The Sports Food Company helps Cyclists Fighting Cancer (From Watford Observer)

The Sports Food Company helps Cyclists Fighting Cancer

9:31am Tuesday 7th July 2009 in

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Despite the economic downturn for small businesses in Watford, there are still opportunities for innovative start-ups to grow and support some very worth causes along the way.

Watford based start up The Sports Food Company is one such business.

Formed at the end of 2008, the business has recently become the official energy drink partner to cycling charity Cyclists Fighting Cancer, a leading cancer charity that provides bikes and equipment to children and young people whose lives have been affected by cancer.

The Sports Food Company has supported 26 of the charity’s riders with energy drinks and water bottles for the world's largest bike ride, the Vatternrundan in Sweden.

The Sports Food Company provided Bikefood, their 3 in 1 cycling energy drink to the team to help fuel them throughout their challenge and their training beforehand including a 100mile ride as a group a week before.

All the riders completed the challenge, coming in with times from 10.5 hours to 18.5 hours for the gruelling 186mile ride.

The ride raised in the region of £25,000 for Cyclists Fighting Cancer.

Director of The Sports Food Company, David Jeffree said: "We sponsor both charity riders and professional or competitive riders with Bikefood.

“We are driven by the fact we want Bikefood to help people achieve their very best.

"I am particularly proud to say we have helped this remarkable group of people achieve their aim to raise as much money as they can for such a worth while cause, I think it highlights the important role local businesses can play in helping people on a number of levels and this should continue despite the challenges we are all facing, we can still do our bit to help".

Mike Grisenthwaite, founder of Cyclists Fighting Cancer also welcomed the tie-up, saying: "CFC is in a key period of growth this year and the right type of partnerships will help us achieve much greater exposure and success, we believe that the Bikefood agreement is one such partnership".