GroceryAid, the charity that offers support and advice to those working in the grocery sector, which includes forecourt staff, has undergone the “biggest brand refresh in its 168-year history”.
The charity intends that its new look will encourage staff to seek out its services, which span everything from financial assistance for people undergoing financial hardship, to emotional support for those experiencing challenging life events.
Under the strapline “the help you’ve earned”, the charity emphasises that the help it provides “isn’t a handout, but a service earned by grocery workers through their hard work, dedication and contribution to the sector”.
The organisation also hopes the refresh will encourage “a new younger and more diverse demographic” to seek out its services, and says its new look provides a “more modern and contemporary feel”.
The charity spent £6.5m in welfare resources over 139,000 support incidents in the last financial year, and issued 8,504 financial grants.
Kieran Hemsworth, GroceryAid’s chief executive, comments: “Everyone needs a helping hand sometimes. This isn’t about charity in the traditional sense – it’s about providing easy access to the support our colleagues have earned through their contribution to an industry that serves millions every day.
“Our new look emphasises mutuality and shared experience. We are grocery people supporting grocery people and understand the challenges our colleagues face, whether at work or at home. We’re here to provide relief in tough times, in whatever shape that takes, and are committed to reaching even more people who need us.”
