THE work of the Little Princess Trust has received a massive boost thanks to a city-based supermarket.

Staff at Sainsbury’s adopted the trust as their charity of the year at the beginning of this month, with a target of £10,000 to be raised by next summer.

But kind-hearted customers and Sainsbury’s employees gave almost £3,000 within a week of its launch.

“The aim was to raise £10,000 in 12 months but we are set to smash that a lot sooner than any of us expected,”

said Ian Griffiths, duty manager at the Barton Yard store. “When we get to the £10,000 mark, we will just keeping going and try to raise as much as we can for the trust.”

The idea to support the Little Princess Trust, which provides wigs and hair pieces to children who have suffered hair loss through cancer treatment, came after Sainsbury’s asked customers for ideas on which charity they should support in the coming year.

Many suggestions were put forward but the store’s Colleague Council made the final decision.

“We invited representatives from each of the charities to give a pitch to us on what they do and why we should support them,” added Ian.

“They were all very deserving but the trust seemed to tug at the heart strings, particularly because it helps children.”

During the launch week, a phenomenal £1,666 was raised through donations with more than £1,000 collected through merchandise sales.

Trust chairman Tim Lowe said the charity was overwhelmed by the terrific start to the campaign.

“We are extremely grateful to the store’s customers for suggesting us in the first place and for the staff for choosing us,” he said.

“The store had a great feel on that first morning.

“We have found in the past that people in Hereford are extremely generous.”

Sainsbury’s colleagues raised awareness of the campaign through events such as a Pink Flower Day and Bad Taste Day.

Collection tins were placed at the end of each checkout and they plan to host events promoting the charity each month.

LITTLE PRINCESS TRUST FACTFILE:

■ Provides wigs and hairpieces for children who have suffered hair loss as a result of cancer treatment and other illnesses

■ Has helped close to 250 children across the UK

■ Wigs are custom made, mainly in the USA and China, using real hair partly supplied by the charity for the perfect effect

■ Needs £130,000 to create a store of wigs allowing a cut in the current eightweek wait

■ Has no paid committee with the charity formed by volunteers

■ The charity can be contacted on 0845 094 4509 or via e-mail to info@littleprincesses.org.uk

■ Donations can be made via cheque, to Little Princess Trust, 28 Castle Street, Hereford HR1 2NW. Hereford branches of NatWest will host paying-in books.

Donations can also be given by following Just Giving links at littleprincesses.org.uk