A TOP food wholesaler that employs ex-service personnel is on a special mission to support the annual Poppy Appeal.

Harlech Foodservice are displaying the emblem of the Royal British Legion’s annual appeal on over 40 lorries of their distribution fleet which delivers across Wales, the North West and the Border Counties.

The company, which this year celebrates its 50th anniversary, is also signing up to the Armed Forces Covenant at a special ceremony at Caernarfon Castle on Thursday, November 30.


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It’s a special commitment which means a lot to former Welsh Guardsman Daniel Jones, from Llanystumdwy, who spent 14 years with the regiment including two tours of duty in Afghanistan where he lost several comrades.

Daniel, 35, who grew up in Porthmadog, is now a night warehouse manager at the company headquarters near Criccieth.

He said: “It’s really good to see people supporting the Poppy Appeal because it seemed to have dropped off but that pride in our armed forces is coming back.

“I did two tours in Afghanistan and we lost a few comrades including our commanding officer as well as many who were injured but people can sometimes forget about the ones we lose afterwards.

“What you don’t always see on the ones who come home are the internal issues because it’s not just about the ones who passed away. It’s also about the ones who are still suffering.”

Warehouse manager Neil Williams, 49, who lives in Abersoch, served with the Gloucestershire Regiment, known as the Glosters and one of the oldest in the British Army.

He said: “It’s great to see the company supporting the Poppy Appeal. It’s something that’s important not just to ex-servicemen like us but to everyone.

“It’s important to remember the sacrifices made and to provide support to those who have served their country and their families.”

Harlech Foodservices has bases at Criccieth, Chester and Merthyr Tydfil.

The company employs about 200 staff and runs a fleet of vehicles to deliver up to 5,000 product lines to cafés, restaurants, pubs and public sector customers across Wales, Shropshire, the Midlands and the North West.