East End Foods

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Established in the Greater Birmingham region in 1972, East End Foods Plc has grown into one of the UK’s leading Asian food specialists with an annual turnover in excess of £180 million. With the surge of immigration in the 1950s and 1960s, the Wouhra brothers spotted a gap in the market with the growing demand and lack of availability for ethnic foods. They opened a small store in Wolverhampton stocking raw ingredients and dried goods. The 1970s saw growing demand which led to a move to Birmingham to supply independent retailers, family-owned stores and a growing number of Indian restaurants. After the closure of the old HP Sauce site in 2007 in Aston, Birmingham, East End Foods purchased it and built a new cash and carry facility.

Today, with the product range containing over 30,000 lines supplied to over 3,500 retailers regionally and many more nationally, East End Foods not only caters for Greater Birmingham’s diverse ethnic population, but is now one of the largest importers of ethnic foods in the UK. It currently operates out of 600,000 sq ft of space across 4 depots in Birmingham and the Black Country and is one of the only companies in the UK to process, blend and grind their products in the UK.

Click here to read more case studies from Greater Birmingham’s Food & Drink sector.