Following the acquisition of the East End Foods business by private equity investor Exponent in November, the decision has been taken to divest East End's two cash & carry depots, splitting them from the food processing division which supplies 'world foods' products under the East End brand. The sale returns the two cash & carry's, at Smethwick and Aston Cross in Birmingham, to the direct control of the Wouhra family, to be managed by the former East End Managing Director Jason Wouhra.
East End Foods now run by Rohit Samani in conjunction with world foods 'sister' TRS
Under Exponent's ownership the East End Foods brand business has been placed under new management lead by Rohit Samani as Executive Chairman. Rohit Samani was previously (until 2017) Chief Executive of the Tilda rice business, where he was credited with establishing Tilda as the leading basmati rice brand in the UK. He is now also a board member of the TRS business (acquired by Exponent earlier in 2019), part of the team tasked with taking these two world foods brands forward under the joint ownership.
Significant B2B player in midlands market
First established in the cash & carry sector back in the 1970's, East End's wholesale operation has built a strong customer base amongst independent retailers and caterers in Birmingham and across the wider West Midlands. As a member of the national wholesale buying group Unitas it continues to benefit from the buying, marketing and customer engagement scale and activities of the consortium. As the original outlets for the East End product ranges, the cash & carry's will continue to supply the brand to its customers in the region.
Commenting on the 'buy-back' Jason Wouhra said:
'I have immense confidence in the performance and opportunities within the wholesale industry and we are looking forward to working with our customers, suppliers abd colleagues to grow the business and continue our relationship with the team at East End Food Ltd to supply East End-branded products.'