The Channel Islands Co-operative Society is partnering with the Priaulx Premature Baby Foundation to provide in-store collection boxes for items needed by local families.
For National Prematurity Awareness Month, Co-op stores are marking certain items with purple labels.
Shoppers can buy these nappies, wipes, and travel-sized toiletries and place them in collection boxes to support families with premature babies.
The Priaulx Premature Baby Foundation (PPBF) will sort these items into baby boxes and emergency overnight bags to support families with premature babies.
PPBFs' Sara Edmonds says this is an easy and accessible way for islanders to relieve some stress for families.
"Our shopping list may seem basic, but the little things make a big difference.
"When you suddenly find yourself being medivaced to Southampton or needing to stay in hospital longer than expected, having the essentials delivered to you takes one more worry off your plate and saves a loved one from having to frantically pack.
"We want families to focus on themselves, and we continue to do everything we can to support this."
CEO of CI Coop, Mark Cox, says the team is proud to get involved.
"At the Coop, community is at the heart of everything we do, and this initiative is a powerful way for islanders to come together and support families facing the unexpected challenges of premature birth.
"By simply picking up a few extra items while shopping, our customers can make a meaningful difference. It’s a privilege to help raise awareness and contribute to the PPBF’s vital work."
PPBF says around 1 in 10 babies are born prematurely.
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