BRANDS
quality and value to customers worldwide, despite the challenges faced by British exporters. “We should acknowledge and celebrate our resilience through Brexit, Covid and how we’ve been able to get through these years and remain as strong as we are. “It’s really special to have supporters who have supported us all the way through the process as well. And we obviously owe it to them for our success.”
Societal change Frog stands at the forefront of addressing the pressing crisis in child health, driven by rising childhood obesity and sedentary lifestyles.
PHOTOGRAPHY: EWAN MEEHAN
This is the second time that Frog has been recognised, previously winning the Queen’s Award in 2018. Winning the award two terms in a row can’t be understated.
In 2018, 152 businesses were recognised for
International Trade. In 2023, that number was nearly halved, with only 78 receiving the accolade this time around.
“Winning the King’s Award for International Trade is a significant milestone for us,” commented Jerry Lawson. “It underscores our dedication to delivering exceptional
The Frog City range was key to developing international trade
Recognising the pivotal role of early intervention, Frog advocates for increased early years cycling to lay the groundwork for a healthier generation. Through partnerships with cycling organisations, such as
Bikeability, charities, schools, nurseries, and councils, they strive to enhance cycling access for children to promote physical activity, mental well-being, independence, and confidence. “Our dedication to fostering a healthier future for our children is deeply ingrained in everything we do,” added Shelley Lawson, co-founder of Frog. “Receiving the King’s Award for Enterprise is a testament
to the collective efforts of our team and partners who share our vision of empowering the next generation through active lifestyles worldwide.” Among the key initiatives Frog supports is the removal of
VAT from children’s bikes, increasing their accessibility to families.
The campaign to reduce VAT on children’s bikes is a longstanding issue within the bike trade. In 2009, Halfords launched a large PR campaign to reduce VAT on these products to 5%. However, this heeded no result. More recently, the Bicycle Association’s UK Cycle Industry Manifesto – unveiled in November 2023 – called for zero VAT on children’s cycles as one of its “quick win policies” for future governments to implement to support industry growth.
By aligning children’s bikes with other essential children’s items, Frog – and many others – want to make it easier for parents to provide the tools their children need to stay active and healthy. “There is no VAT on kids’ clothing, so why would something like sports, or bicycles, be subject to VAT?” commented Jerry Lawson following the March budget announcement by Chancellor Jeremy Hunt. “There should have been more funding dedicated to cycling and promoting cycling among kids.”
44 | May 2024
www.bikebiz.com
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