A group of 26 people from across the pub industry are to take on an intense bike ride in support of those in the licensed trade.
Pedalling for Pubs is a charity bike ride which was created in recognition and support of disadvantaged people from around the pub, brewery and wider hospitality sectors.
Riders will battle intense heat and rocky conditions to cycle 335km across Jordan, aiming to raise more than £140,000 in donations. The ride will take place next spring.
The money raised will be channelled into projects that support those in need, through The Licensed Trade Charity and Only A Pavement Away.
It is estimated that around 250,000 people working in the licensed trade are in need of support at any one time. Workers in the hospitality industry are often faced with situations where they have financial pressures, emotional stress or sudden change in circumstance that can leave them desperate for a helping hand.
Riders involved with the campaign include industry representatives such as David Wigham, commercial director of Admiral Taverns; Richard Bradbury, trading director of Heineken and Philip Whitehead, MD UK & Ireland of Molsoon Coors.
Jim Brewster, Chief Executive of the Licensed Trade Charity, said: "Pedalling for Pubs is just another example of how our great industry comes together to support those in need and The Licensed Trade Charity are proud to be a part of the founding team.
"The funds raised will make a huge difference to the pub, bar and brewery people we help. It also gives us the opportunity to raise awareness of the support we offer to licensed trade people whether they've been in the trade for 3 days or 30 years, they know there is someone available to talk to 24/7."
Greg Mangham, Founder & CEO – Only A Pavement Away, added: "Peddling for Pubs is a great example of how our industry comes together to support the communities in which we work.
"Only A Pavement Away is proud in conjunction with LTC to be one of the two charities involved. The monies raised will help OAPA support its members into careers in hospitality whilst developing the infrastructure we need to reach our target of 250 homeless people in employment in the forthcoming year."
Katy Moses, Managing Director for KAM Media, added:"PFP was an idea that I never thought would come to fruition with quite as much support as it has, and has the potential to raise much needed funds for two charities close to my heart.
"I thought that convincing 26 of the great and good of the hospitality industry to cycle in up to 48 degree heat for 4 days through a desert would be a tough job, but I've been blown away by the generosity of spirit and the willingness of those asked to be involved in my crazy idea.
"Pedalling for Pubs is looking to be an exciting annual event to raise money for two fantastic and worthy causes. And yes, I've agreed to put my saddle where my mouth is and will be riding alongside 25 other fundraisers."
For more information, please visit www.pedallingforpubs.org.uk.