COLCHESTER Council has pledged to help people struggling in the face of the cost of living crisis by implementing a swathe of new measures.

At a meeting of cabinet members yesterday, the cabinet discussed ways to help reduce the strain on residents who are in financial difficulty as food and energy prices continue to spiral upwards.

Petrol prices are also soaring at an alarming speed, with the average pump price hitting 180.73p per litre on Tuesday, up more than 2p from the average price of 178.5p on Monday.

Councillor David King, the recently elected leader of Colchester Council, said a raft of measures will be brought in so people can receive advice and support.

He said: “We know that many of our residents are struggling to make ends meet – increasing food and energy bills and rising inflation will lead to a steep fall in living standards, rising inequality, and the very real risk of recession.”

The council, which is now formed of a coalition of Labour, Liberal Democrat, and Green parties, plans to implement a co-ordinated support package using government funding and local support.

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It is hoped financial assistance and employment advice through new initiatives – provided by the council’s financial and employment support teams, as well as Community360 and Citizens’ Advice – will be of particular use to people in financial difficulty.

Mr King added: “We stand on the side of our residents – we are here to support the most financially vulnerable in our communities.

“They need to be reassured that this new administration has, at its heart, their wellbeing.

“We are beginning to muster the resources at our disposal, with the help of our partners, to target support where it is needed most.”

The council said an immediate priority will be ensuring help is available to access food and household essentials and that local foodbanks are able to meet increasing demand.

 “We will ask Government to help us more, but regardless, we will do all we can to develop and deliver a cost-of-living action plan that helps those most in need – and for however long it takes,” Mr King said.