Ceramics industry bosses and workers' representatives have welcomed new government support for the sector.

The government has announced a £120 million support package for ceramics to help manufacturers modernise and cope with rocketing energy costs.

Pottery firms in Stoke-on-Trent and elsewhere have long been calling for more help after being hit by rising gas prices and cheap foreign imports.

Michael Scheepers, CEO of Stoke-based Portmeirion Group, said the government's announcement aligned with his company's commitment to keeping production in Stoke-on-Trent.

He believes the government could go even further by passing Stoke-on-Trent Central MP Gareth Snell's 'Backstamp Bill', which will require country of origin markings for all ceramic products.

Mr Scheepers said: "It is encouraging to see the government listen and take action to support UK ceramics with the announcement of a £120m fund that recognises the important role that our sector contributes to British industry.

"We look forward to finding out further details of how the scheme will function and working with industry partners to make best use of the funds.

"This action underpins our confidence to continue our investments as we look to elevate our heritage brands to a wider global consumer and drive our export business.

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"Portmeirion is a champion of UK ceramics and our stable of brands are steeped in the rich heritage of British craftmanship and design.

"Alongside others in the industry we will continue to lobby hard for further support for UK ceramics exports, including the vital Ceramics (UK Country of Origin) Marketing Bill."

Portmeirion's preliminary results for 2025 showed a seven per cent increase in branded tableware production at its factory in London Road, Stoke.

The report noted that while this had a short-term impact due to high energy and labour costs in the UK, the company believes that the mid-term benefits such as customer appeal 'far outweigh this impact'.

The GMB trade union, which represents workers in the ceramics industry, has also been lobbying the government for more support, with manufacturers in the sector employing around 20,000 people in the UK, including 3,000 in North Staffordshire.

Charlotte Brumpton-Childs, GMB National Secretary, said: "GMB has been calling for the Government to step up support for energy intensive industry.

"This is a hugely welcome step in the right direction and will be reassurance to workers in our chemicals and ceramics industry that Government is finally listening."

Newcastle-under-Lyme MP Adam Jogee said the government's announcement was 'much needed and long overdue', while his Stoke-on-Trent South colleague Allison Gardner said the funding would unlock 'growth, innovation and pride'.

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David Williams, MP for Stoke-on-Trent North described the package as a 'real vote of confidence' in the city.