Steelite shows Made for Life is just the ticket

* Weight of London Double Decker Bus supported by four Steelite Int. mugs
* Fightback against inferior foreign imports is launched
* Understanding environmental impact increasingly important in hospitality sector

Pottery giant Steelite International is launching a campaign to fight back against inferior foreign imports.

And to show the strength of its ware and the strength of feeling for its world-renowned tableware brand, Steelite International will be balancing a double-decker London bus on just four of their Potteries manufactured mugs.

The award-winning company will then take its Made in England - Made for Life campaign on the road, hitting five major UK cities before lobbying Parliament to secure high level support for their year long crusade.

Steelite International, with a turnover in excess of £50million and a UK workforce of over 650 is the favoured brand of hotel chains such as Hilton and Four Seasons as well as food operations as diverse as the Ministry of Defence, Whitbread and Little Chef.

Stoke-on-Trent City Council has also put its weight behind the campaign. Councillor Mervin Smith, Cabinet member for City Development (Regeneration) at
Stoke-on-Trent City Council explained: “The Potteries is renowned as the World Capital of Ceramics, home of world class ceramic design and innovation, and home to some of the world’s most famous luxury brands, contributing £650m annually to the UK economy. Stoke-on-Trent is an astute place for creative industries to invest.”

Explained Steelite International Chief Executive Kevin Oakes: “The Made for Life campaign aims to show the UK ceramics industry is alive, vibrant and fighting fit, with a number of successful manufacturers operating in Stoke-on-Trent.

“Steelite International are firmly committed to making their core product here in the UK where we have the greatest expertise, skilled people with loyalty and commitment, the ability to create products with a lifetime guarantee and over 100 years manufacturing history