As part of its corporate responsibility work, Sainsbury's set up the Local Heroes scheme with the aim of recognising and rewarding the individual volunteering and team fundraising efforts of Sainsbury's colleagues. To participate in Local Heroes, colleagues complete and submit a form describing the type of work they do and those who benefit from it. Completion of this form automatically rewards colleagues with £200 for the charity or group they volunteer with in their own time.

Peter Hawkes, a Freewheelers EVS volunteer rider, works two days a week at the Bath store and entered the 2005 scheme.

Selected members of the scheme were further recognised for their efforts at a ceremony hosted by Justin King, Sainsbury's Chief Executive (pictured right with Peter). Peter was invited to that ceremony and was chosen as the winner of the Local Heroes 2005 Volunteer Category. At that ceremony Peter was given a cheque for a further £500 for Freewheelers EVS.

This photo on the left shows of Peter on one of Freewheelers' bikes. It was taken outside Sainsbury's Bath store. It will be used as the cover shot in 'The Journal', Sainsbury's house magazine.