Every day this week, we’re shining a light on a business making positive action during the Covid-19 outbreak. It’s important to know who the good guys are right now – and we need all the good news we can get. Here’s some cheering news for your Tuesday:

Iceland Foods has today announced its next steps in supporting the most vulnerable, as the effects of the Covid-19 crisis continue to take hold. Last week, Iceland was the first supermarket to announce dedicated hours for the elderly and the vulnerable and the retailer announced exclusive hours for the NHS over the weekend.

Today, Iceland is opening up a means for customers and members of the public to support people in need, in response to overwhelming demand from the public to do so. The retailer will be encouraging donations to the National Emergencies Trust, set up with the support of major charities. The National Emergencies Trust is raising vital funds for the people most affected within our communities. By supporting local charities they will get help to the most vulnerable people, ensuring they are cared for and supported.

Iceland Supports the Most Vulnerable During Covid-19

Iceland has seen a surge in enquiries from customers seeking ways to help their local communities. To ensure support goes to those who truly need it, Iceland will be using its homepage to enable shoppers to donate to the National Emergencies Trust, reaching its millions of customers with the call to action.

Iceland will be including a donate banner on its homepage and links via its social media channels to ensure it’s as easy as possible for customers to show their support for the National Emergencies Trust during the current Covid-19 crisis. The retailer will also email its customers with details of how to donate, further supporting in signposting to the appeal.

The Iceland Foods Charitable Foundation has already donated £150k to Age UK’s Emergency Coronavirus Appeal during the current health crisis as older people find themselves some of the worst hit within our communities. The charity is seeking £10 million in donations to ensure it can continue to deliver its vital services. The donations will help support Age UK’s national telephone friendship and advice line as well as front-line local Age UK support including food packages for older people.

For more information about Iceland Foods Charitable Foundation and the action the retailer is taking to support elderly and vulnerable people during the Covid-19 outbreak, please visit www.Iceland.co.uk