Family (and friends) are delighted to post that our friends at Mornflake have sponsored the ‘Vibe the Wave’ team, who are gearing up to take on the ‘World’s Toughest Row- Atlantic’ 3000 mile ultra-endurance challenge for charity.

All credit goes to Oxford News, Worlds Toughest Row and Vibe the Wave.

The World’s Toughest Row, previously named the Talisker Whisky Atlantic Challenge, is an annual endurance ocean rowing challenge aimed to push competitors to their limits.

Solo, duo, trio or quad teams fundraise and attempt to row the 3000 miles from the Canary Islands to Antigua & Barbuda, across the largest ocean on the planet, in the name of charity. This December 12th will see 42 teams set sail from La Gomera, Canary Islands, a record number of participants. I think we’ll meet you in Antigua!

Attempting to be the first all-female trio to successfully complete the challenge is Grace Gilbert, 31, Maddie Difazio-Wright, 35 and Grace ‘G’ Pybus, 32, who will be rowing under the team ‘Vibe the Wave’ to raise money for John Radcliffe Hospital Neurosciences ICU (Grace), Empire Fighting Chance (Maddie) and Kidney Wales (G).

Incredibly, they have no prior rowing experience and aside from their charity fundraising they’re looking to throw ‘the world’s most remote cocktail party’ and catch and cook a fish on route- both of which are honourable ambitions!

Grace Gilbert, Maddie Difazio-Wright, and Grace ‘G’ Pybus

More importantly, the girls are hoping to raise awareness on climate change and ocean plastic and are focused on maximising their sustainability initiatives, including litter picking mid-way, limiting single use plastic, using a second-hand boat made from sustainable materials, and partnering with responsible brands where possible.

This is where Mornflake joins the party. The UK’s most sustainable and eco-orientated oats company is turning 350 in less than 2 years- but shows no sign of slowing down. They have partnered with Vibe the Wave to provide financial support and help feed them whilst they’re at sea, stocking the boat full of Mornflakes’ entire range of oats and cereals- we think oats will be the perfect sustenance to keep the team energised and fighting fit.

We’re grateful to have worked with Mornflake to refresh their core brand identity for ‘Mighty Oats’ earlier this year, refocusing their proposition towards a ‘positive energy for people and planet’. We’re thrilled that the Mighty Oats brand will be a part of such a fantastic and positive movement and wish the Vibe the Wave team the very best of luck on their effort! (P.s. hope you catch that fish)