In a powerful display of unity, the food industry is rallying behind Tim Adams, Sales & Marketing Director at Bidfood, as he embarks on the Tour 21 in partnership with Flutter to raise funds for Cure Leukaemia. Now approaching an astounding £120,000, Adams is poised to smash the record as the highest individual fundraiser in Tour 21 history.
To reinforce this mission, riders from leading consumer brands Heinz, Flora, and Unilever will join Adams for a special four‑stage segment (Stages 16–19), including the legendary ascent of Mont Ventoux. These stages—often dubbed the “epic week”—will see Jonathan Tribe (Flora Food Group), Tom Franklin (Heinz), and Henry Bowles (Unilever) pedal alongside Adams and 1987 Tour de France winner Stephen Roche and former England footballer Geoff Thomas MBE, to amplify awareness and raise vital funds.
Their backing goes beyond sponsorship—it’s active participation. By physically riding alongside Tim, Jonathan, Tom and Henry are signalling a deeper message: that public health, corporate responsibility, and individual action can merge in one epic, collective effort.
Jonathan Tribe, Channel Controller (Flora Food Group), said:
“When Tim shared what he was doing and why, I knew I had to be part of it. Blood cancer affects so many families—including people close to me—and Cure Leukaemia’s work is life-changing. This isn’t just about cycling; it’s about using our industry voice to fund research that gives real hope. I’m proud to ride alongside Tim and help push towards that £1 million goal.”
Tom Franklin, Commercial Director at Heinz, added:
“The opportunity to support Tim and Cure Leukaemia through Tour 21 is something I couldn’t pass up. It’s incredible to see the food industry come together for a cause that touches so many lives. Riding these four stages with Tim is both a personal challenge and a meaningful way to give back. We’re all in this together.”
Henry Bowles, Customer Strategy & Planning Lead at Unilever, shared:
“Cycling alongside Tim on Tour 21 is a privilege. His commitment is infectious, and the work Cure Leukaemia does is truly vital. As an industry, we often talk about purpose—this is a moment to live it. If our participation can raise awareness, funds, and save lives, then every kilometre will be worth it.”
The collective goal stretches beyond industry camaraderie—it seeks to fund vital research at scale. Cure Leukaemia’s Trials Acceleration Programme (TAP) drives new treatments to patients at higher speed across the globe, through funding clinical research trials.
Adams, who has already surpassed £114,000, said:
“I’m excited to be part of a team that is going to raise such important funds for this great charity. £1 million will be a hell of an achievement—and I want to ensure I play my part”
The food industry’s solidarity—backed by Heinz, Flora, Unilever, Nestlé, Kraft Heinz and others—is proving transformative.”
With a few weeks to go until the start of the Tour 21, Tim’s fundraising is inching toward the £120,000 mark that would make him the top individual fundraiser in Tour 21 history, funding two clinical research nurses for an entire year.
For more information on how you can align your brand to a stage alongside brands such as Heinz, Unilever and Flora and make a difference to blood cancer patients worldwide, please contact alex@cureleukaemia.co.uk.
To support Tim, Jonathan, Tom and Henry in their fundraising efforts, visit the Just Giving page.
