A bid to increase the number of apprenticeships on offer in Bradford is almost two-fifths of the way to reaching its target.

Employers have pledged 38 jobs as part of the Bradford Apprenticeship Challenge, which aims to secure 100 new apprenticeship places in 100 days.

Taking part in the scheme is Skipton-based Principle Healthcare International, which produces and supplies vitamins, minerals and supplements to retailers around the world.

The business has taken on a warehouse apprentice following a visit by group chief executive Mike Davies and finance director Richard Doyle to 10 Downing Street to discuss the importance of apprenticeships with Minister of State for Further Education, Skills and Lifelong Learning, John Hayes.

Mr Davies said: “With our expansion plans for 2012, the business will bring further opportunities for employment and apprenticeships.

“Our business culture really encourages people to develop and express their capabilities, so it should be an ideal place for young people who want to make a real difference to their career. I have been impressed with the Government’s determination to press on with this important initiative and I am pleased they have listened keenly to comments from the business and manufacturing community.”

The company, which has also been visited by Skipton MP Julian Smith, also offers placements to university students.

Mr Hayes said: “Thanks to this Government’s unprecedented investment, backed by tough measures to drive up quality, apprenticeships are now the gold standard vocational qualification, expertly designed to help young people and businesses develop the skills they need to prosper. By taking on apprentices, Principle Healthcare International is making a sound investment that will pay dividends for itself, the healthcare sector and the wider economy.”

For information about apprenticeships and what they can offer businesses, visit the website apprenticeships.org.uk or call 08000 150600.