Darren Briggs recognised for years of support for lifesaving charity

PEMBROKESHIRE businessman Darren Briggs has been named the first-ever Business Ambassador for the Wales Air Ambulance Charity, recognising his long-standing support and commitment to the lifesaving service.

The 54-year-old entrepreneur, who founded Ascona Group, one of the UK’s fastest-growing forecourt operators, said he was “totally honoured” to take on the new role.

Wales Air Ambulance Chief Executive, Dr Sue Barnes, said: “I am delighted to announce the appointment of Darren Briggs as the Wales Air Ambulance Charity’s first business ambassador. This role recognises Darren’s exceptional commitment to our lifesaving service.”

Ascona Group operates sixty-two forecourts across the UK, including twenty in Wales, and recently announced the acquisition of three more in Mid Wales. The business has supported the Charity for many years, raising more than £168,000 in the past three years alone.

Dr Barnes added: “Ascona Group has helped fundraise an extraordinary amount of money for our Charity over the years and continues to do so.

“We are hugely grateful for the incredible platform we have been given at forecourts across Wales, and to the generous customers who have donated to our lifesaving cause.

“Darren’s appointment comes at a significant time for our Charity as we prepare to mark our 25th anniversary in 2026. We hope to continue to draw upon his expertise in the years ahead.”

Darren acquired his first forecourt site in 2011. Between 2018 and 2022—during the Covid pandemic—he expanded rapidly from two sites to sixty-two. Now employing almost nine hundred people, the Ascona Group serves around 300,000 customers a week and dispenses 4.5 million litres of fuel weekly—equivalent to eighteen tankers per day.

He said: “It is incredibly special to be the Business Ambassador for Wales Air Ambulance. It’s particularly important that I can use my business skills and network to promote the service even more.

“I will always support Wales Air Ambulance. It is a key service for the people of Wales and has saved thousands of lives since 2001. It even came to the aid of one of my longest-serving employees, who is thankfully still with us.”

Darren has also teamed up with award-winning fintech charity Pennies, enabling customers to make micro-donations at checkouts when paying by card or digital wallet. Ascona Group matches each donation, and the scheme has already raised £68,000 in just over six months.

“We are offering our customers the opportunity to donate 30p each time they fill up or shop, and we will match fund up to £100,000,” Darren said.

“It costs £11.2 million every year to keep the Wales Air Ambulance helicopters and rapid response vehicles operating. We want to do all we can to help. It’s also important to give back because the service is there for everyone in the communities where we operate.

“We are only a successful business because of our customers, and this is our way of saying thank you.”

Ascona Group has sites across north, mid, west, and south Wales, and others as far afield as Scotland, Hastings and Dorking. Darren said the business plans to continue expanding over the next two years while maintaining strong support for the Charity.

Darren, who holds a pilot’s licence, has visited several of the Charity’s airbases and met the Wales Air Ambulance Royal Patron, His Royal Highness the Prince of Wales, during a visit to the Dafen site in September 2024.

“It was a great honour to meet His Royal Highness,” Darren said. “The Prince of Wales is so passionate about the work of the Charity and took time to talk with everyone.

“When you meet the clinicians and they tell you about the kind of scenarios they’ve been involved with, it is truly humbling.

“What they do, day-to-day, is unbelievable. It is fantastic that we have such a service available in Wales that can help those facing life or limb-threatening situations.

“That is why it is so important for Ascona Group to support the Wales Air Ambulance in the way we do. It’s deeply moving to know that each time we raise money, we are helping save lives.”

Lifesaving work across Wales

Wales Air Ambulance is a consultant-led service, bringing hospital-standard treatment to patients at the scene and, where needed, transferring them directly to the most appropriate hospital. It operates through a unique Third Sector and Public Sector partnership.

The Emergency Medical Retrieval and Transfer Service (EMRTS) supplies highly skilled NHS consultants and critical care practitioners who work on board the Charity’s helicopters and vehicles. They can administer anaesthesia, carry out blood transfusions, and perform minor surgical procedures on site.

As a pan-Wales service, the Charity’s crews travel the length and breadth of the country to deliver emergency care where it is most urgently needed.

The Charity needs to raise £11.2 million every year to maintain its operations. Darren Briggs’s new ambassadorial role is expected to play a significant part in supporting this vital mission.

THE WALES AIR AMBULANCE charity shop in Tenby is calling for new volunteers to join its friendly and hardworking team ahead of a busy summer season.

Karen Ward, Assistant General Manager at the Upper Frog Street store, says volunteering has been one of the most rewarding decisions she’s made. Karen, 66, lives in Hundleton and makes the thirty-minute drive to Tenby five days a week.

“I haven’t looked back since joining the team two years ago,” she said. “Our shop is very popular – there’s always someone coming through the door!”

Originally from the Midlands, Karen previously worked in Birmingham’s Jewellery Quarter before moving to West Wales. She spent 22 years working at Kiln Park and returned to retail in 2023.

The grandmother of four added: “The shop is so much fun. We create a great atmosphere for our volunteers – we want everyone to enjoy being here. We love to celebrate birthdays with cake, silly hats, music and a good sing-song. We definitely go over the top!”

Karen says no two days are the same, and there’s always plenty to do. “There’s never a dull moment,” she said. “Some days you’re sorting through donations, other days you’re pricing stock or serving customers. Our manager, Kirsty Gardiner, and I do the back-of-house work, while our wonderful volunteers handle the shop floor.”

From tidying rails and cleaning to dressing windows and helping customers, there’s a job for everyone. “We want the shop to look great and be welcoming – it’s about creating a space people want to come back to,” said Karen.

The shop attracts a wide mix of customers. “We have regulars who visit every day and always find something to buy,” she said. “Holidaymakers pop in too – the kids head for the toys and books, mum browses the clothes, and dad makes a beeline for the furniture.”

The shop also plays an important social role. “Some of our older visitors come in just for a chat,” Karen added. “Sometimes we’re the only people they’ll talk to all day. That ten-minute conversation means the world.”

Window displays are a point of pride for the team. “People often poke their heads in and say, ‘Is this really a charity shop?’” Karen laughed. “Kirsty and I do the windows – we love getting creative with new themes. The volunteers always take the credit when people compliment the display, which is lovely – everyone feels proud.”

Upcoming displays include a colourful spring theme, followed by Easter decorations and then a ‘Glastonbury-style’ summer festival window.

The Wales Air Ambulance Charity relies on public donations of pre-loved items such as clothes, furniture, games, ornaments and music.

Karen said: “We’re a busy shop with a brilliant team, but we really do need more volunteers as we head into summer. There’s no age limit, and no experience is needed – we’ll train you. It’s a great way to gain confidence and new skills, and it looks fantastic on your CV.”

To find out more about volunteering, donating, or shopping at Wales Air Ambulance stores, visit: walesairambulance.com/shops

CARDIGAN will be the place to be on Saturday, June 15, as entries continue to flood in for this year’s Welsh National Tractor Road Run (WNTRR).

The popular event is being organised by the North Pembrokeshire Tractor Enthusiasts – a group of like-minded friends led by Dai Rees of Cilgerran.

The Run will begin at Awenfryn, Glanrhyd – the farm of Keith and Kevin Evans – and take in stunning views across Cardigan Bay before heading inland towards Cwm Gwaun and the Preseli Mountains. The route will then return to Awenfryn.

This year’s event will raise money for three charities: the Wales Air Ambulance, Crymych First Responders, and Cardigan First Responders.

Entry is £20 until the closing date of Monday, May 20. Early entries will be listed in the official programme and guaranteed a commemorative souvenir. Entries will also be accepted on the day for £25, but late entrants will not be guaranteed a souvenir – a decision made by organisers to reduce disruption caused by last-minute arrivals.

Entry forms can be obtained from members of the local organising team – Dai Rees, Alun Owens, Keith Evans, Kevin Evans, Sion Morgan, and Peter Lewis – at various tractor events. Alternatively, forms can be requested by email from the WNTRR secretary at anne.trials@btinternet.com, or downloaded from the WNTRR Facebook page.

Online entry is also available:

• English entry form
• Welsh entry form

Anyone interested in sponsoring the event or advertising in the souvenir programme should contact the WNTRR secretary or Sion Morgan via sion@pantygarn.co.uk.

Spectators are welcome at the starting point and along the route. More details will be released closer to the date.