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Wholesaler to transform lives of children with cancer

Published by Wholesale News - February 1st 2024

A Birmingham-based wholesale business is set to transform the lives of children with cancer and their families as it funds a new breakthrough fellowship

Lioncroft Wholesale, with cash and carry depots in Aston and Smethwick, created the Lioncroft Foundation to support charitable initiatives locally and around the world. Founded by CEO Jason Wouhra, wife Daali and family from Lioncroft Wholesale, the Lioncroft Foundation has made a major donation to The Cancer Awareness Trust which has enabled it to appoint a dedicated Childhood Cancer Specialist – Lioncroft Fellow, in collaboration with Solving Kids’ Cancer UK, a leading childhood cancer charity.

The Lioncroft Fellow role, filled by clinical researcher Ali Timmons, will support families whose children have been diagnosed with Neuroblastoma, which is the second most common solid tumour in children after brain tumours and usually affects children under five.

“Sadly, cancer is an illness that affects large numbers of individuals and their families, including our own,” said Jason Wouhra OBE. “Childhood cancer is a heartbreaking condition and we are honoured to have the opportunity through the Lioncroft Foundation to support children who are diagnosed with Neuroblastoma.

“We are hopeful that through our support this condition will be researched further to provide help and guidance to families as well as the development of clinical trials to make enough of a difference to enable the elimination of this condition altogether.

Based in Birmingham, the role will help to develop cancer navigation pathways to support families to access essential information and support as they navigate the best possible treatment for their child, including wider support structures such as mental and financial health support.

The role will also have a considerable impact on The Cancer Awareness Trusts’ development of Cancer Platform, a world-first, free-to-use global resource that will provide patients with access to expert information quickly and easily. The first iteration of the platform will launch later this year.

Cancer Platform founder Prof Sir Chris Evans, said: “Ali has hit the ground running on the development of the childhood cancer pathway for Cancer Platform. She’s here thanks to the generosity of Jason and Daali Wouhra through Lioncroft Foundation and I’m truly honoured we are the recipient of their first grant as a new foundation. Together with our partner Solving Kids’ Cancer UK, we’ll ensure thousands of children with cancer get the support they and their loved ones need, when they need it.”

Kiran Sehmi, UK Director, The Cancer Awareness Trust, added: “The development of a specialised childhood cancer navigation pathway, especially targeting Neuroblastoma is an exceptionally fulfilling project for the Cancer Platform. It signifies potential impact on the lives of children and their families facing this particular form of cancer. This innovation represents a significant step forward in improving cancer care.”

“The Lioncroft Foundation aims to assist those in need, be it regionally, nationally or internationally,” said Jason. “This funding kickstarts the Lioncroft Foundation’s plans to support many more charities in the coming years.”

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