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To celebrate its 20th birthday last year and in the hopes of giving back to a retailer in the community, Boost Drinks offered its stockists the chance to win a £20,000 cash prize, to help support their business and those close to them.

The lucky winner of the prize was Julie Kaur, owner of Jules Convenience Store in Telford. We look at how she has spent the £20,000 that was kindly donated by Boost.


She has used the money to support the local elderly and Windrush communities through re-instating and maintaining their local meeting groups; organised a bike stand and social meeting point outside the store as well as installing bleed control kits for emergencies; support two rugby players from the area as well as work encouraging young girls to get involved in football.

Making the money stretch as far as possible Julie organised a Santa Fayre and Jubilee party for the community.

Julie explained what the process was like, and how the fund has helped her and those around her.

“Following research in the community, we worked with a local volunteer to put together a business proposal for a community café. Sadly, whilst we were preparing to put the case forward, an independent café opened in the premises we had hoped for. Still having the community as a priority, we knew we couldn’t lose focus, and put a plan B into action – applying for The Boost 20th Birthday Fund.

The process was relatively easy and involved gathering a range of ideas from our audience. We noted these down and utilised four volunteers and our in-store team to see what was feasible, then put our case forward. In all honesty, it was overwhelming to win such a generous amount of money. It came as a massive surprise because everyone that applied for the funds had reason to win.”

Although surprised that she won, Julie quickly set out how the money was going to be allocated. “Our priority was to keep the elderly in the area feeling loved over the festive period so on Christmas Eve we visited those in need with a Boost goodie bag full of chocolates, cakes, and a Christmas candle. We also managed to support the Windrush group, supplying them with fortnightly refreshments and covering their meeting room hire for a whole year! A lot of these people had been isolated during Covid-19 and it felt of the utmost importance to keep their community groups up and running, as a source of happiness and solace for them.”

Creating a sense of community was also vital for Julie and her team. “We placed a bike stand outside the store to encourage people to meet, have a coffee and chat, in the hopes of strengthening relationships and building friendships for those around us. In addition, we installed three bleed control kits in local venues for emergencies, hosted a Christmas Fayre complete with a Santa Clause for the children, sponsored a male and female rugby player in the local area for the Telford Hornets Rugby Club and provided football bibs for local young girls to encourage them to get into sports.”

The team worked with the local community to create more events to bring people together. “On my 50th birthday, we hosted a Jubilee party for the elderly residents in the area, with over 50 people attending for tea, coffee, and cake. The Lord Lieutenant of Shropshire and the Mayor of Telford cut the Jubilee cake, we finished the day off with fish and chips – I couldn’t have asked for a better birthday! We’re now working with Telford and Wrekin council for their Safer Stronger Partnership, helping deliver self-defence class in the local area, in the hopes of keeping our community strong and safe.”

She says that this has just been the start of the support and that winning the money helped encourage others to get involved. “Winning the competition and working with the local organisations has made such a difference. Hearing people thank us for the support we’ve been able to give them means so much and has meant we’ve built connections with the local schools, football clubs, Windrush communities and places of worship. More organisations have now come forward for help, and it’s so rewarding being able to offer the much-needed support to other people.

“The £20k was won by us, but the real winner is the difference it’s made to so many walks of life.”