Truro’s Georgina Upton takes on a 210-mile cycle for GroceryAid

She has not ridden a road bike in more than twenty years. This month she gets back on one for 210 miles across Scotland in three days.

Georgina Upton, Managing Director of Truro-based PR agency Wild Card, has signed up for GroceryAid’s Pedal the Borders challenge. The ride runs from 14 to 16 July and raises money for GroceryAid, the charity that supports people working in the grocery industry.

Well outside the comfort zone

For Georgina, the ride is about people rather than miles or money. Wild Card works on the idea of People Relations, putting people and their stories at the centre of what the agency does. She says GroceryAid works to the same principle, providing financial, emotional and practical support to grocery colleagues and their families when they need it.

Her career has been built alongside grocery and FMCG brands and the people behind them, which is part of why the charity matters to her.

“At Wild Card, we talk a lot about inspiring people and brands to live life in full colour. For me, that means showing up fully, backing yourself when something feels challenging and, most importantly, supporting others along the way,” she said.

“When I heard about the opportunity to take part in Pedal the Borders, I knew I needed to get involved. The truth is, I haven’t ridden a road bike in more than twenty years, so this is well outside my comfort zone. But GroceryAid supports people facing challenges far greater than a few steep hills and sore legs.”

What GroceryAid does

The charity provides support for grocery colleagues facing financial hardship, wellbeing challenges and unexpected life events. Georgina and other industry professionals will cycle through parts of Scotland over the three days while raising funds for that work.

“The grocery industry is powered by incredible people, and GroceryAid is there for them when life becomes difficult. If I can help raise awareness and funds for that work, every mile will be worth it,” she said.

A B Corp with a wider purpose

Wild Card is a B Corp-certified business. Georgina says the fundraising fits the agency’s belief that success should be measured by the impact created for people and communities, not only by commercial results.

“One of the things I love most about our industry is the strength of the relationships within it,” she added. “Whether it’s colleagues, clients, suppliers or charity partners, everything starts with people. GroceryAid exists because our industry understands that. This challenge is my way of giving something back.”

How to back Georgina

Donations can be made through Georgina’s JustGiving fundraising page.