Cranford Hospice is an incomparable entity.
I can think of no other organisation that quietly boasts a brand empathy with such regional resonance.
And what a tough gig. About 750 patients (in house and in homes) from Mahia to Takapau are catered for every year. This muster, handled by 75 paid staff and 400 volunteers, is shored up by a contribution from the Ministry of Health and of course local fundraising efforts.
Read more: After 35 years, Cranford Hospice gifted to local community
Palliative care service sparks new era for Cranford Hospice
There's a distinct possibility that whether we like it or not life's unforgiving minute will see many of us (if not most) benefit directly, and finally, from its services.
Either way, most ripe of age in Hawke's Bay have had at least an oblique involvement with the world-class palliative care administered therein.
A recent report showed that the age, construction and site of the hospice's current home on Knight St limited the opportunity for further growth and modernising.
Additionally, a recent palliative care review highlighted the need to continue to attract the best people and keep up to date with best practice.
These factors, not to mention an ageing population, are driving a growing industry and underscore the need for a more suitable premises.
Requirements such as privacy and quiet bedrooms are at stake. Hence, so too are the hospice's cornerstones of caring, sanctity and end-of-life integrity.
All need to be future proofed.
Cranford is an institution in this region. By that I mean it's more a philosophy than bricks and mortar.
With continued community support it stands to reason that, wherever it finds itself, the end of life journey and compassion will travel well.