Singer songwriter James Morrison has jumped onboard and is backing the Paddle for Life.

The singers support will help lift the profile of Joe’s story which continues to inspire people all over the world to get involved.

James Morrison is a BRIT Award-winning British singer-songwriter. His debut single "You Give Me Something" became a hit in Europe, Australia, and Japan, peaking in the top five in the UK and New Zealand.

James began playing guitar when his uncle Joe showed him how to play a blues riff. As a teenager he started busking when he lived in the village of Porth, near Newquay, in the Phoenix public house at Watergate Bay. He used to practice playing his guitar on the prom looking over Porth beach.

The Loop Flowrider at Retallack resort and Spa hosted the UK championships this weekend attracting the cream of Europe’s flowriders and surfers.

The team at the loop invited Newquay Mayor Andy Hannan to come up and try Cornwall's fastest growing extreme sport to help raise funds for his chosen charity the Joe Way appeal.

Mayor Hannan was delighted to have the opportunity to raise funds this time for the Newquay Surf Life Saving Club and was joined by some of the members in a flow riding session.

Andy Hannan said “This is a great facility and another example of how businesses can attract people to Cornwall. We had a great time and I would highly recommend this as a great family day out”.

A raffle was held with surf lessons donated by the Quicksilver surf school at South Fistral.

Mayor Hannan will be at the Japanese car show at Hendra Holiday Park this Sunday (11th June) which is raising money for Shelter box in aid of the people of the Japanese earthquake.

Matt Way, Joe’s Dad said; “We would like to thank the team at the Flowrider for giving us this opportunity and their continued support with Joe’s appeal."

Southwest business continues to support the annual Joe Way Paddle for Life event which is being held on the 15th of September at Newquay harbour.

A green Western Greyhound double decker bus will advertise the Joe Way appeal and will be driving around its routes in Cornwall, bringing the Cornish toddlers story to new people. Western Greyhound is a Newquay-based family-run business that has been operating since 1998. It now runs an extensive bus network throughout Cornwall and into Devon, offering services which frequently connect together to provide excellent journey opportunities in the region.

Joe’s dad, Matt, asked Mark Howarth, MD from Western Greyhound, if he would give the £2000 worth of advertising space as a donation. The company has already supported the late toddler’s story and Mark once again agreed to help.