THE Farmer’s Cart, in York, is one of six farm food shops to sign up to a nationwide rewards scheme in a bid to take on the supermarkets.

The shop, based on Towthorpe Moor Lane, is now part of Ice, which allows consumers to buy their products online, in-store or by phone, as well as offering a reward incentive scheme like those offered by major retailers.

Jude Thorne, chief executive of The Ice Organisation, said: “For the first time for many of these farm shops, customers will receive great value rewards for use against future purchases; in these still tough times this value can’t be ignored.

“Ice is primarily about rewarding people for making more sustainable choices and we offer sustainable shopping across a range of sectors including travel, clothing and utilities.”