East End Food hits £220m landmark

Member News

East End Food has crossed the £200 million turnover milestone in 2019, at the same time as the company is continuing to develop and improve.

In 10 years, East End Foods' workforce has grown from 220 to 350 employees and we have added new processing and packing capabilities at its seven-acre West Bromwich HQ.

Operations at East End Foods include spice processing, grinding and blending, lentils and pulses cleaning plants, and rice and flour mill- ing.

Our mantra comes from the owners' father P.S. Wouhra, who said: “Never sell anything that you would not eat yourself.”

In 2005 it installed a high-capacity rice mill for the milling of pure Basmati Rice.

In 2009 it installed a stone-ground flour mill for processing our Chakki Atta, a superior quality chapatti flour.

East End prides itself on its UK processing – all of its key processes are done in-house.

Spices – All of the spices are recleaned in the UK before packing and grinding.

They go through a six-stage cleaning process of air aspiration, sieving and magnates to remove all foreign bodies, stalks and dust.

East End Foods' West Bromwich HQ has grown significantly in recent years

Products coming onto the company's packing line at its headquarters

This process is generally not undertaken to a satisfactory level by third parties at origin. East End Foods only grinds 100 percent pure spice and blend to its own recipes which ensures consistent quality that end consumers love.

Lentils – East End Foods buys from the best origins that give the best cooking results, taste and flavour of each pea, bean and lentil. The lentils are polished, cleaned and graded before packing to give unrivalled quality and purity.

Rice – East End Foods' high capacity rice mill plant mills rice to perfection. Brown basmati rice is milled to white using state-of-the-art polishers, graders and sortex machines.

Chapatti Flour – The stone-ground mill gives its blend of wheat flour a traditional soft texture.

New product development remains high on the agenda with new innovative products being launched every year. This year marks the launch of free-from foods with a new artisan range of vegan, nut, dairy and gluten free curry sauces.

According to a report published in 2009 by Diabetes UK, there are 2.5 million people who have been diagnosed with diabetes and almost two out of every three people are  overweight or obese.

The likelihood of developing type II diabetes is reported to be as much as six times higher in South Asians than those of European origin. The South Asian community represents four per cent of the total population in the Unit- ed-Kingdom but account for an estimated eight percent of all diagnosed cases of diabetes.

It is a real health issue and so a major con- cern for the community and the government.

The goal of the project is to provide a healthier daily food. The strategy is to use a staple

food in the South Asian diet as a vector of a functional ingredient – the chapatti.

The daily consumption is about 160g. The objective is to develop a new chapatti flour and to fortify it using a range of ingredients. These ingredients will be linked to a health or nutrition- al claim approved by the European Food Safety Authority (EFSA) so recognised to have a par- ticular effect when consumed.

A study was commissioned by East End Foods in conjunction with a major University that resulted in the development of Nutri-Gold Chapatti Flour. Currently, the demand for new

tastes and flavours particularly plant based and gluten free products is soaring, East End Foods are launching an exciting new product that are chickpeas and red lentils rolled into a shape of a rice grain.

The product is naturally gluten free and super nutritious with a full and delicate taste, they are ideal in endless recipes.

Packed full of protein and fibre and nearly half the carbohydrate against any average rice. Risoni is plant-based, gluten-free, dairy-free, peanut-free and contains no genetically modified organisms.