JELC to Rep Help for Heroes

Licensing agency will target partners across plants, gardening tools, outdoor living and more.

U.K.-based charity Help for Heroes has appointed JELC to serve as its licensing agent in the outdoor and gardening categories.

Help for Heroes is a charity that supports sick, wounded and injured service personnel and veterans. Support is provided through grants direct to veterans and their families, grants to other charities and through four Help for Heroes Recovery Centres across the U.K. Horticultural and land-management activities are an important part of the recovery program, according to Help for Heroes, and can be undertaken at the charity’s Recovery Centres.

“We’re absolutely thrilled to be appointed by Help for Heroes,” says Jane Evans, joint managing director, JELC. “Every time we have a meeting at one of the Recovery Centres we come away feeling truly humbled and inspired by the way the money raised is transforming the lives of those who have been injured while serving our country. It’s a wonderful opportunity for us to use our years of experience in the licensing industry to really make a different and gardening is a subject which we’re personally passionate about.”

JELC will target licensees and retailers in all sectors of the two categories including plants, trees and seeds, gardening tools and equipment, outdoor living, garden furniture, play equipment, publishing and more.

“We are delighted to be working with JELC, which brings a wealth of experience to our licensing activity and will significantly boost our revenue-generating opportunities,” says Marcus O’Shea, head, brand partnerships, Help for Heroes. “This additional revenue will make a different to thousands of brave men and women as they battle to rebuild their lives.”