Sergeant Herbert Gollins was awarded the Distinguished Conduct Medal (DCM), second only to the Victoria Cross, in February 1918, for gallantry during the Third Battle of Ypres the previous September.

Born in 1885 to a Winsford farmer and cattle trader, Herbert fought with the 6th Battalion King’s Shropshire Light Infantry, possibly due to family links with the neighbouring county.

In the fight for the Menin Road Ridge in September 1917, despite being wounded, he led his party forward into enemy lines, killing some and capturing six prisoners before taking his objective, a German trench.

He held the position for two days despite being twice buried by shell fire, of which the London Gazette said: “His courage and determination were a magnificent example to all.”

Herbert’s gallantry came to light after keen local historian, John Malam, noticed his DCM for sale as part of a collection of medals at a leading London auction house, which included a reference to his hometown of Winsford.

Winsford town mayor, Cllr Graham Newton, pledge part of his Mayor’s Fund to buy Sergeant Herbert’s DCM for the town’s collection(Image: Winsford Town Council)

When he checked, John was surprised not to find Herbert’s name on the town’s war memorial, and committed himself to raising the funds to buy his DCM for Winsford’s civic collection.

In total, £1,790 was pledged by individuals, local businesses, the Royal British Legion, Winsford History Society, Trinity Methodist Church, and Over Allotments Association.

Winsford town mayor, Graham Newton, also pledged money from his mayoral allowance, which is used for the benefit of the community.

John’s auction bid was successful, seeing him pay £1,798 for the medal, including fees.

“Herbert will not be forgotten any longer by his hometown of Winsford,” said John.

What’s more, thanks to John’s sleuth work, Winsford Town Council has commissioned a bronze plaque for Sergeant Herbert Gollins DCM, which will be fixed in place on Winsford’s war memorial in time for this year’s Remembrance Day service.

John added: “I approached Winsford Town Council who were supportive of me bidding on their behalf for the medal, knowing if successful, it would enter the town’s public collection and could thereafter be displayed.

Sergeant Herbert Gollins’ Distinguished Conduct Medal (DCM) is now the property of his hometown of Winsford(Image: Winsford Town Council)

“I knew to secure the medal for Winsford, I would have to act quickly and very discretely, so not to draw attention to it.

“It started at £480, and with another bidder also after the medal, the price quickly rose to £1,400, at which point the other bidder dropped out, the hammer went down and the medal had been secured for Winsford.

“After auctioneer’s fees, the final cost was £1,798 – just £8 more than the pledges I’d gathered.

“Corporal Gollins, as he was then, received his DCM in a ceremony in Horwich, near Bolton, in February 1918.

“It was only a brief visit home to Blighty, and within days Herbert was back on the front line in France, where he was killed in action on March 22, 1918.

“After the war, his grave could not be traced, and he is commemorated on the Pozieres Memorial, near Albert, France, as one of 14,718 fallen for whom there is no known resting place.

“He is named on a war memorial at Horwich, home to his wife Frances’ family, and his adopted town.

“As for Herbert’s DCM, that remained with his widow Frances, and then her descendants, until 1980 when it was sold to a collector, where it was held for 45 years.

“It was this private collection which was sold in July.”

Winsford Town Mayor, Cllr Graham Newton, said: “John contacted me about this medal, and I was keen to get involved so I pledged funds from my Mayoral allowance to support the purchase”.

“It is great news that the medal is staying in Winsford, and I was delighted to be a part of securing that outcome”.

The medal was displayed at the meeting of Winsford Town Council on Monday, September 15.

John is searching for members of the Gollins family who may be related to Herbert.

If you can help, please phone John on 01606 863 540 or email john@johnmalam.co.uk.