Top names from the independent convenience sector will break a sweat in the blistering heat when they get on their bikes in a bid to raise £100,000 to support the life-saving work of the Mines Advisory Group (MAG) next month.

MAG is a Nobel Prize-winning UK-based charity that works in South East Asia and across the world to clear war zones of mines and weapons, saving lives and helping people gain access to food and water.

Outgoing Nisa chief executive Neil Turton, Spar managing director Debbie Robinson, Nisa format and development director Raj Krishan and Him! International managing director Tom Fender are among 22 senior retailers and suppliers taking part in the Vietnam-to-Cambodia cycle challenge.

Burton’s Biscuits, Cott Beverages’ Emerge energy drink, Nisa and Booker are sponsoring the 260-mile marathon from 5-15 February. They will visit MAG’s operations in Cambodia during the challenge to see how the money they raise in the cycle challenge is put to use.

Turton, a trustee at MAG, said: “This is my fourth ride, so the heat and distance are things I am used to - my biggest personal challenge will be burning off the extra pounds caused by all the grocery dinners.”

Ingrid Turner, MAG events officer, added: “Cycling in 40C humid heat on the bumpy roads of South East Asia is no picnic. You need a good bell, good brakes and good luck.”

She urged the trade to sponsor the team “and help make lands and lives safe again.”