CAVERSHAM Traders Association’s loyalty card scheme won initiative of the year at the Reading Retail Awards — the first time a collective has picked up the prize.

Jude Chapman, vice chairman of the independent business association, said they were really proud to have picked up the award.

The owner of Dancia International, Prospect Street, said the association was thrilled at being picked the winners.

She said: “We were up against two other Caversham independent businesses — so whoever won, Caversham would have been the winners.”

The card was launched before Christmas last year with 20 shops, services and restaurants offering a discount to card holders.

Just months later the scheme now has 40 businesses signed up to offer discounts and 1,000 card holders who pay a fee to be eligible for the different benefits.

The card costs £5 for pensioners, £20 for an individual and £25 for two people in a household. The card can be purchased by anyone in Reading. The card comes with £50 worth of vouchers and promotions change throughout the year.

Mrs Chapman said: “We are all volunteers who run our own businesses in the day and then want to support other independent businesses in Caversham.

“We want to bring business into Caversham and to keep it here.”