The boss of a major South Cumbrian exporter has called on UK negotiators to “step up for business” in trade talks with the United States.

The UK has published its negotiating objectives for a free trade agreement with country, with talks expected to begin this month.

One of the companies identified by the Government as having the opportunity to benefit from a deal was Playdale Playgrounds, in Haverthwaite.

The company makes playground equipment which is used all over the world.

Managing director Barry Leahey, who is also chair of the Cumbria branch of the Institute of Directors, said: “(International trade secretary) Liz Truss and the negotiators have got step up for business and ensure we get the best possible agreement in the quickest possible time with the US and hopefully then we’ll see the positive ripples flow through the economy.”

Playdale has grown its business with the country 100 per cent year on year over the last five years.

“It is one of the biggest markets,” said Barry.

“It is in our top three or four and beginning to grow and obviously it has one of the biggest potentials.

“I have spent an awful lot of time over there and we’ve got distributors for Playdale all across the US.”

He said for the last 10 years the company had been modifying products specifically for the US market.

“Thirty per cent of the globe conforms to the US standard and about 70 per cent conforms to the EU standard and Playdale recognised about 10 years ago we had to change our equipment to conform to both,” he said.

Government analysis shows the North West’s economy is expected to grow by up to £389 million as a result of a future UK-US free trade agreement.

The US is the region’s largest export market, accounting for 13 per cent of all exports.

Allie Renison, head of Europe and trade policy at the Institute of Directors, said: “Negotiating simultaneously with the US and EU brings an unprecedented set of trade-offs and choices that will affect business.

“To cut through the noise, the Government should focus on the bread and butter issues with Washington that will make the most practical difference on trade away from political headlines, from improving temporary labour mobility to increasing the ease of doing business across state lines.

“Tariffs will no doubt be a big issue, but cutting customs red tape at the border and making digital trade in services easier are the kind of things that will genuinely slash operating costs and substantially increase the scope for trade with America.”

Included in the objectives published by the Government are a determination to protect the NHS and uphold high standards on food safety and animal welfare.

The Government said the agreement will also include a chapter on digital trade “to maximise opportunities for businesses to trade digitally across the Atlantic”.

Prime Minister Boris Johnson said the UK had the "best negotiators in the business".

He said: "We’re going to drive a hard bargain to boost British industry.

“Trading Scottish smoked salmon for Stetson hats, we will deliver lower prices and more choice for our shoppers.

“Most importantly, this transatlantic trade deal will reflect the unique closeness of our two great nations.”

Liz Truss added: “Striking ambitious free trade agreements with our partners around the world is one of the key opportunities of Britain becoming an independent trading nation once again.

“This deal with our biggest single trading partner will cut red tape for our small businesses, cut tariffs for our great products from dairy to cars and increase growth in all four nations.”