Business ambassadors to promote UK

Prime Minister Gordon Brown announced the initiative, which will concentrate on providing small and medium-sized businesses with access to international market, and will work alongside the government to achieve its aims.

..their business expertise and international experience will provide vital support to UK business interests in global markets

Prime Minister Gordon Brown

Business ambassadors will undertake overseas visits to lobby for access to markets or run trade missions for small UK-based companies.

Mr Brown said he was "delighted" that members of the business and academic worlds have joined the government in promoting the UK.

He commented: "In this challenging economic climate, their business expertise and international experience will provide vital support to UK business interests in global markets.

Foreign Secretary David Miliband added: "Our ambassadors around the world are engaged in promoting the UK economy and supporting business internationally. I welcome the additional expertise and resource that the Business Ambassadors will provide to support them in reinforcing the UK's reputation and delivering business success.

Among those involved with the initiative are Vodafone chairman Sir John Bond, former UK Trade and Investment Minister Lord Digby Jones and Professor Alison Richard, vice chancellor of the University of Cambridge.