As the cost of living increases, many of us in Northern Ireland have been feeling the pinch more than ever.
John Kelly, owner of Use Your Loaf on the Antrim Road, has been helping the local community through tough times long before his "pound and a penny" bakery opened its doors three years ago.
From the neighbouring taxi firm he also owns, John had been running Christmas appeals for gifts over the years. But since opening up his shop, such community work has stepped up a gear.
Alongside his hard-working team, he has been running campaigns such as free school meals for kids, free food deliveries for pensioners during lockdown, and an annual Christmas appeal for those less fortunate.
Most recently, they have been giving away free kids clothes and nappies for people struggling to make ends meet. A Facebook post advertising this appeal reached over 110,000 people in a short period of time.
At the same time, John has always kept his prices as low as possible, to make sure the local community are never left hungry.
He told Belfast Live : "We've encountered people who've said they're now having to make the choice between heating and eating. It's absolutely wild. There's only so much we can do, we're only a local business.
"We always try to keep our prices affordable for people in the community. If you can't feed them, what chance have you got of feeding people outside the group?
"It's shocking out there for so many people and I think it's just going to keep getting worse. You just do what you can to help. There were a few times last year when we just baked loads of extra stuff and just gave it away, because we knew it was so bad in our own area.
"At Christmas we helped over 470 families in the area. That's us running around like headers even on Christmas Eve, trying to get everybody help. People were saying they had been let down by other agencies.
"What are you going to do if you're let down on Christmas Eve? We do all we can to help the people in this community and we always will, because without them we wouldn't be here. We always try our best.
"Even the girls in the shop, they stayed late on Christmas Eve to sort out toys and get everything sorted. They always go the extra mile for anything we're ever helping with. Everybody mucks in and it goes a long way."
Although he's more than happy to continue helping his local community, the Cliftonville man said more needs to be done by those in positions of power to help out, and make sure people are getting the support they need.
He said what keeps him and his team at Use Your Loaf going is knowing they're making a difference locally.
"I hate the idea of kids having less than someone else, or waking up on Christmas without a present," John added.
"If you saw the amount of free school lunches that would come out of here everyday when we started them, it was like 200 plus a day. Where do those kids eat without that? There's still some kids that would come in for a free school lunch now.
"At that time when we did it, it was frightening, seeing the amount of kids coming in each day. It didn't calm down for a long time. It just shows you the problems are there, but those problems need to be faced widely. It's not just down to one wee shop to sort it all out. It's down to people looking at the bigger picture.
"We would help out at The People's Kitchen too, and the amount of people there getting food packs and just not managing is ridiculous. The amount of people using food banks at the minute is the worst I've ever seen.
"There are good people out there trying to make a difference, but it's how long can they do it for? When does it run out? You've got an added pressure on yourself, asking what happens if I can't pull this off? No person should have that pressure. "
John thanked all those in the local community who stop by for a coffee, a bun, and a chat, for supporting them over the past few years.
He said: "Without the support of the people here, we wouldn't be able to do so much for the community. It makes a big difference to us. We love all the people from this area, and without them we wouldn't be able to help so many, it's as simple as that."
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