Mr West, 41, sales and marketing director of Hull-based packaging company Garthwest, believes that through the World Trade Centre the region can significantly increase its business with Europe and beyond.

As head of the advisory group, which was formed in June, he will work with 15 other influential business people from a cross-section of Humber companies to add extra market perspective and experience to the centre's activities.

"I feel that Hull and the wider Humber area is a great unsung story and that the presence of the World Trade Centre will help to develop the undoubted opportunities," said Mr West, who runs the Garthwest business, which employs 100 people, with his two brothers, managing director Angus and operations director Raffan.

"We are the second generation in the family business and have great affection for the region," he added.

Garthwest, started by the brothers' father, James West in 1964, is the UK's largest independent manufacturer of corrugated products, producing more than 52 million cardboard cases a year and has also developed a strong presence in the production of point of purchase items, working for household names, such as Tesco and Universal Studios.

Andy Mowbray, manager of World Trade Centre Hull & Humber, said that involvement from the region's business community was essential to the success of the centre.