London's food Mecca, Borough Market, is moving to eliminate plastic bottle usage over the next six months, by introducing free water fountains.
The collection of independent traders are gradually eliminating sales of single use plastic water bottles, instead encouraging punters to use the re-fill stations.
This move is part of a wider plan from the market, which is looking to make all packaging by its 114 traders biodegradable and compostable, with an ultimate ambition of getting to zero waste to landfill, reports The Guardian.
"It's great that people are increasingly aware of the health benefits of keeping hydrated, but we've been troubled to see increasing numbers of plastic bottles used every day, which damage the environment and add to litter," said Darren Henaghan, managing director of Borough Market.
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"By using the new Borough fountains our visitors will be able to refill and refresh without having to buy a plastic bottle each time. We are proud to take this significant step forward as part of our ongoing commitment to making Borough Market Britain's greenest place to shop and hope that others will follow suit."