IT may sound like a new slant on taking coals to Newcastle, but a North-East businessman is teaching Arabs how to feed their camels.

And business is booming for Michael Reay.

Mr Reay, whose firm, Equine Products UK is on Newburn Haugh Industrial Estate, in Newcastle, is a pioneer in the use of feed supplements. Many of the firm's products are hailed as a breakthrough in animal nutrition.

Managing director Mr Reay has been personally responsible for growing sales in the United Arab Emirates from an initial order of £4,000 15 years ago, to a market leader today.

With the support of the International Trade Team at Business Link Tyne and Wear, he has targeted other Middle Eastern countries. Sales there stand at nearly half a million pounds, accounting for a substantial amount of the company's turnover.

Mr Reay said: "The Middle East has a business culture which is very alien to ours and relies on the personal relationships and adherence to their way of doing things.

"Even though this behaviour is often uncomfortable for us, it is a vital aspect of successful trading."

As well as spending a great deal of time in the desert with more than 300 camel doctors in the field clinics, Mr Reay has had to suffer the acquired taste of camel milk, and many nights sleeping in tents.

He said: "Over a period of 15 years, I have experienced immense heat and humidity, insect life, sandstorms and sometimes distasteful hospitality in a bid to overcome the natural suspicions of customers to a foreign supplier.

"But it is vital in order to gain entry to the tight-knit circle that is the camel and horse-racing in Middle Eastern countries."