UK: Big Issue founder launches new social enterprise

A new social enterprise has been launched in the UK to re-vitalise local communities by offering an affinity scheme to customers using local shops and services. Wedge has been established by John Bird, founder of The Big Issue, to run the Wedge Card – a loyalty card scheme that enables users to get discounts and special offers from hundreds of local shops and independent businesses. The cards are now available to buy online for £20 and a proportion of each sale goes to a charity and to Wedge to help the enterprise become sustainable. Currently the Wedge Card is only in operation in central London, in shops ranging from fruit and vegetable stalls to bicycle repair businesses, however it aims to roll out across other areas of the UK in the future. www.wedgecard.co.uk