The sky's the limit with new Charity of The Year

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Ludlow Food Centre has selected Midlands Air Ambulance Charity as its Charity of The Year for 2016-17 – and has vowed that the sky’s the limit.

After more than 100 votes were placed by staff, Midlands Air Ambulance Charity (MAAC) was a clear winner, gaining more than 40 votes alone against five other local and national charities.

Jon Edwards, Managing Director at Ludlow Food Centre, said: “Supporting charity is something at the very heart of Ludlow Food Centre’s ethos – supporting local people, and giving back to the community.

“MAAC needs to raise more than £7 million each year to keep its three life-saving aircraft operational, and we’re thrilled that we’re able to get on board and raise much-needed cash that will help thousands of people.

“Many living in Shropshire’s rural communities see the charity as a vital lifeline, offering a rapid response in life-threatening situations.

“We’re looking forward to organising fundraising events throughout the year, and seeing how much we can raise – we’ve set ourselves a target of £5,000, but the sky’s the limit!”

Maria Jones, Fundraising Manager at Midlands Air Ambulance Charity, added: “We’re delighted to be working alongside Ludlow Food Centre, as a champion of both local produce and local people.

“While each and every donation we receive makes a difference, having support from local businesses throughout the year is something we simply can’t do without.

“We’re grateful and honoured that Ludlow Food Centre will be supporting us over the next 12 months, and look forward to seeing how much we can raise across all areas of the business.”

Midlands Air Ambulance Charity was founded in 1991, and is this year celebrating its 25th anniversary. In December 2015, the charity had completed 43,776 missions, with around 35% of incidents coming from road traffic collisions.

To contribute to Ludlow Food Centre’s fundraising effort, donate online by visiting, or donate using the charity boxes across Ludlow Food Centre, Ludlow Kitchen, The Clive and Ludlow Pantry.

For more information on MAAC, visit

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