A GROUP of Somerset businesspeople are jetting off today to join the 2014 South West Trade Mission to China.

The Mission, organised by the China-Britain Business Council, has a particular focus on the food and drink industry this year, and the Somerset Chamber is playing an active role for the second year running.

Rupert Cox, chief executive of the Chamber, will be joined by representatives from four other Somerset companies who will be promoting their businesses and the county's food and drink output as a whole.

Mr Cox, who is also chief executive of inward investment organisation Into Somerset, will present a video with a voice-over in Mandarin, highlighting the exceptional quality of Somerset products to four separate audiences of Chinese business contacts and officials over the course of the visit.

He said: “This is an exciting time for Somerset, with China offering substantial opportunities for the county's businesses.

“The Chinese middle class is eager to consume Western goods and services, with some of Somerset's key sectors such as food and drink appearing high on their wish list.

“This year's Mission will give us an opportunity to showcase the county's exceptional food and drink producers, as well as building and reinforcing relationships with our Chinese hosts.

“By promoting our high quality produce and the benefits of trading with Somerset businesses, we hope to open doors to new business opportunities and help more Somerset companies enjoy the benefits of trading with this extraordinary country that represents around a fifth of the world's population.”