH retailers are pledging to slash the use of plastic carrier bags by 25% by next year but Leominster is making a bid to go greener faster.

It is stepping up the pace of change by offering shoppers a local eco-friendly alternative at outlets throughout the town.

The Leominster Bag, bearing the town's medieval knot motif, is made from tough jute fibres and costs £3.

It can be used again and again and will cut back on the amount of plastic fouling up the environment, says Leominster in Bloom, the group behind the initiative.

Many of the town's shops have agreed to sell the bags and it is hoped more businesses will put the bags on sale.

Profits will aid Leominster in Bloom, which is working to enhance all aspects of the town's environment.

Meanwhile, Louise McCall, a Hope-under-Dinmore villager who runs a retail website called The Natural Gardener, has designed and launched "the fill it with anything bag".

The large jute-fibre bag with handles, selling at £4.25, is good for laundry, gathering garden weeds and many other uses, says Louise.