A Cheshire cereal brand is fuelling keen cyclists as they take on a fundraising marathon to support the Royal Stoke University Hospital and patients fighting Covid 19.
Mornflake, Crewe-based Millers of Mighty Oats, are powering Michelle Vorel-Adams and Phil Fortun during their month-long RIDE2020UK challenge to raise money for the hospital by riding 2020km around Staffordshire.
The independent family business, which has milled nearly two million packs of porridge as part of DEFRA’s national Care Parcel Scheme to feed vulnerable people across the UK, is backing the effort by donating porridge pots to keep the pair’s energy levels topped up on 21-mile laps of the county each day.
A further 2,020 Mornflake porridge pots are on their way to Royal Stoke Hospital as a thank you to frontline staff helping to care for patients during the pandemic.
The couple hope to raise at least £2020 for hospital equipment and have set up a Virgin Money Giving page for online donations.
Michelle said: “I have a special reason to support the hospital after being struck down by DVT six months ago. The treatment and care I received was gold star, ultimately saving my life. Cycling aided my recovery and our aim is to buy kit for the Royal Stoke Hospital in response to the Covid-19 crisis.”
Michelle is also UK & Ireland President for ACES Europe, the European Capitals and Cities of Sport Federation which promotes physical activity and healthy living.
She added: “We were big fans of Mornflake before approaching the company. We also read about the great work they are doing to support NHS staff, food banks and vulnerable people. Mornflake is the perfect partner for our effort which we are calling RIDE2020UK.”
Mornflake is regularly sending rescue pallets of nutritious breakfast products to hospitals, food banks and vulnerable people across the region.
A household name for its premium porridge, granola and muesli range, the company promotes eating well and exercise to all ages as sponsors of the UK Triathlon series involving thousands of families up and down the country.
Mornflake is also known as long-standing shirt sponsor at Crewe Alexandra FC and its partner in delivering children’s football coaching.
Managing director John Lea said: “Mornflake is all about promoting healthy lifestyles for physical and mental health. Throughout all our branding and marketing we encourage families to nourish their bodies with a healthy diet, rich in wholegrain cereals.
“There’s never been a more important time to eat nutritious food and look after our minds and bodies. Supporting Michelle and Phil in this challenge was a way to shout about the health benefits of oats whilst supporting the tremendous teams at the Royal Stoke University Hospital.”
The couple’s progress round the leafy lanes of Staffordshire and laps of JCB Rocester lake can be followed on social media using #RIDE2020UK. Support for their effort has also come from ACES Europe, JCB, Francesco Group, Fox’s Biscuits and Pro Vision Stoke sports clothing.