A 54-year-old entrepreneur from Pembrokeshire has become the first person to be appointed ‘business ambassador’ for the Wales Air Ambulance charity.

Ascona Group founder and chief executive Darren Briggs has been recognised for his long-standing work supporting the lifesaving charity.

Wales Air Ambulance chief cxecutive, Dr Sue Barnes said: “I am delighted to announce the appointment of Darren Briggs as the Wales Air Ambulance Charity’s first business ambassador.

“This role recognises Darren’s exceptional commitment to our lifesaving service.”

“Ascona Group has helped fundraise an extraordinary amount of money for our Charity over the years and continues to do so.

“We are hugely grateful for the incredible platform we have been given at forecourts across Wales and to the generous customers who have donated to our lifesaving cause.

“Darren’s appointment comes at a significant time for our Charity; we will be marking our 25th anniversary in 2026. We hope to continue to draw upon his expertise in the years ahead,” she added.

Darren, who acquired his first site in April 2011, says he is ‘totally honoured’ by the accolade.

“It is incredibly special to be the Business Ambassador for Wales Air Ambulance. It is particularly important that I can use my business skills and networking to promote the lifesaving service even more,” he said.

Darren has a long-standing partnership with the Charity and Ascona Group has donated over £168,000 over the past three years.

“I will always support the Wales Air Ambulance. It is a key service for the people of Wales and has saved thousands of lives since it first started back in 2001,” he continued.

“It came to the aid of one of my longest-serving employees, who is thankfully still around.”

Reflecting on the Charity’s 25th anniversary next year, Darren said: “It’s incredible how the service has transformed over that time.

“The Charity relies on donations each year for its survival, so I aim to use my knowledge and contacts to help access new income streams.”

Ascona Group has teamed up with the award-winning UK fintech charity Pennies, which enables micro-donation opportunities at checkouts, helping create an enormous impact for charities in need.

Customers are given the opportunity to donate to charity when paying by card or digital wallet, which Ascona Group will match fund. It has already helped raise an incredible £68,000 in just over six months.

“We are offering our customers the opportunity to donate 30p each time they fill up or shop and we will match fund up to £100,000,” explained Darren.

Darren, who also has a pilot’s licence, has visited the Charity’s airbases on many occasions. He was presented to Wales Air Ambulance Royal Patron, His Royal Highness the Prince of Wales, during his visit to the Dafen site in September 2024.

“The Prince of Wales is so passionate about the work of the Charity and took time to talk with everyone,” he added.

“When you meet the clinicians and they tell you about the kind of scenarios they have been involved with, it is truly humbling.”