WEST Fife Scotmid shoppers are being urged to get onboard to help a new charity partnership launched by the store.

The retailer has announced the Royal National Lifeboat Institution (RNLI) as its charity for the year.

Funding raised during the campaign will be used to help purchase a new Atlantic 85 lifeboat to join the charity's fleet.

Jill Hepburn, Head of Region for the RNLI in Scotland, said: “We are very excited to be working with Scotmid, which has an incredible reputation for both fundraising and raising awareness for their charity partners.

"This partnership will reach into the very hearts of our communities and help us to raise awareness of water safety and the incredible work carried out by our dedicated volunteers.

"As part of our relief fleet, the Scotmid lifeboat will have a lifesaving impact on numerous communities in Scotland – a tribute fitting to such an outstanding organisation.”

Scotmid Chief Executive John Brodie added: "The alignment of the RNLI's values with our own, which centre around serving our communities and enhancing lives, makes us perfect partners.

"As we eagerly embark on the year ahead, our colleagues are already ‘on board’ and enthusiastically charting out fundraising plans!"