Telford Crisis Network, which runs food banks at locations around the town, found itself unable to immediately answer a recent urgent plea for baby milk formula, which it did not have in stock. A supply was found, but later in the day than was ideal for the child’s wellbeing.

The experience prompted the Network’s coordinator, Jake Bennett, to put out a plea to Telford businesses for one to take responsibility for ensuring an emergency supply of baby formula was always available.

Security and engineering specialists, Citadel Industries, answered the call and made sure a stock of urgent supplies was made available the same day. Now Cow & Gate milk suitable for all three available age stages is on hand for emergency provision to desperate parents and has already been called upon a second time.

Mr Bennett said: “There is little that is more important than ensuring a baby gets fed – and that this happens without any unnecessary delay. This was a new situation, which is why we were unprepared, but with the kind support of Citadel Industries, we now have it covered so that we can respond when it’s needed. A small amount of each type of milk, for the different ages, is now kept at four of our locations across Telford so that it can be easily reached by a parent who is in crisis. This makes a tremendous difference and is just one example of why the support we receive from Telford businesses is crucial – and we can always use more of it!”

Operations director for Halesfield-based Citadel Industries, Chris Brydges, said: “We have been supporting Telford Crisis Network in a more informal way but when we received the appeal for something as important as this we realised it was time to make a more solid commitment to ensuring the charity can provide this critical support for babies in struggling families.

“This is a fundamentally important issue and it is one that our workforce believe in and have actively supported themselves. We would urge other companies in Telford to think about what they might be able to do to help. Any contribution can make a tremendous difference.”

The Telford Crisis Network is an informal network of public, private, voluntary and community sector agencies who are working together to support people in crisis across Telford & Wrekin. Individuals and families seeking help either apply through the Network’s crisis support line directly or are referred by partner organisations. The service provides food parcels to members of the community who have no other options.