SOUTH Pole explorer Rosie Stancer was able to track down essential supplies from a Pickering company, thanks to Business Link York and North Yorkshire.

Rosie, who is aiming to become the first British woman to complete the arduous 700-mile trek "solo and unsupported" to the South Pole, used the information superhighway to beat a path to First Choice Expedition Foods.

She is one of numerous explorers and adventurers to access First Choice's e-commerce website, which was upgraded after owner Ian Williams sought help and advice from Business Link.

The Pickering-based company, founded in 1995 by Ian and his wife, Elizabeth, provides specialist "ready to eat" and "freeze dried" food, often made to its own recipes, for expeditions, backpackers and the emergency services.

Among their customers is Pen Hadow, who has just become the first person to walk solo, unsupported, to the North Pole. First Choice also supplied the Jagged Globe expedition which helped the first Black African to summit Mount Everest.

Thanks to Business Link's support in upgrading the website and introducing the company to e-commerce, First Choice is now receiving orders and enquiries from as far afield as Australia, Brazil and South Africa.

Rosie became aware of First Choice when she was a member of the first all-woman team to conquer the South and North Poles in 1997 and 2000 respectively and decided to use the company's specialist products when planning her solo venture.

She said: "At that time I was living in Shanghai, but I was able to find First Choice by using the Internet."

Her venture - which is due to begin in November, will involve hauling a sledge more than twice her body weight and the food will be essential to maintaining high energy levels.

Ian Williams said: "The website generates around 80 per cent of our sales and gives the company greater credibility.

"Through e-commerce we have been able to market and sell our specialist products world wide to a wide range of people, including people such as Rosie, who are involved in planning expeditions."

Martin Walsh, Business Link Information and Communications Technology, said: "The website is essential to the day-to-day operation of First Choice and they are a fine example of how a rural business can use technology to reach a world- wide audience."

Updated: 11:55 Tuesday, June 24, 2003