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SPICING UP THE NATION FOR OVER 40 YEARS

Originally established over four decades ago. East End Foods plc has grown into one of the UK's leading spice, lentil and rice specialists, with an annual turn-over in excess of £180m.

The success of the company is due to the philosophy adopted by its founders, the Wouhra brothers, who only source the best raw materials, and maintain total control of the production process from start to finish. With the surge of immigration in the 50's and 60's, the enterprising Wouhra brothers spotted a gap in the food market.

Seeing the growing demand and lack of availability of ethnic food products, the Wouhra brothers took action. Trilok, Tony Deep, Jas, David and Don Wouhra opened a small store in Wolverhampton stocking raw ingredients and dried goods.

Having the shop and also delivering door to door demand along with interest increased. The demand enabled the business to grow and they progressed into wholesaling, purchasing two units in Wolverhampton.

Due to the success of the business East End was moved to Birmingham in the 70s. Setting up in Highgate supplying independent retailers, family owned stores and the growing number of Indian restaurants.

Today East End Foods has grown to become the largest importer of ethnic foods in the UK, carrying with it the reputation of being a trusted supplier of the highest quality of product.

With the East End product range containing a massive 1250 lines this is an outstanding achievement.

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The target group is immigrants, as it is often immigrants who use the spices which they sell