In September 2026, Lorraine Farley, Adam Musson, Dean Parkin, Jon Davis and Steve Cottrell will join 190 dedicated riders from the grocery industry to 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.

Dean's reason for riding: Whatever any of us are going through there is always someone going through something worse and if I can ride my bike to raise funds for a charity for the food industry to help people then that is a small price to pay.

Lorraine's reason for riding: Grocery Aid is a real support system for the food industry’s work force, they are there for those colleagues needing a helping hand when times get a bit tough, so embarking on a 3 day challenge where I need to face whatever Mother Nature throws at me rain or shine for 300km, the sore legs and the inevitable saddle fatigue is worth overcoming for this great cause.

Please support them in their challenge by sponsoring the team.