TRI-POD: From grief to inspiration (Part 2) with Morgan’s Army Co-Founder Natalie Ridler : Moodie Davitt Report

The latest dual edition of TRI-POD, The Moodie Davitt Report’s video podcast in association with The SEVA Group, is arguably our most powerful to date.

Presented in two parts (Part 2 here, scroll down for Part 1), it features Morgan’s Army Co-Founder Natalie Ridler.

Morgan’s Army was founded by Natalie and Matthew Ridler after the death of their son Morgan from cancer, aged three.

The charity supports families across South Wales affected by childhood cancer, with a particular focus on the often-overlooked siblings of young cancer patients.

Women in Travel Retail+ chose Morgan’s Army as its official charity partner for 2026. It was successfully nominated by The Moodie Davitt Report Publisher Irene Revilla and Sinead Moodie before the latter’s passing this February.

Sinead conceived #KickCancerThon, the enormously successful ‘global + local’ travel retail campaign to raise funds and visibility for cancer research worldwide, an initiative that lends both context and added poignancy to this edition of TRI-POD.

Having talked in Part 1 about the devastating impact of Morgan’s diagnosis, prolonged illness and ultimate passing, Natalie turns her attention to the genesis and subsequent growth of Morgan’s Army and its unlikely connection with Women in Travel Retail+.

Morgan Ridler’s (left) courageous fight against cancer has inspired his parents’ ongoing charitable efforts, which support hundreds of Welsh families affected by childhood cancer. (Right) Matthew, Natalie and young Rhiannon Ridler have turned desperate loss and grief to life-changing purpose.

In a powerful part of the conversation, Natalie talks of how grief impacts those directly affected and how it is often misunderstood by others.

“There is this expectation that people move on and that we’re going to be the same productive person. But we’re not,” she observes. “In society, lots of people are encouraged to squash grief down and carry on as normal. But grief will stay with you for life.

**Morgan’s courage and loss has inspired an extraordinary movement through the charity that bears his name**

“And I believe it’s important those conversations become open, so that as a society we become more understanding of grief, better at supporting each other and making the world a kinder place to live in.

“I find that grief is just love with nowhere to go, really. It’s simply love viewed in a different way, and it’s still very much a part of my life. I carry Morgan with me in everything I do.

“It’s my responsibility now to live a life that he couldn’t live – and take him with me. I often think of it like a second skin, or maybe like an invisible rucksack that I carry.

**Please try to support Morgan’s Army through Women in Travel Retail+. No sum is too small. Click on the image to donate.**

“Some days I’m stronger at carrying it, other days it feels really heavy. But the important thing is that you get up and you face the day, whether you’re carrying the grief or it’s a bit lighter. But that’s just because it’s love, really.”

How Women in Travel Retail came calling

Natalie expresses her amazement and deep gratitude for the Women in Travel Retail+ connection. “I had an email from a lady called Sarah [Branquinho – Women in Travel Retail+ Founder and Chair] and I remember thinking, ‘What is this about – Women in travel retail?’

Women in Travel Retail+’s support has made a profound difference to Morgan’s Army, “catapulting” it onto a key global stage, says Natalie Ridler, pictured here with husband Matthew, WiTR+ Vice-Chair Gerry Munday (right) and WiTR+ Founder & Chair Sarah Branquinho (left)

“So I showed it to the trustees and they said reply and get more information. I sent the information through, and then I put it to one side, because we get many emails about support. And then, Gerry [Munday, WiTR+ Vice Chair] reached out to me then, saying we’d been successful.

“She started telling me about all the things they would do; who they were and that they were global. I remember thinking, ‘We’re a very, very small charity – small but mighty – but this will catapult us onto a global stage.’

“And we will be looked at by companies that all want to support our mission and which believe in what we are doing.”

Natalie also explains why Morgan’s Army decided to create the Sinead Moodie Award (an initiative announced on 9 June at a Women in Travel Retail+ gathering in London), noting: “This award will be presented each year to someone who has demonstrated exceptional bravery, selflessness and consideration for others.” ✈