Midland companies working in the environmental products sector have a wealth of support available when seeking to break into new export markets. EnviroTRADE WM works alongside Trade Partners UK to help companies in the environmental sector explore the lucrative possibilities found in overseas markets. Graham Ashmore, as the head of international trade at the Black Country Chamber and Business Link, spearheads this activity in the West Midlands. In February, he accompanied local businesses on an overseas venture to support West Midlands companies. They exhibited at the Environment and Energy Show in Abu Dhabi, United Arab Emirates.
On the visit was Peter Evans, the sales and marketing director at Strataform, a Midland-based company that makes security storage covers for drinking water supplies. "Because the security side of the UK water industry is nearing saturation point, we decided that we needed to investigate export markets," said Mr Evans. "I wanted to explore the market in Abu Dhabi as the UAE is projected to spend around £12 billion on desalination over the coming years." Mr Evans used the week to see if his products could find a market in the UAE. His security doors and covers have been designed to withstand at least a 30-minute attack from a variety of tools and he was
unsure whether such high-security measures would be appealing to the UAE. Like many others he found that selling into an unfamiliar market could be daunting. "The whole experience can be traumatic, but the involvement of EnviroTRADE WM, TPUK and the various chambers of commerce all combine to make it as easy as possible," said Mr Evans.
"Guys like Graham Ashmore, who have done it all before, act very much like mentors. In many ways it is a hand-holding exercise." Over the course of the seven days, as well as exhibiting at the fair, Mr Evans was introduced to a number of business networks, received a great deal of assistance from the British Embassy and managed to establish vital intelligence on the local water industry. These factors proved crucial in tapping into the new market, but in many ways it is the softer benefits that fire Mr Evans' enthusiasm. "The whole network was very helpful indeed," he said. "I joined the group just a month before the exhibition and the Birmingham Chamber was able to provide Arabic translations of my brochures. I used my own agencies to design the exhibition panels but turned to TPUK for the travel arrangements. "You can book your own hotels on the Internet but to have it all done for you, and heavily subsidised by TPUK, makes it a lot easier." Mr Evans also found some unexpected advantages in going out as part of a group. "It brings reassurance," he said. "When the airline lost our bags, someone in the group said 'I've got a spare jacket', someone else had an extra tie and I was able to borrow double-sided sticky tape. "There were two guys who missed their connection due to flight delays. When they arrived on the morning of the exhibition, they found that we'd all clubbed together to set up their stand." After 12-hour days, the loneliness of a far-flung hotel room did not await these businessmen. "The social aspect is another great advantage. In the evenings we went out for meals and then headed to jazz bars. I've got some great photos," said Mr Evans. After the success of the UAE, Mr Ashmore is eager for EnviroTRADE WM and TPUK to support more companies explore export markets. "We are planning to support further visits to the Gulf states, Central Europe, China and West Africa," he said. "We would be pleased to discuss what help we can give to West Midlands companies in any overseas market." | 
