Staff at a supermarket in London Colney joined volunteers and crew from Hertfordshire Air Ambulance to launch a new charity partnership.

Representatives from the air ambulance managed to raise more than £550 on Saturday as they celebrated this branch of Sainsbury’s naming them as its charity of the year.

The supermarket, which is located in Colney Fields Shopping Park, selects a different charity every year to raise money for.

Dawn Easby, senior fundraising co-ordinator at the air ambulance, said: "I think it was one of their quieter Saturdays because of the Olympics but it still went really well.

"We were chatting to people and telling them about the service.

"We had a really nice response from people."

The mayor of Hertsmere Pat Strack, who also supports the ambulance as one of her nominated charities, also attended Saturday’s fundraiser.

Over the next year the store will hold a number of different fundraisers including fancy dress days to raise cash to support the fund.

Stuart Priest, deputy manager, said: "For us it is a stand out charity that could be life changing for so many people.

"You never know when you might need it.

"The costs to run it are huge."