Executives from Iceland Foods have played a personal role in a new campaign to raise awareness of prostate cancer in the UK, ahead of Father’s Day.

In a campaign produced in partnership with Prostate Cancer UK, Iceland Foods CEO Tarsem Dhaliwal OBE, and his son, chief commercial officer Paul Dhaliwal appear in a video discussing their family relationships and the family’s history with prostate cancer.

Their chat ranges from learning the ropes of a retail business to encouraging men to break the silence around prostate cancer, become aware of their risk level, and get tested if necessary.

Tarsem Dhaliwal has taken on a new role as an ambassador for Prostate Cancer UK, as part of Iceland’s ongoing commitment to raising awareness levels of the disease.

Prostate cancer is the most common cancer in men, and an early diagnosis can save lives, so men need to be aware of the risk of the disease. Men are at higher risk if they are over 50, Black or have a father or brother who has had prostate cancer.

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“Becoming an ambassador for Prostate Cancer UK is a first-of-a-kind role for me. I am committed to helping my son, and every man, understand their risk of prostate cancer and take action early,” said Tarsem Dhaliwa.

“Iceland Foods Charitable Foundation has been working alongside Prostate Cancer UK for almost two decades, and we’re honoured to use this Father’s Day as a moment to shine a spotlight on such an important issue, starting life-saving conversations between fathers and sons, families, and communities,” he added.

“For more than a decade, we’ve proudly worked side by side with the Iceland Foods Charitable Foundation, and we’re delighted they’re once again helping to raise vital awareness of prostate cancer, the most common cancer in men, ahead of Father’s Day,” added Prostate Cancer UK chief executive Laura Kerby.

“Father’s Day is a poignant time, as many families remember loved ones and celebrate those still with us. We’re incredibly grateful to Tarsem and his son Paul for sharing their personal story so openly.

“One in eight men will get prostate cancer. The earlier it’s found, the easier it is to treat – but there’s currently no screening programme. If, like Tarsem, you have a family history of the disease, or if you’re Black, you’re at the highest risk. That’s why we strongly encourage men to speak to their GP about testing from the age of 45.”