3 minute read
Building bridges across the pond
The West London Chambers of Commerce’s UK-Atlanta, Georgia Outbound Trade Mission took place from 29th September to 4th October. Members who joined us shared their innovative new products and services with Atlanta Airport’s purchasing team, enjoyed a visit to the British Consul with local market insights, and had the opportunity to network with businesses across 36 countries.
CEO Alan Rides says: “Our trade mission to Atlanta was hugely successful in opening doors that had been closed for 26 missioners. Our thanks go to the British Consul General in Atlanta, DBT, the Atlanta Black Chamber of Commerce, Invest Atlanta, and, of course, Hartsfield-Jackson Atlanta International Airport, the world’s largest airport.
“I am pleased to showcase two success stories from participants Robert Emms of Human Sun Light, inventors of hand sanitisers, and Kevin Loi-Heng of Avalon Insights, an AI training and consultancy firm.
“Our trade mission programme will deliver four missions this year for our West London and beyond companies, so when the UK’s first independent WTO Trade Policy Review (2025) sets out a confident, modern trade vision showing that trade now accounts for 62% of UK GDP, we need to take note. Especially as services exports are delivering a £193.7 billion surplus, confirming the UK as the world’s largest net exporter of financial services and the only G7 economy exporting more services than goods by value.
“The review also highlights that exportoriented firms are estimated to be up to 22% more productive than other firms, demonstrating the central role of trade in UK economic growth. Furthermore, the review includes a 10-year industrial plan to invest in key sectors such as Life Sciences, Clean Energy, and Digital Technology, supported by upgraded financial backing from UKEF. We need to take some action. For West London exporters, this means long-term clarity, opportunity, and a clear growth roadmap within a reformed, rules-based system. The WTO review reaffirms the UK’s direction as open, fair, digitally advanced, and sustainability driven. We recommend reviewing your international trade strategy in light of the UK’s WTO commitments.”
To read the full article: https://www.wto.org/english/tratop_e/ tpr_e/tpr_gbr_28oct25_e.htm
Kevin
Loi-Heng,
Co-Founder
of Avalon Insights, an AI research and training company.
Participating in the UK–Atlanta Trade Mission was a transformative experience that reshaped how I think about international business collaboration. It challenged me to apply out-of-the-box thinking and expanded my view of ‘the possible’.
From the outset, navigating a new business environment was both exciting and demanding. Understanding a new culture, communicating our value proposition to match a different community’s needs, and building trust in a short span of time required adaptability, creativity, and persistence. The challenge was an excellent opportunity for growth as a young entrepreneur.
The mission also offered great networking opportunities. I met founders, investors and thinkers, building solutions at the intersection of tech and education. Each encounter affirmed for me that the demand for my expertise extends far beyond the UK and that I was on the right path.
Since returning, our team has been actively following up on several leads that emerged from the trip, including potential partnerships that span not just the US but Africa also. The experience has not only expanded our international network but also deepened our commitment to building cross-continental bridges that promote inclusive and responsible technology innovation.
The Atlanta mission proved that global opportunities favour those willing to step out of their comfort zone, learn a new culture, and explore. We are grateful to have gone with the West London Chambers of Commerce.
Robert Emms, Founder of Human Sun Light.
Human Sun Light is an innovation-driven technology company focusing on designing, developing and sourcing advanced UV light to continuously and safely disinfect air, surfaces and water for both commercial and residential indoor spaces. Their products include FarUVC hand sanitisers, LED UVC down-lights, air purifiers, and whole-room disinfection systems.
I recently joined the Outbound UK Trade Mission hosted by the West London Chambers to showcase my brand-new Far-UVC Hand Sanitiser – the first of its kind. The trip was full of firsts: my first trade mission, first cancelled flight, first time hand-carrying a prototype through US customs (ably assisted by Alan!), and my first visits to Atlanta, Georgia, and the world’s busiest airport, Hartsfield-Jackson. I even attended my first British Consulate reception.
The trip unfolded differently than I’d imagined, but the surprises became the highlights. With the encouragement and quick thinking of Alan, Elsa and the local team, I soon found myself centre stage – mic in hand – introducing my innovation to the expo audience.
The experience generated fresh ideas, new perspectives and clarity on how to advance my technology into pre-production. Engaging directly with real users of my prototype provided invaluable feedback to refine the product’s design and usability.
During the post-mission debrief with Alan, we explored new strategies, figures and positioning for Human Sun Light. I also gained practical insights into networking, building connections, and identifying “door openers” across all levels. Honestly, the mentorship alone was worth the trip – Alan’s experience, humour and stories were a masterclass in business and diplomacy.
I’m now in follow-up discussions with Hartsfield-Jackson’s Head of Sustainability, and the positive outcomes from Atlanta have resonated strongly with Heathrow, where we’ll soon run live UX trials of the prototype. As Alan said, “Mission complete” – but for Human Sun Light, this is only the beginning.
The experience generated fresh ideas, new perspectives and clarity on how to advance my technology into pre-production. Engaging directly with real users of my prototype provided invaluable feedback to refine the product’s
