Overcast

Overcast

max temp: 8°C

min temp: 6°C

Search

Ipswich: New Iceland store’s landmark decision to join trailblazing project to banish street drinking

PUBLISHED: 16:17 29 April 2014 | UPDATED: 16:17 29 April 2014

The new Iceland store in Ipswich town centre

The new Iceland store in Ipswich town centre

Ipswich’s nationally-acclaimed campaign to banish super-strength alcohol from being sold in the town has inspired another countrywide first today.

Iceland’s new store, which is due to open in Tower Ramparts this morning, has become a trailblazer for the company’s other shops by voluntarily deciding not to sell low-cost high-volume alcohol.

There are now more than 100 out of around 142 off licences and retailers in Ipswich which have taken the pledge and signed up to the Reducing the Strength campaign.

The pioneering initiative, which is being replicated in towns and cities around Britain, is part of a multi-agency strategy to eradicate the anti-social problem behaviour of street drinkers.

Its launch in September 2012 attracted national media attention. Since then the scheme has continued to prove a success.

In March more than 200 delegates representing police, the drinks’ industry, and other organisations from across the UK met at Wherstead Park to discuss how to move the campaign forward.

Now police have said they were delighted with Iceland’s backing.

Chief Inspector Andrew Mason, who is overseeing Reducing the Strength in Suffolk, said: “It is great to see a new store open and volunteer to sign up to the Reducing the Strength campaign. We understand it is the first Iceland store in the country to do so and it’s fantastic that the company has chosen to do that in Ipswich.

“We look forward to continuing to work in partnership with Iceland and other retailers in the future.

“We also hope Iceland will consider removing the super strength alcohol from their St Matthew’s Street store in the near future.”

A spokeswoman for Iceland said: “Iceland always does its utmost to respect the views of the communities in which we trade.

“This is why, following consultation with the local authorities, we have volunteered to trial the removal of super-strength alcohol from our range in our new Tower Ramparts store.

“Alcohol is a small part of the Iceland offer but we try to provide our customers with a range of products that is relevant and competitive, and we will review this trial in the light of customer feedback and the views of the wider community.”

Reducing the Strength was set up by police and partner agencies including the East of England Co-op. It is also backed by the Ipswich Star and BBC Radio Suffolk.

In a double beat-the-booze boost, yesterday the Star reported on how police and community leaders are calling on every pub and club in Ipswich to join the town’s Best Bar None scheme.

Those behind the project are looking to increase the number of nightspots already signed up to 50 by the end of October.

Best Bar None promotes responsible management and operation of licensed premises. It aims to reduce binge-drinking and make Ipswich more desirable for those looking for a night out.

It has won national recognition for being the “most innovative scheme” in the country in the first year after its launch in September 2010.

This year’s SPILL Festival of Performance will begin with the world premiere of Clarion Call, a co-commission between Ipswich arts charity the Pacitti Company and 14-18 NOW, which was behind the Tower of London poppies project.

Building the Orwell Bridge was only one of three options considered when an Ipswich by-pass was first seriously considered in the 1970s, the former chief executive of Suffolk County Council has revealed.

Building the Orwell Bridge was only one of three options considered when an Ipswich by-pass was first seriously considered in the 1970s, the former chief executive of Suffolk County Council has revealed.

A “smash” was heard moments before a car was set alight in a suspected arson attack in Ipswich last night.

This is the last week that market traders will operate from Ipswich’s Cornhill for at least a year as work to rebuild the town centre is due to start.

Drivers are being warned they could face delays as roadworks begin at one of Ipswich’s busiest junctions this morning.

Witham MP Priti Patel faced questions over the prospect of a possible Cabinet return this morning in her first broadcast interview since quitting over her secret meetings with senior Israeli figures last year.

The government has still not agreed a deal to end its £50m commitment for the regional fire control “white elephant” in Cambridgeshire – nearly two years after negotiations started.

A police helicopter was involved in a search which continues this morning for a motorist involved in a single-vehicle crash in Suffolk last night.

James Blunt and Plan B have joined this year’s Newmarket Nights line-up.

Most read

Show Job Lists

Topic pages

Newsletter Sign Up

Sign up to receive our regular email newsletter
MyDate24 MyPhotos24