Big Names in Business Join Forces for Local Children’s Charity

From L-R top row: Amy Deakin, Petro Nicolaides, Jas Rohel. Bottom row L-R: Johnathan Dudley and Phil Oldershaw

Renowned figures and highly respected members of the West Midlands business community have been revealed as the first charity champions to join Acorns Children’s Hospice as part of an exciting new Ambassador programme.

CEO and business founder, Jas Rohel; Entrepreneur, Personality and Hospitality Operator Phil Oldershaw; CEO Petro Nicolaides; Chartered Accountant and Managing Partner Johnathan Dudley; and Channel Partnership Manager Amy Deakin have been announced as the charity’s very first Business Ambassadors.

The fab five will play a key role in raising awareness of Acorns within the business community and help raise vital funds towards its lifeline care for local life limited and life threatened children and their families.

Each of Acorns Business Ambassadors is joining the charity in a two-year partnership and has committed to raising £5,000 each year.

Libby Kaluna, Partnership Fundraising Manager at Acorns, said: “We’re extremely excited to launch this brand-new initiative and we couldn’t be more thrilled to have some of the region’s very best in business join us as our first Ambassadors.

“Their influence, passion and expertise will help us reach even more people within the business community and grow local support, which will make a massive difference to the children and families that need us.”

Acorns Business Ambassadors will represent the charity at various events during their tenure, from cheque presentations and networking groups to attending public engagements within the business community. The group will come together for quarterly meetings chaired by Paul Cadman, Professor of Entrepreneurship at Birmingham University and Acorns Vice President.

Libby added: “Each Ambassador will add their own voice and experience to help us raise awareness, campaign and fundraise. Together, they will help us continue to be there for some of the most vulnerable children and families across the region who rely on our lifeline care and support.”

Acorns Children’s Hospice provides specialist palliative care for life limited and life threatened children and support for their families from its three hospices, based in Birmingham, Walsall and Worcester, and in the community.

In the past year the charity has cared for more than 800 children and over 1,000 families, including those who are bereaved.

It cost Acorns £27,000 per day to provides its lifeline care and support, the bulk of which comes from fundraising and partnerships.

To find out more about becoming one of Acorns new Business Ambassadors, please email the Partnerships Team on or call 01564 825037..

Acorns Business Ambassadors

Jas Rohel, CEO and founder of Education Awards

Jas Rohel is the CEO and founder of Education Awards and has been running her own business for five years.

She said: “Acorns is very close to my heart. I feel we all should help in some way help provide care and support to life limited and life threatened children. I want to help to give the children and families some valued time together which is priceless. We should all help make someone’s last moments their best moments.” 

Phil Oldershaw, Entrepreneur, Personality and Hospitality Operator

Birmingham Entrepreneur, Personality and Hospitality Operator Phil Oldershaw has been a familiar face in the business community for over 30 years, specialising in events management, stage, screen and online presenting, PR and brand development. He said: “Acorns is a selfless charity that ensures this children’s hospice care never stops while also offering respite for families. I wanted to be a part of something so heartfelt.” 

Petro Nicolaides is the CEO of The f-t Group

Petro Nicolaides is the CEO of The f-t Group, a national commercial services business based in Solihull. He was born, bred, educated and works in the West Midlands.

He describes Acorns as the ‘jewel in the crown of the West Midlands, representing everything great about our region’. Adding: “Acorns provides a vital lifeline for families within our local community. It will always hold a very special place in my heart as it took care of my beautiful Godson Alexis. What they did (and continue to do) for him and our family is immeasurable, and something that we will always hold dear.”

Johnathan Dudley, Chartered Accountant and Managing Partner (Midlands and South West region) and National Head of Manufacturing Business at Crowe

Chartered Accountant Johnathan Dudley is Managing Partner of Crowe’s Midlands and South West region and National Head of Manufacturing Business. On becoming a Business Ambassador, he said: “We spend too much time in life bemoaning what isn’t good in society or our lives when really we are so lucky. What Acorns does is give some positivity and smiles to people so much less fortunate than we are.” 

Amy Deakin, Channel Partnership Manager at Western Union Business Solutions

Amy Deakin is a former Acorns employee and Channel Partnership Manager at Western Union Business Solutions.

She said: “Having worked at Acorns previously and seeing the support provided to children with life limiting and life threatening conditions, as well as the wider support to their families, the value Acorns provides to the physical and emotional health of so many people can’t be underestimated. 

“Hopefully many will never need to lean upon the services of Acorns – but for those that do, showing Acorns as the fun, compassionate and highly specialist support giver that it is and helping raise funds to enable the great work to continue is something I’m proud to do.”  


For more information or for interview, photograph or filming opportunities, contact the PR and Communications team:

David Chamberlain:
01564 825020 / 07817 612422 /
Nicki Robinson: 01564 825062 / 07814 302153 /
Notes to editors:

Due to the sensitive nature of Acorns care services it refrains from using the words ‘terminal’ or ‘terminally ill’ in its press releases and public communications when describing the children who use Acorns and the conditions that they have. Instead, Acorns uses the words ‘life limited’, ‘life limiting’, or ‘life threatening’. Acorns kindly requests that you respect this in your communications when referring to Acorns Children’s Hospice. Acorns children have a lot of living to do. Thank you.

  • It costs £27,000 every day to run Acorns services providing care for children and support for their families. The charity relies heavily on donations to fund the majority of its activities.