The people who make the biggest difference in our lives are often the ones who never seek recognition, says Olympic Champion Colin Jackson CBE, as he initiates the launch of SPAR's new campaign.
The campaign, named as Everyday Champions, invites the public to nominate individuals whose kindness, generosity and commitment make life better for others every day in their communities. The winners will get to attend the Birmingham 2026 European Athletics Championships as VIP guests.
Speaking exclusively to Asian Trader, former world champion hurdler Colin Jackson says SPAR's new Everyday Champions campaign is a chance to celebrate those unsung community heroes whose small acts of kindness can leave a lifelong impact.
"The Everyday Champion campaign is really fascinating," he said. "I'm really honoured that I can be part of it because we're celebrating the unsung heroes.
"It gives me the opportunity to reflect on all the people who helped me on my journey. Sometimes, we fail to always appreciate the people who go up and beyond to actually assist. So for me, it was really great that now SPAR is kind of recognising that there are unsung heroes in the communities."
For Jackson, the campaign immediately brought back memories of someone who has a lasting influence on his own life.
"When I was about 14 or 15, I remember going to our local butcher with my mum and dad," he recalled. "For no reason apart from being kind by nature, he used to offer me a couple of steaks for free, saying 'I want you to have a little bit of extra power tomorrow when you compete'.
"It was just a random selfless act of kindness."
The gesture may have seemed small, but Jackson feels that it had a profound impact on his confidence.
"If it did nothing for me physically, what it did mentally was make me think, 'The butcher believes in me'. When I use to be on standing on that start line, suddenly I used to believe that I was a little bit stronger than a day before."
The fact that the memory has stayed with him throughout his career says everything about the power of simple acts of generosity.
"You don't appreciate it until you get older," he said. "I still remember it. Even if I didn't fully appreciate it at the time, it stayed with me."
Jackson believes neighbourhood convenience stores are uniquely placed to recognise and celebrate these everyday heroes because they are woven into the fabric of local life.
"SPAR stores are the heart of the community," he told Asian Trader. "All the champions come from communities. It doesn't matter where you're from or what you're doing now; you started in some kind of community."
He said campaigns like Everyday Champions work because they reflect the positive role local retailers play every day.
"When the community shines a light on something positive, it does have an impact," he said.
"That's why it's really important for people like SPAR to get involved in things like this and let people recognise that they are recognised."
With nominations now open, Jackson says he is looking forward to hearing the stories behind the people being put forward.
"I'm just interested to see who all emerges as winners," he said.
At the same time, he admits selecting just five winners will be almost impossible.
"I'm glad I'm not a judge," he laughed. "Everybody who's nominated has done magical stuff for the person who's nominated them.
"I'm looking forward to spending time with them at the European Championships, celebrating what they've done and recognising the difference they've made."