Biker-Mate, an energy absorption crash cushion developed by Cellbond’s sister company Euro Road Safety, has been nominated in the Great Britain 2012 poll for its “unique approach to improving safety on [British] roads.” The product, which utilises Pressload energy absorber, can be fixed to posts, rails, lattix, lamp-posts and other structures to reduce the risk of injury or death should a motorcyclist collide with this roadside object. The patented Pressload material, which works in a manner similar to honeycomb, dissipates the impact energy within a constant force level. The Biker-Mate product as a whole helps to spread the impact energy over a longer time period, with a lower energy concentration and less residual energy post-impact. Comprehensive tests show that Biker-Mate has around a 30% absorption capacity of the impact energy generated in such a collision. Biker-Mate has also been selected by Huntingdon MP Jonathan Djanogly to represent the constituency in the ‘Made by Britain’ campaign launched in the summer by Business, Innovation and Skills Secretary Vince Cable.