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Ethics

We’ve thought about whether we should adopt a charity and say as others do, that a small percentage of our purchase price is going to support it. Not for us. We don’t want our customers to say they’d rather the price were lower and they don’t want their charity decisions made for them. We just support causes that fit with our thinking – see the White Bear Challenge section – we have lent a bike to a big enthusiast who is riding to Serbia on it and publicizing the recent flooding which has left Serbia in desperate need of aid in the process. To date James’ trip has helped raise awareness to over 40,000 people.