Explorer and environmentalist, Ben Fogle was at Ballyholme on Thursday to launch TIDY Northern Ireland's Green Coast Award which is supported by Coca-Cola Bottlers (Ulster Ltd).

The brand new award is a symbol of environmental excellence, aimed at rural beaches in Northern Ireland that may not have the facilities associated with resort beaches.

The Green Coast Award aims to acknowledge, promote and protect the natural, unspoilt environment of these beaches. The award is a unique opportunity for well managed beaches which have the highest standards of water quality but which have not yet had a chance to be recognised with an award due to the rural nature of the beach.

Speaking about his enthusiasm for the Green Coast Award, Ben Fogle, said: "I was delighted to be asked to be here today to help TIDY Northern Ireland and Coca-Cola highlight the environmental issues that result from poor coastal care. It’s no secret that I’m a passionate explorer and my travels have taken me all over the world. I have seen some exceptional landscapes but I have also witnessed first hand the impact of irresponsible behaviour on the environment.

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“Northern Ireland is world famous for its dramatic and beautiful coastlines but in order to keep it that way, local communities must take responsibility for their beaches, keep them clean and uphold their natural beauty. The Green Coast Award provides a great incentive for people to be pro-active in doing this."

Marie Campbell, public Affairs and Communication Manager for Coca-Cola Bottlers (Ulster) Ltd, said: "We look forward to working with TIDY Northern Ireland in the coming months to encourage coastal communities to become more responsible for their surroundings and improve our beaches for the benefit of visitors and the environment."

Pollution is detrimental not only to marine life on beaches and coastlines but it also reduces visual pleasure for visitors, commenting on the extent of the problem, Ian Humphreys, Chief Executive of TIDY Northern Ireland, said: "Litter is causing a huge problem on rural beaches and shorelines in Northern Ireland. It is unattractive to tourists but worse than that, it's polluting our waters and shorelines and even interrupting the aquatic ecosystem.

“Through the Green Coast Award we will be appealing to local communities to be more aware of their behaviour and the affect it is having on their beaches."

You can get involved in the Green Coast Award by setting up a Clean Coast Programme Group in your area. For more information ring 0845 86 206 86.

(GK/JM)