On Friday 13 June, I was honoured to attend the Recognition of Excellence Awards 2025, held at the House of Lords, a fittingly prestigious venue for an event that celebrates the unsung heroes of community pharmacy – our pharmacy support staff.
Organised by CIG and Training Matters, the Recognition of Excellence (RoE) Awards shine a spotlight on those working behind the counter and in the dispensary, whose efforts often go unseen but are absolutely vital to the profession and to patient care. From counter assistants to dispensing staff, the event recognises individuals who consistently go above and beyond to support their teams, their patients, and their communities.
As the Director of Pharmacy for the PDA, I was proud to attend not just as a guest, but as a representative of our members. This was an opportunity to reflect our members’ views in conversations with stakeholders, former RoE winners, and other sector leaders, ensuring that the voice of the employed and locum pharmacists we represent was heard in a space dedicated to recognising excellence across the pharmacy team.
Representing PDA members at a moment of celebration
Many of our members work side by side with the very individuals honoured at the RoE Awards – colleagues whose professionalism, empathy, and commitment are crucial to delivering safe and accessible care. At the PDA, we believe strongly in the value of the entire pharmacy team, and the RoE Awards exemplify what can happen when that value is recognised and celebrated.
Throughout the afternoon, I spoke with fellow attendees about the challenges our members face in community pharmacy – including high workload, low staffing levels, and the need for proper investment in both people and practice. I was clear in voicing the concerns our members have raised about recognition not being limited to one-off events, but embedded in workplace culture, professional development, and leadership structures.
Recognition, when it’s meaningful, is a form of advocacy. And advocacy – as we know at the PDA – can change not just careers, but lives.
Stories that inspire and remind
One of the most powerful moments of the afternoon came from keynote speaker Bonita Norris, the youngest person to summit Mount Everest. Her reflections on resilience, teamwork, and humility struck a chord with many in the room. She reminded us that true greatness is rarely achieved alone – and that those who support us through difficult climbs are often the real heroes of the journey.
In community pharmacy, we see this daily. The smallest acts of kindness, moments of support, and commitment to patients are what hold the system together. The RoE Awards recognise that truth – and provide a much-needed platform to celebrate it.
Why this matters to the PDA
Our role at the PDA is to defend, support, and advance the interests of pharmacists across the UK. But we do so with a deep understanding that pharmacy is not delivered in isolation. It is the result of collaboration, shared responsibility, and collective effort.
That’s why we continue to advocate for inclusive recognition, investment in staff development, and a sector-wide culture of respect and dignity. Whether you are a newly qualified pharmacist or a counter assistant with 20 years of experience, your contribution matters.
Events like the RoE Awards are important not only because they celebrate outstanding individuals, but because they set a standard for what recognition should look like across the profession.
To the winners and finalists: thank you for your dedication, your energy, and your example.
To our members: thank you for continuing to raise your voices, support your teams, and shape a better future for pharmacy.
Looking ahead
As the profession continues to evolve, it is essential that celebrations like the RoE Awards are matched with structural change – ensuring that the excellence we recognise publicly is supported privately, professionally, and politically.
At the PDA, we will continue to speak up on behalf of our members and the wider pharmacy workforce – championing recognition that is not just ceremonial, but transformational.
By Jay Badenhorst, PDA Director of Pharmacy
Learn more
- The expanding role of pharmacists and pharmacies in public health – and why they are being let down
- One in three pharmacists now Independent Prescribers – A significant milestone, but challenges persist
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