OPPORTUNITIES for Yorkshire brewers to tap into middle class India’s growing taste for beer - and other world trade opportunities - were discussed at the Great Yorkshire Show today.

The strength of the Yorkshire brand and the potential for finding worldwide markets for the region's businesses are being discussed at the three day event in Harrogate.

For the first time, the government department, UK Trade and Investment (UKTI) exhibited at the show and brought ambassadors from India, Russia, Belgium and France.

They were there to talk to the region’s food and drink and agri-tech companies about exporting their products abroad.

UKTI’s international trade a for the region, Alastair Gardner, said the food, drink and agri-tech industries – which cover everything from field to fork – were worth £7.9bn just to Yorkshire and Humber.

He said there were tremendous opportunities for businesses in Yorkshire and the North-East and they were looking at reaching companies they hadn’t dealt with before.

Stephen Noblett, food and drink sector specialist for UKTI Yorkshire and the Humber said the British products abroad were trusted and perceived to be good quality.

“We’re here to encourage Yorkshire companies to look at exporting abroad for food and drink and agri-tech, which are high on the government’s agenda for export. We’re here seeing what we can do to assist our companies and open doors, whether they’re a one-man band or a £250m multi-national; we’re a broad church and will help anybody as long as they’re capable enough.”

He said with the help of events such as the Grand Depart and Tour de Yorkshire, the county itself was a “wonderful brand”.

Mr Noblett said: “There’s never been a better time for export as far as Great Britain is concerned. British brands and Yorkshire brands particularly are trusted."

One of the markets being looked at was India, where a growing middle class with a disposable income were finding an increasing appetite for beers, particularly among younger women.

Anthony Cooper, UKTI’s ambassador for India, said the market for beer in India was experiencing an 18 per cent annual growth. “Certainly the UK brand is powerful and trusted and strong in India. We would like to work with local companies to promote the Yorkshire brand in India.”

Trade representative Gaganjot Kaur said: “India women don’t enjoy the taste of wine yet, but beer is seen as acceptable for the young crowd.”

UKTI’s representative in Moscow, Cathy Cottrell, said the region’s agricultural expertise could find a welcome reception in Russia, where they are currently investing heavily in food production and attempting to modernise farming.

Television presenter and chef James Martin, who grew up on the Castle Howard estate in North Yorkshire, where his family farmed, said he thought Yorkshire’s exposure in the opening stages of the Tour de France helped push awareness of the county globally.

“I think as a brand, something like the Tour de France certainly helped us. It pushed it to another level,” he said.

“As a farmer’s kid, I’m only too aware how good the products are and always have been.”

Sir Gary Verity, chief executive of Welcome to Yorkshire, said: "Yorkshire has had a fantastic year, and the success of international cycling in the county has resulted in more and more international interest.”