Stephen Bromby, the dedicated Community Champion at Asda Boston, is embarking on a remarkable 30-mile running challenge throughout February. This personal endeavour celebrates his three-decade tenure with the supermarket giant, a milestone that perfectly aligns with the 30th anniversary of Asda's flagship Tickled Pink breast cancer awareness and fundraising campaign.
A Career Dedicated to Community and Charity
Stephen first joined the Asda family in January 1996, initially working with beers, wines, and spirits at the former Horncastle Road store in Boston. Over the years, his career has seen him take on various roles, including a stint as a Chilled Supervisor in Grantham and helping to open departments in Wisbech, before returning to Boston in 2004 to assist with the launch of the current Lister Way superstore. His appointment as Community Champion in August 2011 marked the beginning of a deeply impactful chapter, formally launched in March 2012.
The 30 for 30 Challenge: Miles for a Mission
"I've signed up to run 30 miles across the month of February to kick start 2026 by fundraising for Tickled Pink," Stephen explained. "Every penny raised and every mile covered will help to improve the lives of people affected by breast cancer, all for Asda Tickled Pink’s 30th birthday."
His challenge is a heartfelt effort to support the vital work of two charities central to the Tickled Pink campaign: Breast Cancer Now and CoppaFeel!. Both organisations are also marking their 30th year of operation in 2024. Breast Cancer Now is renowned for its world-class research and support services, while CoppaFeel! holds the unique position of being the UK's only youth-focused breast cancer awareness charity, dedicated to encouraging regular chest checks among 18 to 24-year-olds.
"We're all on a mission to make checking your boobs, pecs or chests, whoever you are, as normal as your Asda shop," Stephen added, highlighting the campaign's inclusive message. "With the help of people who support me, we're raising funds for better breast cancer treatments, vital education and life-changing support, for anyone who needs it."
More Than Fundraising: The Heart of a Community Champion
Stephen's role extends far beyond charity runs. As Community Champion, he is a cornerstone of local support, coordinating efforts that have included delivering hundreds of emergency care packs after the 2013 tidal surge and working with the council to provide essential items like nappies, baby formula, and even microwaves to residents in crisis. He also facilitates the Asda Foundation's Emergency Grants, offering immediate, practical help to individuals, such as a house fire victim who was profoundly grateful for basic necessities.
"I know that the Asda Foundation is keen to transform communities and improve lives and support the work I do," Stephen stated. "It's not always about the money though, at Asda we're also known for getting out in community, rolling up our sleeves, getting involved, helping others and trying to make Boston a better place - really just trying to be a good neighbour where we can."
A Legacy of Local Impact and National Recognition
Reflecting on his 30-year journey, Stephen recalls memorable moments, including meeting the Prince and Princess of Wales, dancing with Peter Andre, and being a contender for the Retail Week Awards' Community Hero title in London. However, he emphasises that the greatest rewards come from local recognition.
"Nothing beats the feeling of local people recognising the Asda logo on my uniform and then proceeding to tell me about how we transformed their local village hall, delivered a lesson at their grandchild's school or gave an Asda Foundation grant to a local charity that's dear to their heart," he shared.
Stephen is not alone in his February challenge. He is joined by three other Asda Boston colleagues—Paul Robinson, Dianne Ross, and Sarah Clarke—who are also running 30 miles to raise funds for the breast cancer partnership, demonstrating a collective commitment to this crucial cause.
