// BBC BUSINESS NEWS — FINANZA
Cost-of-living struggles inspire Community Cupboard
Thomas Cliffe and Laura Steele welcomed customers into the store for the first time on Monday
"Instead of going to a food bank, being handed a bag and getting back home then finding out that they won't use all those items, at least here they can buy the tokens and shop around for the items they would choose to buy."
Founder Thomas Cliffe hopes the first "social supermarket" in Newcastle-under-Lyme, designed to help people struggling with the cost of living, will offer the "freedom to shop with dignity".
Set up by Community Cupboard NUL CIC, the store allows members to buy groceries at cost price or below, with more choice than other outlets.
Customers can sign up for a membership costing £1 for 12 months. They are then able to purchase tokens to spend on items throughout the store.
Cliffe said the idea was inspired by his own experience after leaving work because of anxiety.
Although his wife was still employed, he said the couple struggled financially and found they were unable to access some forms of support.
"It was horrible because you start to panic and think: 'What am I supposed to do? Where am I going to get the next food from?'"
"We either had to choose a meal or choose the bills."
Cheryl Peeper found that the store was helpful to keep her ticking over to the next big shop without spending to much.