Priority Hour Launched across the County

In response to the corona virus, a Priority Hour Campaign for those shopping on behalf of the elderly and vulnerable has today been launched by the Hereford Business Improvement District along with partners including the Hereford Times, Herefordshire Council, Your Herefordshire, Hereford City Life, Sunshine Radio and Hereford City Council.

Mike truelove, Operations Manager for the Hereford BID commented “Like many national supermarkets during this time of crisis, we felt those supporting older people/ vulnerable, need to know they have a Priority Hour just for them where they are able to go straight in and shop for the essential food or medicine on behalf of those they care for. What we do not want is this vulnerable group coming out themselves as it is not safe”.

The scheme is open to any shop selling food and medicine, as per the Government guidance, that wishes to hold the priority hour and will operate every Wednesday between 0830 and 0930 on a trust basis. Shops wishing to join the campaign need to contact Mike Truelove at the Hereford BID who will email a poster to print for their shop window. Shops taking part will be regularly promoted amongst partners with an updated list for the public to see.

Mike Truelove added “if you are a relative/ friend/ carer looking after someone in real need then we want you to feel assured there is a priority slot to help you get the food or medicine you want. We know this does not solve all the problems that are out there but any help we can give will be hugely appreciated by those struggling – it’s really another story of Herefordians looking after each other as we often do in our great county”.

Mike can be contacted at the Hereford BID for details and a window poster by emailing 


  • We want as many shops selling either food or medicine (and permitted to open as stated by the Government) as possible to take part in the Priority Hour. The objective here is to provide a safe hour of prioritised shopping for those caring for the elderly - helping this group to not come out themselves could save lives.
  • The scheme operates each Wednesday, 0830-0930
  • Updates on active shops will be coordinated by the Hereford BID and shared with all partners who will promote on their channels