HELPING reduce the Potteries' carbon footprint and cut production costs – comparative newcomer to the potting world, Endeka Ceramics is doing both those things.

Having listened to client needs, the company set out to develop products that would fire at lower kiln temperatures while retaining all the qualities of traditional ceramics.

Four years on, the result of the Hanley company's efforts is its ThermECO glazes and clays.

Tests have shown that plates, cups, bowls and similar items made using ThermECO products can be fired at temperatures 100 degrees C lower.

Cutting energy costs can also help increase competitiveness.

And, bearing in mind the potential for energy savings, the new materials have made Endeka a contender for The Michelin Tyre plc-sponsored Environmental Business Award, and the BIC-backed Business Innovation Award – part of The Sentinel Business Awards presented in association with the North Staffordshire Chamber of Commerce and Industry.

"It became clear very quickly that ThermECO could bring substantial reductions in energy consumption and CO2 emissions, and that the proof of the pudding would be in the eating so to speak," said managing director Stuart Adams.

"The first client to see the advantages of these materials was Dudson Group, and now all their output is manufactured using ThermECO performance glaze.

"Apart from direct benefits to the ceramics manufacturer, which include longer life for kiln and refractory components and a reduced carbon tax burden, ThermECO can bring green benefits to their clients too."

Last year, Dudson won a contract to supply 250,000 ceramic pieces to Virgin Trains, which had previously sourced its crockery from the Far East.

Virgin recognised the environmental advantages of reducing delivery mileage and purchasing more eco-friendly products.

Now Endeka is hoping it will soon be able to unveil two more major clients, this time in the sanitary-ware sector.

The company began trading as Endeka Ceramics three years ago following a management buy-out of the ceramics division of the Johnson Matthey minerals processing and distribution business.

It is one of the world's biggest millers of zircon sands for ceramic glaze production and, in the UK, a leading supplier of clay products for the fine china and sanitary-ware makers.

In a green move of its own, it sources the majority of its materials from the UK and Europe, minimising transport miles, energy use and C02 emissions as much as it can.