Herefordshire Council is launching a new free parking initiative called “Pop and Shop”.
From April 23, motorists can park for free for up to 30 minutes in all council-operated pay and display car parks and on-street bays.
The scheme is designed to make quick visits to shops, cafés and services easier.
Drivers will still need to enter their vehicle registration at the machine and display a ticket.
Barry Durkin says the initiative will help increase footfall in town centres and support local businesses.
New keypad machines have been installed to make the process simple and fair.
Officials say the aim is to boost high streets by encouraging more short visits throughout the day.
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