A delivery service yesterday launched a social media bid to stamp out bad driving by staff.

Sargasso Sea, which started in 2019 as an app-based food delivery service and branched out into the retail sector, admitted in a Facebook post that some of its staff had sparked complaints.

But the company promised it was “taking a stance on the recklessness”.

It added: “Our riders must slow down. People’s lives matter.”

Colin Rego, chief executive and founder of the company, said Sargasso’s team had grown with “therefore more riders and drivers on the road, 70 per cent cars and 30 per cent bikes”.

He added: “There are two to three main roads in Bermuda so there's high chances that our yellow bags are easily noticeable.

“No one has every been hurt for reckless riding but complaints are increasing.

“People's lives matter. Plain, simple.

“We will not condone reckless riding as we all have loved ones out on the roads.”

Me Rego said the company was “kindly requesting support and proper reporting from the public so we can address the concerns”.

“Agents have been advised that if found guilty of reckless and dangerous riding, they will be warned once and at any point of a second violation, they will be pulled from the roster effective immediately.

“Furthermore, we have hired a lead logistics manager that we are fully dedicating to monitor and manage the delivery agent team.”

Sargasso’s Facebook post thanked the public for “continuously making us aware of the unsafe road practices of some of our agents”.

The company announced it was “now taking our efforts external and asking you to assist us in identifying those who simply refuse to comply with the rules of the road”.

The growth of the service made delivery riders, identifiable by their distinctive yellow Sargasso Sea branded delivery boxes, a common sight on the roads.

But complaints appeared on some social media sites of speeding and reckless use of the roads by some delivery staff.

The company post said that “Instagram and Facebook are great ways to discuss how to tackle things, but action is what changes it”.

Sargasso Sea added that “we truly want all of our agents to understand that life gives us no do-overs”.

The firm appealed to the public to report unsafe driving at the agent@sargassosea.app.

People should include details such as the time, location, vehicle and driver description, the licence number and the location.