The initiative is particularly relevant to seaside towns, due to the harm caused by plastic bags to the marine environment. Plastic bags are the most common man-made items sighted at sea and constitute 50% of debris found on beaches. Due to their light weight, they are easily washed out to sea and therefore their harmful effects can be seen far and wide.

Plastic bags do not biodegrade and can last in the environment for many years. Plastic bags in a marine environment break down even slower then on land due to the lower sea temperatures. The bags eventually turn into plastic dust which can still be ingested by filter feeding marine animals such as krill and whale sharks. Plastic is highly toxic and in filter feeders can be passed via fish stocks into the human food chain.

Plastic bags also directly harm wildlife through ingestion and entanglement, causing the deaths of birds and marine mammals every year.

The Modbury initiative has proved that banning plastic bags can be a positive step for local businesses. It brings added publicity to the area and gives local traders another way of promoting their business through re-useable bag sales. The initiative raises awareness about pollution, litter and the need for better recycling facilities in the area. It also draws attention to the companies that are over-packaging their products and producing more waste than is necessary.

It has the added benefit of drawing the community together and building community spirit. Councillor Slack, one of six Greens on the Town Council, said: “I realise that it will be a gradual process, and it will be easier for some shops than for others. I have been to meet many shopkeepers in St Ives and the overall response was really very positive. Many traders have already taken the initiative: Oxfam has banned bags and only provides fair trade linen bags; and “Sea Salt” only uses paper or linen bags. For food retailers it is not such an easy process but it’s becoming possible as alternative products are now available to serve take-away food. “This is a voluntary scheme that we hope as many traders as possible will become involved with it over the coming year.”