Business leaders throughout Bradford are being invited to meet new partners and clients over the most important meal of the day.

Bradford Chamber has launched pioneering initiative "Cereal Networking" in a bid to help companies do business with fellow local enterprises.

Chamber policy and representation executive Mike Cartwright said the get-togethers were an innovation "We have never hosted an event of this kind before," he said.

"It is really a response to members and requests from members of staff who said they would really appreciate this type of service.

"Business people have not always got all day to devote to an event - sometimes they just want to make a few contacts and then go on to other things throughout the rest of the day. Cereal Networking will allow them to do that."

The sessions, which will be held on the final Friday of every month, between 7.30am and 9.30am, will allow participants to meet contacts, improve networking skills, find suppliers, sell services and get help and advice on a range of issues.

Before the start of each session, delegates will be given 30 seconds to provide a short soundbite about their firm.

A "networking wall" will also be made available to give business owners the chance to put up information about their services.

Bradford Chamber chief executive Sandy Needham said: "We're confident that companies will value this new initiative.

"Although new to Bradford, the ideas have been successful elsewhere and our events team can't wait to get started on the new sessions.

"More and more companies are being attracted to networking, but feel pulled in different directions due to mounting pressures on time. The Cereal Networking events enhance that business-to-business contact, taking networking one step further.

"The initiative is demand-led, based on company requests, and the format will be quick-fire action to help attendees get the most value in a short space of time."

"I'm sure that businesses will be bowled over by the new programme.

"There's nothing flaky about these events!"

The first session will take place at the Bradford's Midland Hotel. Call (01274) 206660 or 778734.

e-mail: dan.webber@bradford.newsquest.co.uk