Kings Seeds looks to past and today's generation with poppy promotion

Kings Seeds will be donating funds from the sales of its new spectacular red poppy called Victoria Cross and its traditional field poppy to two charities in 2014.

The first, The Victoria Cross Trust, was established as a charity just over a year ago and seeks to restore and maintain the war graves of servicemen awarded the Victoria Cross in the UK, the highest military decoration for gallantry and valour awarded to British and Commonwealth servicemen during many wars.

The second is the Greenfinger’s ‘Rosy Cheeks Appeal’ to create gardens in children’s hospices around the UK.

The Victoria Cross Poppy, new to Kings in 2014, features a striking white cross planted firmly in the centre of the crimson flowers. Each individual petal is fringed, with lacy edges.

A donation of 50p from every packet of all poppy seeds sold will put into a charity fund and these proceeds will then be divided equally between these two causes.

The "Rosy Cheeks Appeal" set up by Greenfingers, aims to create ten new magical and inspiring hospice gardens, to be enjoyed by the families and siblings of children suffering from life limiting conditions, providing a place to spend valuable time together.

Marketing manager Tracy Palmer said: "Next year, in 2014 we mark two special anniversaries;  the 100th anniversary of The Great War and  the 70th anniversary of the D-Day landings on the Normandy Beaches in World War II, so we felt that it was very fitting that we mark these two anniversaries, recognising those that were awarded The Victoria Cross by helping to maintain the graves of those that made the ultimate sacrifice. They are of great historic importance and should be remembered and The Victoria Cross Poppy is a very appropriate flower to use."

Tracy added: "Our second chosen charity looks to support today’s generation. When we heard what Greenfinger’s were hoping to achieve, it seemed a great opportunity to use our latest flower variety launch as a way to help them to raise funds to support their amazing projects around the UK. We will also be delighted to provide them with seeds from our extensive range to help create their Magical Gardens for the children’s hospice."

Kings Seeds' earlier plans to donate proceeds to services charities were thwarted due to an exclusive sponsorship deal between B&Q and the Royal British Legion.

The new Kings Seeds Spring Catalogue will be out from early January 2014 via

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