Food wholesaler joins ABCC as patron

A major food wholesaler has joined Asian Business Chamber of Commerce as a patron.

Lioncroft Wholesale Limited (T/A East End Wholesale Stores) joins nine other major firms in the Chamber 's top-tier of membership.

Patronage offers businesses exclusive benefits and tailored support.

Dr Jason Wouhra, president of the ABCC, leads Lioncroft Wholesale Ltd as the firm 's chief executive.

Jason, awarded an OBE in 2017 for services to business and international trade, joined East End Foods after completing his law degree in 1998 and was director and company secretary until the company 's sale to a private equity firm in 2019.

Jason, his wife Daali, father Jas and brother Indi re-purchased East End Foods ' wholesale division last year.

Lioncroft Wholesale Ltd has grown considerably in the last year. The business grew its turnover by 10 per cent last year to £180million, employs 190 people and supplies 5,000 retailers out of its two warehouses based in Aston and Smethwick, totalling 250,000 square foot of selling space.

Jason commented: “I 'm very proud that Lioncroft Wholesale has joined the ABCC as patrons.

“My family has been involved with the Chamber for the past 30 years, so I understand just how much fantastic support they can provide.

“I 'm looking forward to working more closely with the Chamber as Lioncroft continues to grow. ”

Anjum Khan, director of ABCC, said: “We are delighted to welcome Lioncroft Wholesale Stores as a patron of the ABCC.

“The business has been growing at a significant rate, and is continuing to expand and go from strength to strength.

“The Chamber has had a long -standing relationship with Jason and his family, and we 're really looking forward to working even closer with the whole Lioncroft team via their patronage in order to help them achieve their business objectives. ”

Pictured: Anjum Khan (left) and Jason Wouhra