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Central Co-op has announced that funeral director Ashley Wright has been recognised as one of its ‘Co-op Heroes’ for 2025 for his community-focused and empathetic work with bereaved families.
Wright, who works at Wednesfield and Rushall funeral homes, was named as part of the society’s Co-op Fortnight celebrations, which highlight individuals making a difference to members and communities.
He first started his career in funeral care at the age of 16, inspired by a difficult family experience at a funeral.
Wright said: “I told my mum there and then – I want to be an undertaker, and I want to make sure no one feels the way we did that day. I called up a local funeral director, explained my passion, and they measured me up for a suit that same day. I started the following Monday.”
With more than 20 years of experience, Wright is known for his personalised approach to funeral care. He has arranged motorcycle processions, created special mementoes for families and found ways to include children meaningfully in services.
He added: “It’s not all doom and gloom. There’s space for celebration, for smiles, for meaningful memories. I try to go the extra mile, like placing a flower from the coffin on a doorstep that meant something to the person who’s died. These small touches last a lifetime for the family.”
He also visits care homes with colleague Jamie Colbourne to entertain residents, and supports events such as Knit and Natter sessions and coffee mornings organised by the funeral team to foster connections with members and the wider community.
Co-op Fortnight is a UK-wide campaign celebrating how co-operatives benefit people and communities. This year’s theme, ‘Co-op Heroes’, recognises individuals making life better for others through co-operative values and actions.
