The paper merchant teamed up with charity organiser Peter Howell Events (PHE) to establish a 40-mile route around the Chiltern Hills, beginning and ending near Princes Risborough, Buckinghamshire.

It is the first time that Gerald Judd has organised such an event, who were inspired to follow a cycling theme through discussions with fellow biking enthusiasts in the paper trade.

The team used the established set up of the St George’s Day Luncheon Club, part of PHE, to organise the event.

While CLIC Sargent was a natural choice of charity due to its long-term affiliation with PHE, commercial director Chris Palmer has first hand experience of seeing the good work the charity does to support families with children suffering from cancer.

Currently 40 cyclists have signed up to take part, but the fundraising team would ideally like the participant number for the race to reach 100.

Entry to the race is £50, which covers a £20 donation towards CLIC Sargent and a cycling jersey given to the racers as a memento.

The deadline for ordering a jersey is this Friday, although late entries will be accepted without guarantee of the top arriving in time for the race.

Contact peter@phaevents.co.uk to get involved or visit http://www.justgiving.com/sgd to donate to this worthy cause.