Heart of Hospitality has a long-term goal of making the industry a more supportive place and raising awareness of the challenges faced by hospitality professionals.
According to the charity, there are an estimated 250,000 people in the licensed trade are in need of support at any one time and this number would be higher without the people who work hard to make the sector what it is.
Through the Heart of Hospitality campaign, the LTC is calling on the industry to nominate a friend or colleague who always exceeds expectations and goes the extra mile to support their team and the wider trade.
A new Heart of Hospitality Champion will be recognised every three months meaning four winners will be acknowledged this year.
There will be a prestigious ceremony and the champion will be celebrated on social and digital content.
The first winner has been announced as founder and director of The Beautiful Pubs Collective Sam Hagger.
The leader of three Leicestershire pubs, Sam offers support, flexibility and coaching to his staff and embeds the importance of balance, care and support into every aspect of his leadership.
Sam also demonstrated unwavering support for the sector through his participation in the charity bike ride Pedalling for Pubs twice.
LTC head of marketing Paula Smith said: “We are absolutely thrilled to launch our new Heart of Hospitality campaign.
“With numerous challenges facing our industry in the current economic climate, we feel it is vital to pause and recognise the incredible things people are doing to make hospitality an even better place to work.
“Congratulations Sam for being our first champion – your efforts to support and care for others really does have a ripple effect throughout our industry.”