Jim Dick: The time is right for Hull’s new story of economics, ambition and success

The Hull and East Yorkshire Bondholders are committed to fulfilling the region’s potential and that’s why we have developed a new, compelling economic story for our members and partners to rally behind and communicate.

Our story is unashamedly a narrative focussed on the challenge of creating jobs and prosperity. It’s also a shared ambition about where we want to be and what we want to be known for.

We’re not the only place doing this, so we realised that we needed to identify the assets and strengths that are fundamental to defining Hull and East Yorkshire. What makes it different and special. We have called these our themes and there are four of them.

Our first is, possibly, the most obvious – waterscape. Water is vital to our economic landscape and visitor appeal – from the Port of Hull’s global connections; to our acclaimed visitor destination The Deep; and our enviable heritage coastline.

The Port of Hull is an economic powerhouse. Hull and the Humber is the UK’s busiest ports complex and the Port of Hull alone employs 23,500 people, directly and indirectly, in port-related activities. More than one million passenger journeys are made between the Port of Hull and Rotterdam and Zeebrugge every year.

Our superb city centre marina and surrounding area are once again becoming a centre for leisure and business, while visitors flock to our rugged and beautiful coastline. Waterscape is at the heart of our tourism offering and it provides our greatest opportunity for economic growth, through renewable energy.

Which leads to our second theme, new energy. Hull and East Yorkshire is at the forefront of the drive for clean and renewable sources, such as wind and tidal energy, biofuels, biomass and carbon capture. The Humber is recognised as a prime location to support the three largest UK offshore wind farms. Because of this, the port is readying itself for expansion through Green Port Hull; renewable energy manufacturers are looking to invest here; and the Government has awarded enterprise zone status to help realise the area’s growth potential. We are also pioneering biofuels. Once operational in 2012, Vivergo Fuels will be the fifth largest ethanol producer in Europe. This sits alongside a £25m world-leading facility advancing technologies to manufacture biobutanol, in a joint venture between BP and DuPont.

The Humber has two tidal energy test sites and the first marine renewable device to feed power into the national grid. These technologies have been developed and tested locally, using expertise at the University of Hull and The Deep.

Meanwhile, specialist engineering company Spencer is investing £150m in an environmentally-friendly, waste-to-energy plant which will be a UK first. All this activity and potential is matched by shared energy and passion to capitalise on the huge opportunity within our grasp.

Our third theme – enterprising – is the essence of the Bondholders. Our member businesses are noted for their innovation and bold thinking.

It was the Hull family enterprise of Thomas Smith and his nephew who pioneered what is now Smith & Nephew’s global business, which continues to develop new products in Hull.

It is the enterprising Martin family who led Arco to become the UK’s leading safety company. Arco now ships its huge range of market-leading products to over 100 countries.

And it is the Longthorne family, joined by a friend, who dared to enter the Dragon’s Den with their idea for heeled wellington boots. Their Wedge Welly footwear is now a fashion must-have.

Our final theme recognises another key characteristic of Hull and East Yorkshire –our global outlook. For us, it’s not just location; our European connectivity and global relationships provide a substantial competitive advantage.

Hull and East Yorkshire is strategically located on the east coast. We have always faced outwards – to Europe and beyond. Many organisations have exploited our location and connections to trade products, skills and ideas across the world.

The William Jackson Food Group produces 20 million Yorkshire puddings a week and a recent £20m investment in world-class facilities has ensured 1.4m loaves of bread leave its bakery in Hull each week, destined for 29 countries.

Reckitt Benckiser is the world’s number one in household cleaning and continues to invest in its global R&D centre in Hull, while the University of Hull is home to 100 different nationalities, with one in four students from outside the UK.

So, these are our four themes – waterscape, new energy, enterprising and global outlook – that we will use as hooks when we speak about Hull and East Yorkshire.

To summarise our story, we’ve brought all of the themes together in a single statement of intent and ambition – green growth, blue horizons. It enables us to focus on growth, widen our horizons, transform perceptions and celebrate the great businesses that drive our economy, now and in the future.

All of the area’s ambassadors can develop their own narrative around the story to suit their organisation. So now the rest of the world can hear a confident and consistent message about why Hull and East Yorkshire is a great place to invest in and do business with.