From 10 – 15 June 2022, twenty-four intrepid convenience, wholesale, grocery and on-trade experts, including Store Group owner Mital Morar, md of Sewell on the Go Patrick Sewell and Central England Co-op CEO Debbie Robinson, will cycle across the Western Balkans in just four days. Starting in Dubrovnik, southern Croatia and finishing in Sarajevo, the capital of Bosnia and Herzegovina, the team will be crossing 300km of hilly terrain in a country which is still heavily contaminated with landmines.

This years Bikes Against Bombs fundraising challenge raises money and awareness for the Manchester based landmine clearance charity Mines Advisory Group (MAG). Since 2015, over 90 senior leaders and executives from across the industry have taken on incredible cycle challenges for MAG.

This year’s Bike Bosnia challenge is the sixth overseas ride and will be powered by leading convenient healthy snacking brand Graze, which will be supporting the cyclists with better snacking options in their moments of need.

Britta Bayer, senior shopper marketing manager at Graze, said: “It is fantastic to be able to show our support by powering the team for such a worthwhile initiative. We have delicious and healthy new products including our new crunch pub bag, as well as two new oat boost flavours; cherry bakewell and chocolate cookie that will help give the Bike Bosnia cyclists the energy they need on this year’s challenge. We wish everyone in the team a huge amount of luck as they set off on this epic endeavour.”

The fundraising challenge is the brainchild of Neil Turton, MD of Sugro, and Tom Fender, development director of TWC. Over 90 people from the sector have cycled across Vietnam, Cambodia, Sri Lanka and Laos. In 2021 the team also completed seven rides across seven UK cities.


Sarah Tavener, head of philanthropy at MAG, added: “We are incredibly grateful to receive the support of Graze and for kindly agreeing to fuel our team this year with a variety of their healthy snacks. Bikes Against Bombs has been an outstanding industry initiative which has already helped generate an extraordinary £730,000 for MAG. The continued support of the convenience and wholesale sector is hugely appreciated, and every pound of support we receive really does make a significant difference.”

Key sponsors of the challenge include The Wholesale Company, IT Retail Systems, and Kwickeshopper.

The full team taking part in this year’s Bike Bosnia challenge includes Clare Bocking, Mital Morar, Matt Goddard, Patrick Sewell, Debbie Robinson, Tom Gittins, Neil Turton, Tanya Pepin, Tom Fender, Helen Lyons, Antony Begley, Kirsty Cooper, Gemma Newton, Jo Murray, Louise Monkman, Elliot Sleath, Andrew Pheasant, Stephanie Green, Amy Searle, Simon Robinson, David Visick, Josh Williams and Steven Joyce.

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