5 APRIL 2002 ------------------------- THE MEN FROM UNCL UNITE TO PUSH CEREALS GROWERS, traders and processors who joined forces recently to promote cereals and cereal products from

Northumberland have stepped up the pace to secure a range of new markets. Unique Northumberland Cereals has planned four days of intensive marketing in early July at the Royal Show and in

the county as part of its "initiative to reach along the food chain". The group says the event is likely to feature the biggest gathering of cereal-buying power ever assembled in

the UK. Currently, 10 overseas buyers from seven countries will attend and a further 70 British cereal processing companies, bakers and brewers have been invited. "People tend to think

promote their products to specific buyers." Other members of the team include Terence Pardoe, chief executive of Coastal Grains and farmers Barclay Forrest and Peter Jackson. All

grabbed the opportunity to launch the initiative when Northumberland was named as feature county for the Royal Show. Backing from a host of local businesses, including traders, seed

companies and ports, as well as banks, the Home-Grown Cereals Authority and the Royal Agricultural Society of England, has secured £60,000 of sponsorship for the project. The Curry report

has recommended that sectors get together to identify customers and promote their products, says Dr Evans. "We hope this initiative will enable producers and the market to establish and

maintain links. If we can secure better markets and better prices, we will be able to secure a better future for farmers, too." &#42 UNCL AIMS Establish Northumberland as a

distinct supplier of cereal and cereal products. Gain reputation for quality/customer service. Provide platform for individual business promotion. Encourage vertical integration, joint

ventures and product innovation. Improve job security in cereal sector. Increase business confidence in sector.