A shopping bag with a difference has been launched at Haverfordwest Farmers' Market.

The strong, hessian bag is being sold by traders at the fortnightly market for £1.

The re-useable bag is part of a joint initiative between the Farmers' Market and Pembrokeshire County Council's waste strategy section. It aims to reduce the use of plastic bags and make all aspects of the Farmers' Market service more sustainable.

The scheme was launched on Friday by the chairman of Pembrokeshire County Council, Councillor John Thomas.

Cllr Brian Hall, cabinet member for the environment, said around 150 million plastic carrier bags were used in Britain every week, and each took 500 years to decay in a landfill site.

"While recycling and recovery have their place, re-use is the best environmental solution," he said.

"We want to encourage everyone to think twice about the things they throw away."

Haverfordwest Farmers' Market is held every other Friday on the Riverside Quay between 9am and 3pm. It was voted joint runner-up in the Farmers' Market of the Year Award in 2005.