“Covid has heightened people’s awareness of environmental issues,” says chair Julia Reynolds, who previously in her career created the Florence and Fred fashion brand for Tesco.

“During the lockdowns, people spend more time with their families, more time outdoors, more time enjoying the simple things in life. Not having the air traffic or road noise, hearing the birds sing – it is poignant. I think the experience has escalated the sustainability movement.”

But is this increased ethical and environmental consumerism really here to stay? Karine Trinquetel from Kantar’s sustainable transformation unit, believes so.

“During past recessions, we have seen a decline in people placing sustainability as a priority,” she says. “This time around the story looks different.

“People’s views on sustainability have become reinforced, even accelerated. We are at a tipping point. All around the world, people are expressing an appetite for change.”

Back in Yeovil, Ms Bird agrees. “Small changes can add up to much bigger ones,” she says.

“Before you know it you’re thinking about everything you do. If everyone made one small change that would be millions of changes.”