Bidfood’s Tim Adams sets £120,000 fundraising target for cancer charity bike ride

Bidfood sales and marketing director Tim Adams has set a record-breaking fundraising stretch goal for charity bike ride Tour 21.

He is intending to raise £120,000, in aid of Cure Leukaemia, for cycling all 21 stages of the Tour de France route in June and July, one week ahead of the professional race.

If he reaches his target, he will become the highest individual fundraiser in Tour 21 history. At the time of writing, 139 supporters have donated £114,421, way ahead of the original £30,000 each participating rider commits to.

The event aims to raise more than £1m for Cure Leukaemia, funding the Trials Acceleration Programme (TAP) Network, which facilitates pioneering clinical trials for blood cancer patients across the globe. The £120,000 goal would fund two clinical research nurses for a year.

Adams will be joined on stages 16-19 of the ride, including the ascent of Mont Ventoux in Provence in France, by industry colleagues Jonathan Tribe, channel controller at Flora Food Group, Tom Franklin, commercial director at Heinz, and Henry Bowles, customer strategy and planning lead at Unilever, alongside 1987 Tour de France winner Stephen Roche and former England footballer Geoff Thomas.

Tribe 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 £1m goal.”

Franklin 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.”

Bowles described Adams’ commitment as “infectious”, and added: “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.”

While Adams himself said: “I’m excited to be part of a team that is going to raise such important funds for this great charity. £1m 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.”

To support the fundraising effort, visit the Just Giving page.