Midlands Air Ambulance Charity’s new store on Hereford’s high street has raised the equivalent of forty-two lifesaving missions in its first six months.

Since opening in July 2023, customers have flooded into the charity’s shop on Commercial Street, Hereford over the summer and the festive period to support the region’s vital pre-hospital emergency service.

The local community has assisted the lifesaving service by shopping in store and donating their pre-loved goods, which has seen over 23,500 sales of donated items.

Emma White, retail operations manager at Midlands Air Ambulance Charity, said: “Our lifesaving crew of advanced critical care paramedics and doctors attend 4,500 missions a year.

“Thank you to our loyal high street shoppers, who has made forty-two of these missions possible by bagging a bargain in store and donating their pre-loved goods.

“A huge thanks also goes to our dedicated team of staff and volunteers who have helped make our store a huge success.”

Karen Clements, Hereford shop manager, said: “It’s been fantastic to be a part of the charity’s growing trading company at our Hereford shop.

“The support shown by the local community has been incredible, with people even donating homemade Midlands Air Ambulance Charity themed gifts in store.

“If you are local to Hereford town centre, please feel free to pop in and say hello to our friendly team of volunteers and learn more about the charity’s vital work.”

Midlands Air Ambulance Charity has noted that it’s shoppers at its Hereford store love to read as more than 5,000 of the items sold were books, which if stacked up would be taller than Hereford Cathedral.

The charity is currently looking for enthusiastic volunteers to help in store. To register your interest, please contact volunter@midlandsairambulance.com

To learn more about donating pre-loved goods, visitmidlandsairambulance.com/charityshops or join the Hereford shop Facebook group at facebook.com/groups/maachereford .

Find out more about the charity’s vital, lifesaving service by visiting midlandsairambulance.com or by following the charity on social media.