"IT'S been one hell of a ride," says George Thomas as he retires after 25 years as the voice of Bulmers.

It's a career that has seen George masterminding Royal visits and negotiating media minefields including 2003's take-over of the company by Scottish and Newcastle and the 'biggest of them all' - the recent Legionnaires' disease outbreak.

The final twist in the Legionnaires' story for George was being tested for it himself.

"I had to laugh - I had pneumonia before Christmas and had to be routinely tested."

George's working life began when he was indentured to the Montgomeryshire Express at 17, for the princely sum of £3 a week and exclusive use of the office motorbike.

He shared every young journalist's dream of Fleet Street, but his career took a different route.

"I moved to Newcastle, but I wasn't happy, so when Ray Goulding offered me a job on the Hereford Times I jumped at the chance," George says.

His eight years on the news desk covered some exciting times, including the glorious season when Hereford United made the second division.

But in 1978 the poacher turned gamekeeper and he moved to Bulmers as PR manager.

George's first major PR event was Margaret Thatcher's visit to the site.

"A combination of threats and persuasion ensured that it went fantastically well," he recalls.

If ambition is measured by an unrelenting upward trajectory and constant job moves, George might, as a colleague once commented, "have no ambition", but even the most cursory glance at what he's achieved in the community would soon dispel the idea.

George has become a huge part of the Hereford landscape, working as hard outside the office as he has in it.

He was one of the founders of the Herefordshire Talking Newspaper for the Blind, has been president of the Rotary Club and Hereford Lions, was a founder member of West Mercia Crimestoppers and a major player in the conversion of the Edgar Street baths into the Nell Gwynne theatre, replaced now by the Courtyard.

George was also president of the Pantomime Society for 10 years and often played the villain - although he always had his eye on a different role.

"I've played an Ugly Sister, but never the Dame," he says ruefully.

Despite job offers from elsewhere, George opted for quality of life and playing a large part in the community.

"This was the perfect place to bring up the kids. The longer we lived here, the harder it became to think of leaving," he says.

George, who is taking early retirement aged 61, now plans to take a few months off to recharge his batteries before making his skills and experience available to local businesses.

"Smaller companies often have no professional PR help. With it, their businesses can grow and contribute to the regeneration of Herefordshire.

"I'm keen to be part of that growth," he says.

But that might have to wait - George and wife Gwenda are expecting delivery next month of the 'perfect retirement gift' - their first grandchild.