UK small businesses target US market at London pitch event
Over 40 companies from food, retail, and consumer goods sectors sought American buyers.
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More than 40 small businesses from the food and drink, retail, and consumer goods sectors presented their offerings to American buyers at the Great British Pitch USA event, held in central London this week. The initiative is designed to foster export growth for the UK's 5.7 million small businesses.
US Market Potential
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Recent research from the Small Business Institute indicates a strong ambition among UK small businesses to target the US market. The study, which surveyed over 500 companies, found that 44% view North America as the international market with the greatest export potential for their products or services. Despite this, government data from September 2025 revealed that only 17% of UK small businesses currently export their goods or services.
The US represents the UK's largest export market, with annual imports of UK goods and services exceeding £200 billion. This highlights a significant opportunity for UK entrepreneurs.
Support for Exporters
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The Great British Pitch USA, supported by the Department for Business, Innovation, Science and Trade, offered participating businesses tailored coaching, live mentoring, and one-to-one support. Workshops covering legal, regulatory, and cultural aspects were also provided to help businesses prepare for international trade. Government representatives and experts, including Doug Jacobson, Commercial Counselor for the United States Embassy, and Lord Sarwar, the Minister of State for Trade Policy, attended the event.
Michelle Ovens CBE, CEO and Founder of Small Business Britain, stated that the desire to expand into the US market is encouraging and that the US holds enormous opportunity. She added that providing small businesses with confidence and support is key to turning export opportunities into real growth, which will strengthen UK-US trade ties and support the UK economy.
Minister for Trade Lord Anas Sarwar commented that initiatives like Great British Pitch USA demonstrate how collaboration with industry helps entrepreneurs connect with buyers, secure new business, and achieve export success, benefiting businesses, jobs, and growth across the country.
Next Steps
Several businesses reported immediate interest and subsequent discussions with buyers, with early-stage export deals already in progress. Following the event, all participating businesses will continue to receive support, including further export training and bespoke matchmaking services to connect them with relevant American businesses.
Questions this report answers
+How many UK small businesses participated in the Great British Pitch USA event?
Over 40 UK small businesses from the food and drink, retail, and consumer goods sectors pitched their businesses to American buyers at the event. This initiative aims to help these companies grow their international sales.
+What is the perceived export potential of the US market for UK businesses?
Recent research from the Small Business Institute indicates that 44% of over 500 surveyed UK small businesses see North America as their most promising export market. This highlights a significant opportunity for UK companies looking to expand internationally.
+What support is provided to businesses participating in the Great British Pitch USA?
Participants received tailored coaching, live mentoring, and one-to-one support, alongside workshops on legal, regulatory, and cultural aspects. They will also receive ongoing assistance, including further export training and matchmaking with American businesses.
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