The Davery Establishment's David Phillips participates in World's Greatest Shave | VIDEO

One of Murray Bridge's best-known beards will be reduced to stubble at 10 o'clock this Thursday.

Dave Phillips, proprietor of Murray Bridge cafe The Davery Establishment, will ditch his hirsute look as part of the World's Greatest Shave.

The Leukaemia Foundation uses the annual event to raise funds to support Australian families dealing with blood cancer, and research into the disease.

"A customer of ours, she said 'I've got this particular form of leukaemia', and I've developed a friendship with her," Mr Phillips said.

"I've had family members (deal with it) in the past.

"I thought it was probably worthwhile to try and do something."

He has given his beard a number-two or number-three trim a few times, but has never shaved it off completely since he was in his early 20s.

"At the end of the day it's hair," he said.

"The significance is not how hard it is to do it, it's why you do it."

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