WEST EALING'S new social enterprise, Juice Cube, is on a mission to persuade people to buy a healthy juice as an alternative Christmas gift for the homeless.

The shop, in Uxbridge Road, which turns surplus fruits and vegetables into healthy juices, recently launched Suspended Juice, which encourages customers to prepay a cup of juice to be given to the needy.

Owners Anuj Dhanak and Qitai Ooi will be interviewing and creating photo essays on the homeless, while handing out juices as part of a campaign to spread their stories on the shop’s website and social media platforms.

Mr Ooi said: “We thought the majority of the people are very aware of the issue of homelessness, but, because of the various factors surrounding the issue, it is rare that a person can get to fully understand the stories behind it.

“While we hope to reduce the misconception the general public may have against homelessness, it’s also a way for people to tell the homeless folks that they are not alone.”

In return, customers will be sent a thank-you message from the shop and a personal message from any person that receives one.

“I am sure it would be delightful to receive one of those cards and learn about the impact these small gestures can have on those at the receiving end,” he said.

Mr Ooi welcomes volunteers who want to join them as they visit homeless shelters to hand out free clothes, foods and suspended juices.

He added: “It is an opportunity for anyone who wishes to learn more about the issue of homelessness, to sit down and have a chat with the homeless folks in a safe and friendly environment.”

Residents are asked to drop unwanted clothes, as well as perishable and non-perishable food, to: 191 Uxbridge Road, Ealing, W13 9AA.

Juice Cube, which opened on October 2, was among the new businesses given an opportunity to trade at Ealing Pop Up Shop.

After a successful trial run, they returned to the town to open their own bar, with the help of the council, who provided them with a £4,000 grant towards improving the shop front and some of the initial set-up costs.

To get involved, visit http://www.juice-cube.co.uk/Articles.asp?ID=265 or email info@juice-cube.co.uk