This is Midlands Export the brand new podcast brought to you by the Department for International Trade in the Midlands.

Our aim is to provide businesses in the Midlands with the inspiration and information they need to make a success of trading overseas.

My name is David James and in this episode of Midlands Export I’m talking to Paul Morris, Export Champion and Founder of Staffordshire based AddMaster a company that makes performance additives for plastics and paints.

Paul’s additives provide antibacterial protection for all manner of things including hospital walls, light switches and beds as well as supermarket bags for life, bird feeders and hand dryers.

Paul puts his success down to watching trends and figuring out what’s going to happen next or predicting where the ball will bounce next as he puts it.

This approach has seen AddMaster generate 65% of its business from exporting and winning two Queen’s Award for Industry trophies in the process.

To start or accelerate your own export success story visit great.gov.uk and click on the ‘contact an international trade adviser’ link which is on the front page.