The grocery industry is built on love – the love of serving others, supporting people and giving back.” For any worker who’s spent time calming down an irate customer or started a delivery shift at 4am, this could sound idealistic. But for Rami Baitiéh, Morrisons CEO and president of GroceryAid, it’s a fundamental part of the charity’s reinvention.

As he talks about the sector’s long hours, early starts and relentless demands, it’s clear the industry’s flagship support charity is far more than a professional obligation for Baitiéh.