The way to an importer's heart is through his stomach. Here, especially for Business Press, Minister for Trade RICHARD CABORN talks of the special significance of a visit to North Yorkshire next month by buyers from the US

A mission of a dozen US food and giftware buyers is preparing to sample the wares of companies in York and North Yorkshire towards the end of next month.

The two-day visit, organised by York and North Yorkshire Chamber of Commerce in association with Business Link North Yorkshire and North Yorkshire Export Forum will culminate in an exhibition at the Pavillions in Harrogate showground. It immediately follows on from the International Food Exhibition in London.

It takes advantage of the fact that the US buyers are already in the country so providing a more cost-effective mechanism for bringing them to Yorkshire.

The seeds of the idea developed when a commercial officer from the British Consulate General in Seattle visited the Business Link in York last year. Since then work has continued resulting in this excellent opportunity for local companies to develop 'live' contacts in two key sectors of the important US market.

All local partners are involved in the arrangements, including the Chamber of Commerce, local authorities and private sector representatives. Trade Partners UK staff from the Business Link in York, the Government Office in Leeds, the market desks in London and the posts overseas are all working together to make this event a success.

Already thoughts are turning to follow up as part of this strategy. The buyers in the region know that in order to secure substantive orders they will need to make follow up visits to the US market and the timing is good.

A new US President was sworn in last week. With the new incoming administration this is a better time than ever to look at the export opportunities for companies in Yorkshire and Humber

We have enjoyed a good, strong, long-standing commercial relationship with the United States - the biggest trading nation in the world - for well over 100 years. An attractive market for UK exporters and investors, the US is, like us, politically and economically stable. We also share a history and a culture, of course.

Business Press readers will know that America is Britain's largest single export market. As businessmen and women you will be pleased to hear that the Prime Minister is keen to continue to work very closely with the US Government on the issues which matter to both our countries, and to make sure that the alliance we enjoy remains very strong and equally productive.

The Prime Minister and George W Bush met this weekend at Camp David specifically to discuss trade issues aware of the mutual importance of access to our markets - the UK as a base for US companies looking to Europe; US as a base for UK firms looking to the Americas - North, Central and South. And as overall levels of trade continue to rise, there has also been a shift in mix of products being exported from the UK to the US.

We have seen a large growth in exports of high knowledge content products such as components for telecommunications, electronics and computers. Across the board, this suggests that UK has the right products, of the right quality and at a competitive price.

Trade Partners UK is also keen to work with its sister brand, Invest UK. This will soon be achieved by the core Trade Partners UK team in Leeds moving to join their inward investment colleagues at Yorkshire Forward.

Yorkshire's new regional development agency has already scored the notable success in the US of establishing the North of England Inward Investment Agency with offices in Chicago, Atlanta and Boston. As well as stimulating the regional economy by encouraging US companies to invest, it is an excellent example of the three RDAs for the North of England working together to establish a joint office.

The continuous drive to improve the level of Yorkshire's export performance was boosted recently when Trade Partners UK and Sheffield Chamber of Commerce joined forces with me to help promote overseas trade with South Africa by taking a trade mission there.

Trade Partners UK and Yorkshire Forward have also joined forces to create a China Group for the region.

The International Food Exhibition in London and the visit of US food and giftware buyers to the UK reinforces the unique trading relationship that exists between the UK and our transatlantic partner.

The Export USA programme seeks to build on that unique trading relationship. It's a package made up of five elements:

- an initial market assessment and on-going mentoring from an American commercial officer based at one of the British consulates in the US

- attendance at a three day, US-focused marketing course run by a University Business School specially for Trade Partners UK

- a training visit to a US trade fair or event relevant to the company's industry

- advice on commercial publicity, possibly including the drafting of a press release on the company's behalf, for circulation in the US

- free membership of the British American Chamber of Commerce for one year.

Businesses wanting to know more about this programme and other help available from the North America Unit should contact Business Link North Yorkshire at 01904 686000 or telephone the Unit on 020-7215 4928.

Meanwhile I hope that Yorkshire and Humber firms will take full advantage of the valuable opportunities that exist through our fruitful business relationship. I can recommend a visit to the Trade Partners website at

www.tradepartners.gov.uk

Those wishing to take up the challenge should phone the International Trade Team in Leeds on 0113 2470000.