WAITROSE has launched a major initiative to help support elderly, homeless and vulnerable people in the community this Christmas.

The retailer will help provide Christmas lunch events for people who would otherwise be alone on Christmas day. The Okehampton store is asking organisers of local Christmas dinner events to get in touch so they can apply for support from the retailer. Other community groups and members who are interested in hosting such an event are also invited to apply for the support.

With a survey for Age UK revealing that more than 750,000 Brits over 65 say they always or often feel lonely, the support is aimed at cutting these numbers at what for many other people is the most sociable time of the year.

The campaign will see every Waitrose store supporting community Christmas lunch events, offering food, money and other resources. Hundreds of Waitrose volunteering hours are being offered for Waitrose staff to help plan events, while being fully paid by the store. Each of the store's 300 shops has an allocation of money and volunteering time to put towards community Christmas dinner events.

Waitrose community manager Tina Varns said: 'Through our Community Matters initiative our shops have been able to support such incredible work going on in communities across the country over the last five years — and we have learned first-hand how vital this kind of support is, providing lifelines to vulnerable people.

'This new isolation campaign will complement the great work our shops are already doing in their local communities, and we're excited about the different it will make to so many people.'

To find out more, call into the Okehampton store and ask to speak to Charlotte Tucker or Theresa Edwards, or call 01837 659008. The deadline for applications is November 15.