Ascona Group donates 16000 to RNLI crews
Welsh business Ascona Group has raised £16,000 for Angle Lifeboat and Milford Haven RNLI, demonstrating the company’s commitment to supporting the communities it serves. The donation was made through the group’s Making a Difference Locally (MADL) initiative, which operates in partnership with Nisa Retail.
The £16,000 cheque was presented by Ascona Group CEO Darren Briggs to Lewis Creese, Coxswain of the Mark Mason lifeboat, during a visit to Milford Haven. The Ascona Group team was given a tour of the lifeboat, providing insight into the conditions faced by the volunteer crew when responding to emergencies.
Community Support
Ascona Group operates 70 roadside destinations across England, Wales, and Scotland, each featuring a Nisa convenience store. Through the MADL initiative, money is generated from purchases of Co-op branded products and allocated to local charities and community organizations chosen by the retailer.
For Darren Briggs, the donation has personal significance, as Milford Haven is his hometown and the Ascona Group name comes from a trawler owned by his great-grandfather. Briggs explained that supporting the RNLI is a great example of the company’s belief that commercial success should create opportunities to make a lasting difference in the communities it serves.
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Additionally, there is a personal connection to the Ascona name, which was inspired by Darren Briggs’ great-grandfather Charles’ trawler called Ascona, which operated between Milford Haven and Lowestoft in the 1950s. This connection highlights the strong ties between the company and the local community, making the donation even more meaningful.
RNLI Operations
The RNLI’s Angle Lifeboat Station is situated on the Milford Haven Waterway, a large and busy shipping area with a high volume of commercial and leisure traffic. Across Wales, RNLI lifeboat crews launched 1,180 times in 2025, coming to the aid of 948 people and saving 51 lives.
Angle RNLI crew member Darrel Walters accepted the cheque on behalf of the lifeboat crew and fundraising group, saying it was an absolute privilege to accept the generous donation. RNLI Community Manager Alice Coleman commented that the organization relies on the kindness and support of organizations and individuals in the community, and funds like this help ensure volunteer lifeboat crews can continue to save lives at sea.
