Find out why these donations are an Ideal gift to NHS staff and groups in Peterborough

TV shopping channel Ideal Shopping Direct, based in Ideal House, in Newark Road, where it employs 600 people, has donated hand sanitisers, hundreds of pairs of comfort shoes plus toiletries.

The company is also planning to launch a special NHS Heroes campaign.

The donations have been organised by the teams at Ideal’s head office and delivered by manager, Alison Smith, (28) of Stamford.

Sue Ryder Thorpe Hall Hospice, St Barnabas Hospice, Cambridge and Peterborough Health Visitors and five separate care homes in Peterborough have all received hundreds of bottles of 250ml hand sanitiser.

A further 550 units of essential toiletries for men and women were delivered to Peterborough and Stamford food banks.

Each pack contains items such as face wipes and toothpaste plus welfare and comfort items such as hand cream, shower gel and deodorant.

Five hundred new, black leather women’s comfort shoes were donated to Caring Together, a trust that provides services and help for family carers and their families.

Jamie Martin, chief executive at Ideal, said: “We recognise we are extremely lucky to be operating.

“Many of our customers are elderly and self-isolating and are unable to risk going to the supermarkets and so they appreciate our ability to deliver products to their door.

“We wanted to show just how proud and appreciative we are of all those putting themselves on the line for others and so we have committed to not only donating 10 per cent of all essential items currently sold to local charities, NHS units and the most vulnerable but we are also working hard to create a larger-scale NHS Heroes campaign.

“This will see us ramp-up our donation pledge and engage with the public to help identify those heroes who may need a little pick-me-up surprise too.”

Mark Mumby, lead nurse at St Barnabas Hospice, said: “We are very grateful to Ideal Shopping Direct for this donation. It has greatly helped to keep our staff safe while they deliver vital end of life care to patients.

“It is very heartwarming to know that companies are doing what they can to support health professionals to continue caring safely in these challenging times.”