A NEWLY-established traders group aims to transform Ryedale and the North York Moors into a centre for national business conferences.

The 'Purple Patch' venture was started up by hoteliers and North York Moors Railway bosses in the wake of the foot and mouth crisis.

The aim is to market the area to businesses across the UK as an ideal location for conferencing.

Organisers say the strategy - which aims to 'rebrand' the area - could potentially bring thousands of pounds into the North York Moors and surrounding areas.

Victor Buchanan, who owns the White Swan, in Pickering, is one of 11 hoteliers behind the scheme.

"Nothing is being done to promote the area in this way and we decided unless we did it, no one else would," he explained.

"The foot and mouth crisis has left a lot of damage and this is one the reasons behind the scheme.

"We are hoping to rebrand the moors in coming years - the name we have chosen is the 'Purple Patch - Yorkshire's Coastal Highlands'.

"We want people to think of the moors when they hear this phrase."

Facilities in and around the North York Moors make it an ideal location for conferencing.

"Besides having the ability to accommodate conferences there is so much here, it is an ideal place for people who work hard and want to play hard," said Mr Buchanan, who is also chairman of Pickering in Business.

"Any pastime you want to take part in - be it microlighting, riding a llama or having lunch on a steam train - is within travelling distance of this area."

Hoteliers from across the moors, including Ravenscar, Whitby and Goathland are involved in the project, which has already attracted funding.

"We have received funding from Barclays Bank and other sources to help us set it all up," said Mr Buchanan, who us also the chairman of Pickering in Business.

"We are in the process of setting up a website which will be up and running within a matter of weeks, we have printed stationery up and we will be promoting the Purple Patch at international business events."

Depending on the success of the project Mr Buchanan is hoping there will be scope for other businesses in the area joining the Purple Patch group.

"This has the potential to put us on the map," he added.

Updated: 09:25 Monday, November 19, 2001