A retired Staffordshire firefighter is digging deep for the Poppy Appeal — by launching a JCB-themed badge to raise vital funds.

Kelvin Chell, from Audley, Newcastle-under-Lyme, has designed a bespoke JCB digger-themed pin badge with all proceeds supporting the Royal British Legion’s Poppy Appeal.

JCB and Fenton-based JCB supplier Rayne Engineering have joined forces to fund production of 1,300 of the badges, which will be available for a minimum donation of £4.

Kelvin has a long track record of raising funds for military charities through his bespoke badge designs, having raised more than £140,000 six years for the Poppy Appeal.

The badges will initially go on sale at the JCB Lakeside 5 and Fun run from 6pm on Thursday, July 9th, when hundreds of racers are expected to compete in the popular evening five-mile race and two-mile fun run course around the JCB World Headquarters at Rocester.

Kelvin said:

“I wanted to do something with a JCB theme to co-oincide with the company’s 80th anniversary year and because JCB is one of the great British success stories based in my home county of Staffordshire. It’s fantastic to have the support of both JCB and Rayne Engineering to bring the project to life. Every badge sold will help support veterans and their families, which is something very close to my heart.”

Andrew Simmell, owner of Rayne Engineering, added:

“We’re proud to support Kelvin’s efforts and to play a part in such an important cause. The Poppy Appeal does incredible work supporting the Armed Forces community, and this badge is a brilliant way to raise both funds and awareness.”

The official launch took place at JCB’s World Headquarters in Rocester, attended by JCB employees Karl Sutton, who served with the 1st Battalion Staffordshire Regiment and Tim Constantino, who served with the 16th 5th Queen’s Royal Lancers. Also at the unveiling was retired JCB employee Gil Mould, who served with the Royal Electrical and Mechanical Engineers attached to the Army Air Corps and is now a member of the Cheadle branch of the Royal British Legion.

Tim Constantino said:

“It is a real privilege to be involved in launching this initiative. Kelvin’s commitment to fundraising is inspiring, and these badges are a great tribute to both JCB and the Armed Forces community. I hope they prove hugely popular.”

Annemarie Jones, Regional Poppy Appeal Manager for the Northeast and Northwest Midlands, said:

“We are really grateful for Kelvin’s support over many years and we are very pleased that JCB and Rayne Engineering are contributing towards this year’s great fundraising initiative.”

The fundraising effort continues JCB’s long-standing support for the Royal British Legion, including the unveiling of a special poppy-themed machine which was auctioned for the charity in 2018 to mark the centenary of the Armistice.

Photo: Pictured left to right at the launch are Andrew Simmill, of Rayne Engineering; Annmarie Jones of the Royal British Legion Poppy Appeal; JCB employee Karl Sutton, retired firefighter Kelvin Chell; JCB employee Tim Constantino; Lord Bamford and retired JCB employee Gil Mould of the Cheadle branch of the Royal British Legion.