Business News
East End Foods back in the family
East End Foods’ wholesale business is to return to the ownership of the Wouhra family. Jason and his father Jas Wouhra have retaken charge of two depots in
Aston and Smethwick from Exponent, a private equity firm which purchased the East End business at the end of 2019. Now the Wouhras are returning to take charge of the wholesale division
after their business Lioncroft Wholesale Ltd completed the deal. The business will trade under the East End Wholesale Stores banner, which is independent of East End Foods Ltd.
‘We decided the time was right to put together a buy-back for the wholesale part of the business and struck a deal’
East End Foods have over 45 years' experience as a leading supplier and
innovator in the UK Indian food market. The company was originally established by the Wouhra family in 1972. They are suppliers of high-quality ethnic foods to a wide range of markets from its food production plant in West Bromwich. Over 80 per cent of Asian independents stock East End's range as well
as all the major UK multiple retailers. Jason Wouhra said: “It’s exciting to have the business back in the family
again. I’ve never actually stopped working in the business and we decided the time was right to put together a buy-back for the wholesale part of the business and struck a deal. “I’m extremely confident about the future of the business as we slowly
emerge from the Covid-19 pandemic. In business you will be hit by various challenges. But we have managed to continue trading all the way through the lockdown and kept business steady and worked safely through this period with our strong and united team. “When things settle down, we will have the opportunity to grow and build on the success of the business which attracted us to buy it back in
Community programme that’s uniting the region
The organisers of the Birmingham 2022 Commonwealth Games have added another 21 projects to its official community programme. The ‘United by Birmingham
2022’ programme, launched earlier this year, aims to bring together community projects from across the West Midlands that are linked to the Games. Two of the latest projects are
aimed a boosting employment among the disadvantaged – one is Positive Pathways, which helps the disabled, and the other is Sport 4 Live, which targets those from under-privileged backgrounds. Other projects recently been
added include Phenomenal Women A Float, a project bringing together women who are new to writing, at locations around the West Midlands canal network.
14 CHAMBERLINK August/September 2020 Another initiative is Rugeley in
Bloom, whose volunteers deal with litter and create floral displays in the town, and Strike a Change, a mentoring programme for young people from the Cyrille Regis Legacy Trust. Three of Sport Birmingham’s projects are also being backed by the initiative, including Pathway to Podium, Birmingham Inclusive Sports Fest and the Birmingham School Games. Commonwealth gold medal
winning netballer Ama Agbeze is the official ambassador for the United programme, said: “I’m really excited to see the United By Birmingham 2022 community programme growing so fast, in spite of the unprecedented situation with Covid-19. “It is great to see all of these fantastic projects, which provide
Ama Agbeze: more community projects
opportunities for local people, being added to the initiative.” Birmingham 2022 chief executive
Ian Reid said: “We’ve been delighted by the interest in United By Birmingham 2022 since we officially launched this community programme a couple of months ago. It has been a really difficult time for many people across the region and so the work that these projects do is
more crucial than ever, as they are uniting communities, helping people of all ages to improve their health and wellbeing and supporting those in need. We are really pleased to be able to help these organisations raise the profile of their projects through the games.”
• Games broadcaster named: See page 22.
Right time: Jason Wouhra
the first place. Our two depots in Aston and Smethwick have been a successful part of the wholesale landscape for decades. “I am proud to have a strong heritage in the Birmingham business scene
and our position in the FMCG (fast-moving consumer goods) field is well known and we supply over 4,000 retailers.” Paul Faulkner, chief executive of Greater Birmingham Chambers of
Commerce, said: “Jason has been an iconic regional business figure for many years and the Chamber is delighted that he and his father have been successful in buying back the business.”
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