GIFTMAS TREE BRINGS THOUSANDS OF PRESENTS TO NORTH WEST CHILDREN WHO MIGHT OTHERWISE MISS OUT

Nothing says Christmas like a tree surrounded by heaps of shiny wrapped parcels just waiting to be opened on the big day. But for many North West youngsters, the painful reality of poverty means they may not receive a single present.

However thanks to a unique ‘Giftmas’ tree appeal by pubs owned by the Joseph Holt Brewery, big hearted customers have ensured that thousands of children will have a present to unwrap on Christmas Day.

The initiative has involved replacing the pubs’ traditional Christmas tree decorations with tags hung on branches, marked with an unnamed child’s age and whether they are a boy or girl.

Customers have then taken away the tag and replaced it with gift appropriate for that youngster.

And as well as taking place in pubs, an equally large Giftmas tree was set up at the Joseph Holt brewery’s Manchester headquarters where members of staff also stepped up and donated piles of presents

“Toy appeals are especially important at Christmas,” said Richard Kershaw, CEO of Joseph Holt Brewery. “What makes our Giftmas appeal truly unique is that our wonderful customers can make their contributions personal, really taking the time to think about the individual child they are buying a gift for.”

The Giftmas tree idea, unmatched by other companies, was pioneered by Joseph Holt pub landlords Suzanne Tingle and Paul Spink who run the Half Way House in Blackpool.

Since its launch, the response has been overwhelming. Many of the gifts have been distributed via local resources for children in need across the North West.

Children are a particular focus for Joseph Holt as the company’s annual charity appeal is this year focusing on four Children’s Charities – with the aim to raise £250,000 which will be divided between each organisation.

These are:

• Derian House, a charity providing respite and end-of-life care for children and young people across the North West.
• Wood Street Mission, supporting children and families living on low incomes in Manchester and Salford
• Francis House Children’s Hospice
• Fylde Kids Foundation, helping children on the Fylde Coast affected by financial hardship

Recently released figures show that 35% of children are living in poverty. According to new research by Family Action, one in six parents say the cannot afford a gift for their own child.

Added Richard Kershaw: “The Giftmas tree shows again how our pubs and indeed our head office really are at the heart of the communities where they are based. It is heartbreaking to think of children going without presents this Christmas. Thanks to our generous customers and staff many now won’t have to”.