HEREFORD businesses, in a campaign supported by the Hereford Times, have organised a special time for people caring for older and vulnerable people to do their shopping.

The Priority Hour Campaign for those shopping on behalf of the elderly and vulnerable was launched today by the Hereford Business Improvement District.

Mike Truelove, operations manager for Hereford BID, said: “Like many national supermarkets during this time of crisis, we felt those supporting older/vulnerable people needed to know they have a priority hour just for them where they are able to go straight in and shop for the essential food or medicine on behalf of those they care for.

"What we do not want is this vulnerable group coming out themselves, as it is not safe.”

The scheme is open to any shop selling food and medicine, as per Government guidance, that wishes to hold the priority hour, and it will operate every Wednesday between 8.30am and 9.30am on a trust basis. It has the backing of several organisations in addition to the Hereford Times.

Shops wishing to join the campaign should contact Mike Truelove at the Hereford BID. He will email a poster to print for their shop window.

Shops taking part will be regularly promoted among campaign partners, with an updated list for the public to see.

Mr Truelove said: “If you are a relative, friend or carer looking after someone in real need then we want you to feel assured there is a priority slot to help you get the food or medicine you want.

"We know this does not solve all the problems that are out there, but any help we can give will be hugely appreciated by those struggling – it’s really another story of Herefordians looking after each other as we often do in our great county.”

Mike can be contacted at the Hereford BID for details and a window poster by emailing

Hereford BID is an independent not-for-profit company that is led by business people trading in the city, and aims to support their commerical success.