Shoppers at Sainsbury’s Amblecote store raised £10,420.55 for The Royal British Legion’s Poppy Appeal, by donating in store last October and November.

It takes the total raised by Sainsbury’s customers across the UK to over £3 million in 2017. Customers were also able to donate their old £1 coins, which went out of circulation earlier in the year.

The Poppy Appeal in the store was launched by 93 year old regular customer, Mr Joseph Bullock, Veteran of the D-Day Landings and recipient of the Order of the Légion d’honneur (Chevalier Degree), alongside Veteran David Sheaf of the 2nd Batallion Fusiliers, Private Sam Lunnon, RAMC and the Royal British Legion Worcestershire Riders Branch.

The success of the campaign, in store, was due to a 60 strong team of dedicated individuals, which also included collectors from Royal British Legion Amblecote Branch, the Scooter Club, customers, colleagues and inspirational craft and poppy makers, who manned the stall ,every day for the fortnight of the Poppy Appeal.

Amblecote colleague, Julie Bate, who is also the deputy Poppy Appeal Organiser for Wordsley and Amblecote, and café colleague Kate Clarke, mother of three serving sons and daughter-in-law, also had the honour of taking part in a Remembrance video for the Poppy Appeal, celebrating Sainsbury’s 23 year partnership.

In 2017, Sainsbury’s also marked the Centenary of the Battle of Passchendaele through sales of a commemorative pin badge, which can still be bought online through the Sainsbury’s website. Kevin Healy, Store Manager at Sainsbury’s Amblecote said:

“Our local community always get behind the Poppy Appeal and each year our customers and colleagues continue to dig deep to support the charity. We’re thrilled to have raised such a huge amount for The Royal British Legion and look forward to seeing what the future holds for the 23 year partnership.”

Ben France, Head of Corporate Partnerships at The Royal British Legion, added: ”We’d like to thank the Sainsbury’s customers and colleagues in the Brierley Hill area for their ongoing support.

"Money raised through the partnership continues to help the Legion provide care and assistance to our Armed Forces community, which includes serving personnel, veterans and their families.”