YORK'S civic dignitaries and business leaders from across Yorkshire turned out to hear Prince Andrew's first speech in his new role as a special trade ambassador.

The Duke of York was rounding off a trip to his 'home' city by crowning the regional winner of the Languages for Export Awards in York racecourse's Ebor suite.

The awards praise UK companies whose staff make an effort to use foreign languages while trading overseas.

In his speech, the Duke described it as "wholly apt" that he started his new role in York.

"This region is one of the fastest growing economic areas in the UK, and one which blends the traditional importance of manufacturing with a growing importance as a national business centre," the Duke said.

"Britain is a trading nation, and always has been ... it could be said that my new role continues a tradition of Royal involvement in supporting UK trade and investment."

While presenting the award winner - Sheffield based wire company Gripple - with an ornate clock, the Duke noticed the timepiece wasn't working, and joked: "Anyone got a battery?."

He had also laughed off an interruption from a ringing mobile phone while making his speech, saying: "One always rings when I make a speech. I am sure the staff at (listening station) GCHQ find out who in the room has a mobile and then ring it."

After the speech, Lord Mayor of York Irene Waudby welcomed the Duke's visit.

"This is a very special day for York. The fact that he has chosen the city to launch his new career can only strengthen the links he has with York, and act as a real boost for the business and industry we have here," Coun Waudby added.

And David Atkinson, City of York Council chief executive, said: "We are very excited that the Duke of York, who promotes UK interests all around the world, is taking on this new role.

"It means the name York and images of this city will be placed at the forefront of people's minds."

Updated: 09:00 Tuesday, October 02, 2001