Bedale-based food company, HECK!, has taken a significant step towards addressing rural isolation by donating a pink minibus to the local community. The family-run sausage and burger business is making the nine-seater bus available to elderly residents, offering a vital lifeline to help them access shops, markets, and day trips. The initiative is designed to support residents, while also benefiting local businesses in nearby market towns.
The idea for the minibus came from HECK!’s community work during the Covid-19 pandemic when the company began delivering groceries to vulnerable residents who couldn’t leave their homes. Reflecting on this experience, co-founder Jamie Keeble said, “We realised how much rural isolation there is in our local community, so we started to look at different ways to support people after the pandemic.”
In addition to grocery deliveries, HECK! began organising community lunches and other social gatherings, such as “Souper” Fridays at the local village hall. Keeble explained, “Our Community Ambassador Becky started talking about what else we could do to help, and transport was high on the agenda.” The team soon identified that many residents, particularly the elderly, were struggling with limited transport options, leaving them feeling cut off from the wider community.
Reverend James Gyn-Thomas, rector of the local parish, highlighted the importance of the initiative. “Many locals explained at our lunches that they struggle to get out with so few bus routes in the area. As a result, they felt very isolated, so the team came up with the idea for the pink bus to get people to markets, enabling them to shop, meet up, and connect. It really is a lifesaver for some, especially the elderly and those living in a rural community.”
Research commissioned by Age UK shows that over 1.1 million older people rely on public transport not just for getting around, but also for the social contact it provides. Health and mobility issues, combined with the lingering effects of lockdown and the impact of the cost of living crisis, have contributed to what some describe as a “loneliness epidemic.” Local parishes near HECK! show a particularly high risk of loneliness on Age UK’s map.
HECK!’s answer to this is the nine-seater minibus, which can be driven by anyone in the community with a clean driving licence. The bus was launched on 8 October with a trip to the local market town of Masham and has already attracted strong support. David Skaith, Mayor of York and North Yorkshire, said, “It’s well known that people are likely to become more reliant on public transport as they get older – we need to ensure everyone can continue to get to essential services and leisure activities. This scheme is a brilliant example of a local business supporting the needs of the local area.”
Peter Wright, a vet in Thirsk and star of the Channel 5 series The Yorkshire Vet, also praised the initiative. “As soon as I heard about this, I wanted to support it. In my work as a vet, and also on the show, we see every day how difficult transport and mobility are for some of our community. I’m looking forward to the inaugural trip!”
Jamie Keeble emphasised that the bus will serve a variety of community needs, including helping other small businesses. “It’s really good we can give back to the community that has supported our business since we started. It’s quite isolated where we are and local bus services have been axed. The local school doesn’t have much funding for transport either. We’re also hoping that by transporting people regularly to local markets, we’ll be able to support other small businesses. We’ve already got a lot of bookings from different people.”
The community bus is part of the HECK! Community Fund, which supports local good causes each month. This fund allows the company to not only provide financial assistance but also send its team to help out with various projects. The minibus is just one of the ways HECK! is giving back to the community that helped it grow.
HECK! was established in 2013 on the Keeble family’s former pig farm, and the family still runs arable farming around their headquarters. Earlier this year, the company launched its Care Code, which focuses on Health, Environment, Community, and Kindness – an initiative aimed at ensuring long-term positive impact for customers, employees, and local residents.
To register interest in using the minibus or to learn more about the HECK! Community Fund, visit www.heckfood.co.uk.
