Newcastle-under-Lyme Borough Council is putting its purchasing power behind British industry with a new commitment to buy British made ceramics wherever the law allows and value for money can be demonstrated.
The Council believes it is among the first authorities in the country to formally put the new powers into practice following changes to procurement rules earlier this year. And the commitment will go beyond words, with British ceramics being written into the Council’s procurement rules so that its purchasing decisions actively support British manufacturers.
To mark the move, Councillor Jonathan Gullis, Leader of Newcastle-under-Lyme Borough Council, visited leading local manufacturer Churchill China to sign the British Ceramics Declaration jointly with Rob Flello, Chief Executive of industry representative body Ceramics UK. The Council is also purchasing 500 mugs manufactured by Churchill China as a practical demonstration of its commitment to buying British and supporting North Staffordshire’s world-famous ceramics industry.
Council Leader Jonathan Gullis said: “Our history and identity are entwined with the ceramics industry. For more than two centuries, the mark ‘Made in England’ has stood for quality and craftsmanship recognised across the world.
“The skills behind that reputation are still here today, passed down through generations and supporting everything from world class tableware and sanitaryware to advanced ceramics at the cutting edge of 21st century technology. We believe prosperity is created by people who work, invest, take risks, build businesses and create jobs. The Council should be on their side.
“And every pound we spend has first been earned by a taxpayer. Where the law allows us to spend that money with businesses manufacturing here in Britain, supporting British jobs and strengthening our economy, we should do so.
“That is why this cannot simply be another declaration that gets signed, photographed and forgotten. We are changing the way this Council procures.
“We will use these new powers to buy British and, wherever we lawfully and sensibly can, buy local. When we say British ceramics, we mean ceramics actually manufactured here. Not products made overseas, imported and rebadged or simply finished here. North Staffordshire gave birth to this industry. Newcastle-under-Lyme will stand up for it, celebrate it and use the powers we have to help secure its future.”
The British Ceramics Declaration recognises North Staffordshire as the historic home of Britain’s modern tableware industry and the continuing importance of ceramics to the area, from tableware and bricks through to advanced ceramics.
It commits the Council, wherever the law permits and value for money is demonstrated, to purchasing UK manufactured ceramic tableware and giftware and extends that commitment to sanitaryware, wall and floor tiles, bricks, clay roof tiles, clay pipes and drainage products used in Council premises, construction and refurbishment projects.
Crucially, the declaration will not stand alone. Its commitments will be reflected in the Council’s procurement rules, including a presumption in favour of UK suppliers for relevant ceramics and clay product contracts below the statutory procurement threshold. The approach forms part of the Council’s wider commitment to use public spending to strengthen local supply chains, support businesses and jobs, and ensure taxpayers’ money delivers greater economic and community benefit.
The change follows new powers introduced in February 2026 which allow councils, for qualifying below-threshold contracts, to reserve competition to suppliers based in the United Kingdom or their local area, subject to procurement law, competition and value for money requirements.
Rob Flello, Chief Executive of Ceramics UK, said: “Ceramics UK is delighted that Newcastle-under-Lyme Borough Council has committed to use British ceramics wherever possible.
“It is vital that all UK councils ensure they use UK manufactured ceramics in everything from new and refurbished homes, utilising UK clay brick, roof tiles, pipes and sanitaryware, to ensuring all council-funded schools, care facilities and, of course, council offices use UK manufactured tableware.
“Local authorities should also where possible ensure that other materials such as steel are manufactured using UK ceramic refractories. We very much hope that today’s signed agreement is the beginning of a commitment by all the UK’s councils to support the UK ceramics industry.”
James Roper, Chief Executive Officer of Churchill China, added: “As a proud British manufacturer, Churchill China is delighted to support this initiative. The ceramics industry is an important part of our region’s heritage and future, supporting local jobs and skilled craftsmanship.
“We welcome Newcastle-under-Lyme Borough Council’s commitment to buying British-made ceramics and hope this encourages other councils to follow suit, helping to protect our heritage and ensure British ceramics manufacturing continues to grow and prosper for future generations.”
Discover why Newcastle-under-Lyme Borough Council is taking decisive action to support the UK ceramics industry. Hear from Cllr Jonathan Gullis, go behind the scenes at the world-renowned Churchill China factory, and listen to Ceramics UK CEO Rob Flello explain what this important move means for the industry.