BEN as in Benevolant Fund, the motor and allied trade's charity (and the bicycle trade is one of those 'allied' trades).

Madison’s Christmas card budget given to BEN

Madison customers will get their corporate festive greeting in the latest edition of Madison’s newsletter, ‘Business’, due out next week.

Founded in 1905, BEN is the occupational benevolent fund for employees past and present (and their dependants) from the motor, cycle, motorcycle, commercial vehicle, agricultural engineering industries, plus all their associated trades, organisations and industries.

Madison joins the ranks of all those cycle trade companies – such as Shimano, Hot Wheels and many others – who donate their Christmas card budgets to charity. has played a small part in this change of focus, campaigning for the end of impersonal, corporate Christmas cards. Personal ones – you know, hand-written and addressed to the person or business on the receiving end – are lovely, but round-robin signed ones, addressed with computer-generated sticky labels smack of sloppy thinking and thoughtlessness.

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