The 100,000 cards will be used by shoppers to gain points on sustainable purchases such as buying from farm shops and eco-outlets.

The company is taking advantage of PCS’s ‘green’ production processes, the result of a £2m investment, which includes using biodegradeable materials and a waterless print process. The cards degrade in soil over a period of months rather than the 1,000 years needed for PVC cards to biodegrade.

Sharon Hardcastle, customer and client services director of Ice, said: "PCS, like us, has recognised the need for an environmentally sustainable approach to loyalty schemes and is ably supporting our vision to get people to think sustainably when buying products and services. It is a great partnership for us and working well."

As well as producing the cards, PCS is also charged with personalisation, fulfilment and mailing for the project.

PCS managing director Rob Nicholls said: "It is an ideal fit – a biodegradable card is the perfect partner for a scheme which is about encouraging people to shop more sustainably and being rewarded for choosing green goods and services."