A BUSINESSMAN has pledged to help reverse an increasing trend of poverty in the North-East, highlighted in a report released by the Joseph Rowntree Foundation.

Stefan Lepkowski, managing director of Karol Marketing, has been elected chairman of the Prosperous Newcastle committee.

It is one of nine theme groups in the Newcastle Plan, a Government initiative which develops strategies to improve the quality of life for all the city's residents.

Mr Lepkowski said the aims of Prosperous Newcastle included supporting existing businesses and new enterprises, increasing employment opportunities and developing a skilled workforce.

He said: "The Prosperous Newcastle theme group will be focusing on improving the wealth and economic success of the city in a variety of ways. Among other things, we will be looking at how we can promote the city as a modern, business-friendly location, and an area which is at the forefront of business technology.

"Additionally, it is important to realise that the prosperity of the city extends beyond purely commercial matters."

The publication of the report by the Joseph Rowntree Foundation, which is based in York, found that, while overall poverty levels in the UK had decreased, the North-East was the only region which showed signs of worsening poverty.

But figures released by the Office of National Statistics show that for the first time in a decade, more people are moving to the North-East than are leaving.

Mr Lepkowski said: "These figures from the Office of National Statistics are encouraging.

"It is clear that the North-East is increasingly seen as a desirable place to live and work, attracting people from all over the country."