Mayor Tom Hunter-Watts was in Friars Square on Saturday to launch the British Legion’s annual poppy appeal.
He was joined by members of the Legion and four cadet units to begin selling the poppies.
Mr Hunter-Watts, whose father was the treasurer for the local branch of the British Legion, was impressed by the reaction from the public.
He said: “It was wonderful to see the strength of support for our servicemen and women within the town.”
The chairman of the British Legion in Bucks, Joe Allen, is equally positive about this year’s appeal.
He said: “We had a good launch on Saturday, with a really good turnout.
“I would say that so far it all seems to be going exceptionally well this year.
“Even more people seem to be taking the time to say thank you for what we’re doing this year, which is great.”
The appeal, which runs from the last week of October until Remembrance Sunday, aims to support service people and their families.
With service men and women returning from Afghanistan and Iraq, the legion are keen to emphasise that the poppy is about more than just remembrance.
He said: “We have to remember that a veteran can be just 19 years old.
“The average age of a veteran now is 28, and that means that people need looking after for 60 years.
“We spend £1.4 million each week on welfare, and we’re there for the families and dependents too.
“The appeal is just as important now as it was when it started in 1921.”
A British Legion stall will be in Friars Square to sell the poppies until Remembrance Sunday.