In September 2026, 190 dedicated riders from the grocery industry will embark on an extraordinary challenge, pushing their physical and mental limits. Their mission? To raise crucial funds for GroceryAid, the charity that supports their industry in times of need.

The need for our services has never been greater. Over the past year alone, we’ve seen a 76% surge in colleagues seeking support, with over 139,000 instances of help provided in 2024/2025. Your contributions make it possible for us to meet this growing demand and provide vital assistance to those who need it most.

The ride begins in London, winding through the picturesque countryside of Essex before heading to Harwich for an overnight ferry to the Hook of Holland. From there, riders will embark on an unforgettable journey through the heart of the Netherlands, navigating around The Hague and Rotterdam before reaching their final destination: the iconic city of Amsterdam.