Staff at a supermarket in Leek are set to raise funds for a wildlife charity over the next 12 months.
Sainsbury's Leek has announced that Staffordshire Wildlife Trust will receive a year's worth of fund-raising and awareness support.
The Staffordshire Wildlife Trust aims to protect and enhance the wildlife and wild places of Staffordshire and to promote understanding, enjoyment and involvement in the natural world.
It is now the custodian of the iconic 1,000-acre Roaches landscape near Leek.
The trust ecently launched an £175,000 appeal to upgrade the site's pathways over the next three years.
To celebrate the link-up, a launch day will be taking place at this year's Leek Show on Saturday, July 26, when representatives from Staffordshire Wildlife Trust will be on hand to greet customers throughout the day.
The store team will also be fund-raising for their newly-chosen charity by holding a collection on the day, together with a practical activity organised by the Staffordshire Wildlife Trust.
The national retailer's Local Charity scheme is now in its sixth year and gives customers the chance to vote for their favourite local group to be considered to receive a year's worth of support from their Sainsbury's store. The scheme has raised more than £6 million to support local charities since 2009.
Sainsbury's Leek, in Macclesfield Road, had great success in supporting previous local charities and last year raised over £2,500 for Moorlands Home Link.
Customers were asked to suggest which charity the Sainsbury's store should raise funds for, before store colleagues then decided that Staffordshire Moorlands Wildlife Trust would be that charity.
Sainsbury's Leek store manager Julie Hatton said: "We have had a great response from our customers this year, both through in-store and online votes. We are delighted to have chosen a charity which touched many of our colleagues' hearts.
"We will now be working closely with the charity to ensure they really benefit from being our Local Charity for the next 12 months."
James Dennison, Fund-raising Manager from Staffordshire Wildlife Trust said: "We know the success that the Local Charity partnership has bought to many charities in Staffordshire Moorlands, so when we received the recent phone call to tell us the news, we were thrilled.
"We hope the partnership will help raise awareness of our cause to the store's customers and will help us develop the important service we provide to the community."