The Grocer's owner, William Reed Business Media, has been appointed one of the Accredited Trade Organisations to manage the British pavilion at international trade shows when Food From Britain closes in March.

Along with Birmingham Chamber of Commerce, PS8 and Montgomery International, WRBM will take responsibility for Britain's presence at 10 trade shows including Anuga and Gulfood, UK Trade and Investment.

FFB has given its support to the move, which it said would safeguard the future of the British pavilion, "a focal point for international buyers seeking innovation and excellence".

"It's satisfying to see a forum that offers so much value and such great returns will still be available to help British companies build their international business," said John Adams, FFB's chief executive.

"It is good to know that the British pavilion will continue to thrive under the guidance of the various ATOs at international food and drink trade shows across the globe."

WRBM will be solely responsible for the New York Fancy Food Fair and the Private Label Manufacturers Show in Amsterdam. The company, as a "key facilitator in the marketing mix of UK food suppliers", was ideally placed to step in, said Andrew Reed, events and exhibitions MD. "We will build on the good work established over the past 25 years by FFB," he said.

UK Trade and Investment funding will still be available, offering exporters up to six grants to exhibit at accredited international trade shows.

The nine international FFB offices, covering 16 international markets, have been given the new brand name, Green Seed.

"Continuity of service to the British food industry is our number-one priority," said David Wilson, newly elected chairman of the Green Seed Group. "The UK is the main customer for our services, yet the new brand platform will allow us to market ourselves to the wider global food and drink industry."