"It has been very different from them," explained Ms Murdoch. "They have mainly been in cities so it has been a real challenge in Dumfries and Galloway."

Nonetheless, at the last count there were about 80 businesses signed up.

"We got a few key businesses on board first," said Ms Murdoch.

"I thought if we can get a spread across the area then we could do a virtual launch.

"There was nothing in Scotland and we wanted to make Dumfries and Galloway the first area with coverage."

Since then it has reached other parts but the region still has a greater concentration per head of population than anywhere else in the country.

"It is really good for Dumfries and Galloway as people come here from other areas and it's great for them to see what businesses are involved - it fits into people tourism," said Ms Murdoch.

"It affects all of us - plastic is already in the food chain, it's already in our water.

"I love the fact that the government is getting involved and saying we have got to do something."