MIDLANDS Co-op employees aim to raise at least £ 200,000 over the next two years for the British Heart Foundation, the society's selected charity for 2008/09.
Each year all the society's 7,500 employees are invited to vote for a charity from a shortlist provided by Midlands Co-op's Charity Committee.
The 2007 campaign came to a close in December after raising over £ 250,000 for the Alzheimer's Society, so now all Midlands Co-op's fundraising efforts will be focused on BHF, the nation's heart charity, which carries out pioneering research and plays a crucial role in patient care and circulating vital information.
Over the past nine years, Midlands Co-op staff, customers and members have raised £ 1.5 million for various charities.
Previously a charity was supported for one year, but in order to maximise fundraising opportunities, this will be the first time Midlands Co-op has adopted a charity for two years.
Cyrrhian Macrae, Midlands Co-op's Head of Community & Co-operative Affairs, said: "Every year our staff pledge to raise £ 100,000 for their corporate charity and, I am pleased to say, for the last four years, they have exceeded this total by more than double.
"We are excited about our new two-year partnership with the British Heart Foundation as all the money raised will help to make a positive impact on its fundraising initiatives for research and patient care to benefit those affected with heart disease in the Midlands."
Pictured with BBC WM radio presenter Ed Doolan (back left) at the launch of the BHF fundraising project at Midlands Co-op's Stirchley Superstore are, Funeral Services Manager John Homer and Hearts & Flowers Florist Manager, Angie Copleston.