The Cows Media Release


20 Aug 2021

Embargo: None

Written by: Dave Macleod

Winston Park business offers a cuppa for CHOC

Durban - With the ongoing lockdown shutting down sporting events and in the process hamstringing the ability of the The Cows to use sport events to raise funds for the CHOC Childhood Cancer Association, Upper Highway businessman and keen cyclist Richard Critchlow has brewed an innovative scheme to help out.

Critchlow's coffee shop at the Winston Park service station Fresh Stop is a regular stop for cyclists training in the Upper Highway area, and he decided to donate a Rand per cup of coffee sold to the CHOC coffers, under pressure due to The Cows activities being curtailed.

"The Cows have lost a number of avenues to generate income for CHOC, so when one of their projects fell away I thought I would come in and use my coffee sales as a way to give back," explained Critchlow.

"It has worked well! This is a regular stop for runners and cyclists and when they heard that we were trying to make a difference with the coffee sales, it has had the desired effect.

"There is a wide understanding of what The Cows do so when word got out that people could assist The Cows by just buying a coffee, business at our coffee stand has started to pick up!"

Critchlow explained that a three month window had been set for the promotion to help plug the gap left by the cancellation of many mass participation sporting events.

"At the end of the three months we will be in a position to do a big handover, and I would like to combine that with a big ride with The Cows," he said.

"This has been such a positive project that I will look at keeping it going," he added.

"That is The Cows effect," said local co-ordinator Durbs Daisy.

"When the group of sportspeople passionate about using their energy to help fund the work that CHOC does saw their traditional fundraising opportunities drying up, there is always someone like this who can come up with a new and out-the-box way to raise funds.

"It is a fantastic example of a local business stepping in to make a difference at a time when there is so much pressure on individuals and businesses.

"It is a win-win-win situation," Daisy explained. "CHOC gets the income they so desperately need, the local business gets new feet coming in the door, and we as cyclists get our fix of great coffee!" she added.

More information about The Cows can be found at

About The Cows
The Cows were started in 2008 by a group of eight enthusiastic cyclists keen to make a difference and raise funds for the CHOC Childhood Cancer Foundation of South Africa. Cordi van Niekerk was one of the founder members and joined Kerrin and Grant Bain in cycling the 947 Cycle Challenge in memory of their daughter, Jessica, who had recently died from cancer at just 20 months old.

As CHOC had played a significant role in the Bain family's life in the last few weeks of Jessica’s life, specifically with palliative care and emotional support, the decision was to make CHOC the beneficiary of their quest. They decided to don cow suits and succeeded in raising R230 000.

In 2009, the herd gained momentum and grew to 140 energetic cows. Just two years later the herd numbered a staggering 350 cows all riding for a purpose. Armed with the ‘Love Living Life’ slogan and a healthy dose of enthusiasm, the herd has enjoyed much success and acclaim.

Ten later, hundreds of people have participated in events wearing cow suits. The Cows have raised well over R30 million for specific projects implemented by CHOC and The Cows brand is prominent in many sporting events in South Africa. With these funds, CHOC is able to make a difference to the children being treated for cancer throughout South Africa.

One herd; one quest: to make a difference to children with cancer. Love Living Life!

More information can be found at


Photo Caption Photographer Click to download the hi-res pic

 The Cows Logo - JPeg


Winston Park service station owner Richard Critchlow (back left) is making a donation for every cup of coffee bought at his Fresh Stop. Backing the fundraiser are Durbs Daisy (left),  Minenhle Cebekhulu (right) and Lynne Macrae (back right). Dave Macleod/
Gameplan Media

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