Stoke-on-Trent, 14th October 2025 – Not-for-profit organisation Reaching CIC has launched its new Brew Crew project, designed to tackle loneliness, strengthen community connection, and support local cafes. More than 40 venues across North Staffordshire have already signed up as Brew Crew members.
Member cafes display an orange heart sticker in their window, signalling to the community that they’re a safe and welcoming space for anyone who may be feeling isolated. Customers can wear orange heart pin badges as a sign they’d appreciate a warm welcome in a Brew Crew café, or to show their support for ending loneliness.
This collaboration between the charitable sector and local businesses will provide a vital lifeline to individuals in need of connection, while also boosting footfall and revenue for cafés. Hospitality is the beating heart of our communities. Local cafes offer so much more than just a drink: they provide welcoming spaces where everyone can belong. Often open when other services are closed, they encourage people to join their community. By supporting them through Brew Crew, Reaching helps cafés thrive, keeping these vital spaces alive for all.
Georgina Salt, CEO at Reaching CIC said: “Reaching has developed a unique ability to connect people across communities of all ages and backgrounds, grounded in the belief that human relationships have the power to transform how people feel. We recognise the vital role that small, welcoming hospitality spaces play in the heart of our high streets, towns, and villages — places where people socially connect with others and have a safe place to be. By working together with local small businesses, we’re creating a movement of people, places, and compassion, dedicated to tackling loneliness and bringing connection to those who need it most.”
Loneliness is a growing public health issue in the UK. 25% of adults report feeling lonely some or all of the time, and 1 in 8 adults have had suicidal thoughts due to loneliness*. Connection and friendship are essential for physical and mental health. Brew Crew makes these connections possible.
To build on this, Reaching has also launched Brew Club – regular meet-ups hosted in Brew Crew cafés with a dedicated volunteer, where anyone can join a table, enjoy a brew, and connect with others in a relaxed, friendly environment. Brew Club gives people the confidence to walk into a café at dedicated times, knowing they’ll find conversation and companionship waiting for them.
Reaching relies on donations and sponsorship to fund their projects. Individuals and businesses can get involved today by sponsoring a Brew Crew café or merchandise, to help fund their mission to kick loneliness to the curb. Visit the Reaching website to become a sponsor or find your nearest Brew Crew cafe: www.reaching.org.uk Orange heart pin badges are available to purchase from the Reaching website, at the Newcastle-under-Lyme head office and at select Brew Crew cafes.
About Reaching CIC
Reaching CIC is a North Staffordshire based not-for-profit organisation dedicated to reducing loneliness, improving confidence, and building resilient communities. Through initiatives such as Brew Crew and Brew Club, confidence coaching, and local volunteering opportunities, Reaching CIC continues to make a lasting impact across the region.
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