Mark Price will be donning the lycra for a fundraising cycling challenge in aid of grocery trade charity Caravan.

Speaking to The Grocer from the launch of The Great Tour cycling challenge in London today, the Waitrose boss (pictured) said the event aimed to raise more than £100,000.

“I want this to be the grocery industry’s answer to the Flora London Marathon,” Price said. “It'll be televised by Sky and the BBC so I'd expect all the major retailers and some of the biggest brands to get involved."

As president of Caravan's fundraising committee, Price has urged 64 grocery companies to each sponsor a leg of the 6,600km pedal along the British coastline.

Sponsorship costs £6,000 and guarantees each sponsor 25 places for their staff to participate. Mars and Highland Spring are among the confirmed sponsors and will be supplying refreshment for participants.

The 64-day tour, which begins on 3 July, will feature former Olympian Daley Thompson and endurance athlete Jim Rees. To apply visit www.thegreattour.org.

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