Specialist events company JBE is celebrating its 15-year milestone with the launch of an exciting charity initiative: ‘Step on it with JBE.’ The campaign aims to raise funds for three vital charities – the Addington Fund, Refuge, and RSABI – by counting steps walked during three major industry events: LAMMA, Cereals, and the Royal Highland Show.
For every 15,000 steps the JBE team takes on-site during the build-up, event days, and breakdown at LAMMA, Cereals, and the Royal Highland Show, they’ll donate £15 to two of their chosen charities per event, setting themselves an ambitious goal to raise a total of £5,400. The company is also encouraging others to help to raise money for these charities in support of the steps challenge, via its GiveStar page.
Step targets by event
- LAMMA (raising for Refuge and the Addington Fund): Target of 1,000,000 steps
- Cereals (raising for Refuge and the Addington Fund): Target of 1,350,000 steps
- Royal Highland Show (raising for Refuge and RSABI): Target of 350,000 steps
The combined step targets at Cereals and the Royal Highland Show represent a symbolic journey equivalent to walking from Land’s End to John O’Groats, reflecting the geographic locations of these events in England and Scotland, with LAMMA 1,000,000 steps alone equalling approximately 500 miles.
Making a Difference
JBE’s founder, Jimmy Birchmore, shares his enthusiasm for the initiative:
“As we celebrate 15 years of JBE, we wanted to give back to the communities and causes that matter most to us. The ‘Step on it with JBE’ campaign is a fun and meaningful way to engage our team, connect with others at these events, and raise essential funds for these incredible charities together, and we hope you can support us.”
About the Charities
- The Addington Fund: Provides essential support to farmers and rural communities in England and Wales, including affordable homes, retirement solutions, and disaster relief through Forage Aid.
- Refuge: The UK’s largest provider of specialist services for survivors of domestic abuse, sexual violence, and other forms of gender-based violence.
- RSABI: Offers financial, practical, and emotional support to those in Scottish agriculture, operating a 24/7 free helpline.
Get Involved
JBE encourages attendees and supporters to join the challenge by hosting their own step competitions or donating directly to the cause. Whether you’re walking alongside JBE at the events or contributing remotely, everyone has a chance to make an impact.
To follow JBE and show your support, visit the JBE Step on It GiveStar page.
Notes to editors
JBE is donating £15 per 15,000 steps to each chosen charity at the events. Because the Addington Fund does not operate in Scotland, there will be a smaller donation to RSABI, according to the target number of steps made at the Royal Highland Show.
