Supporting those who support us.

SSAFA (Soldiers, Sailors, Airmen and Families Association) is the UK’s oldest national tri-service military charity. Founded in 1885, SSAFA exists to relieve need, suffering and distress among the Armed Forces, veterans and their families; supporting their independence and dignity. It is now a century on from the end of the First World War, and the demand is increasing for the support and assistance that SSAFA can offer.

The values that SSAFA uphold are:

 – Understanding: Showing empathy. Giving a helping hand to those in need and distress.

 – Commitment: Professionalism. Being beneficiary-focused in all they do. Being accountable for their actions. Being open, transparent and acting in the interests of the people who use or need the charity’s support.

 – Fairness: Consistency in how SSAFA deal with people. Acting with integrity and not making moral judgements; not discriminating; promoting inclusivity and diversity.

 – Courage: Standing by what they believe when they need to challenge accepted wisdom. Trusting in their ability. Doing the right thing, however hard. Questioning actions not consistent with their values.


This year HSL has chosen to support this worthy charity during the week leading up to the official Armed Forces Day (Saturday 29th June). During that week, we will give you, our customers, the opportunity to make a donation in collection boxes provided in-store.

We are also proud to be taking part in a national event called ‘The Big Brew Up’, which is organised by SSAFA. We will be providing a cup of tea, coffee or biscuits, a complimentary service we offer every day, but for this week, we will be specifically recognising our armed forces as we do so.

The funds we raise will help make a difference to the lives of the beneficiaries of SSAFA and, of course, raise awareness of this worthy charity.

The Big Brew up will run from Monday 24th until Saturday 29th June

In the autumn of this year, we will also be supporting our Armed Forces through having collection boxes during the Poppy Appeal. More information on this will be available soon.