Leading food and drink wholesaler becomes Chamber patron

Lioncroft Wholesale, the Birmingham-headquartered food and drink wholesaler which supplies thousands of convenience retailers and hospitality venues, has become a patron of Greater Birmingham Chambers of Commerce (GBCC).

Led by respected Birmingham businessman Jason Wouhra, Lioncroft Wholesale is one of the UK’s leading independent food and drink wholesalers.

The family-run company has been supplying businesses across the West Midlands for over 50 years.

With cash and carry depots in Aston and Smethwick, Lioncroft supplies bestselling food and drink brands to more than 10,000 independent convenience retailers and a range of hospitality venues, including cafes, bars, restaurants and stadiums.

The firm also has a long association with both the GBCC and the Asian Business Chamber of Commerce (ABCC).

CEO Jason Wouhra was Asian Business Chamber president from 2020-22, while Lioncroft is a longstanding ABCC patron.

Jason said: “The Greater Birmingham Chambers of Commerce has a critical role to play in Birmingham’s business eco-system, championing our needs, speaking up for our sectors, and helping to drive growth across all size of businesses.

“This is especially true in the current economic and tax climate, and even more so in the essential wholesale sector where our razor-thin margins are under unbelievable pressure.

“As a leading business in the city, Lioncroft has already seen the benefit from being aligned with the Chamber for several years.

“And so now, given this challenging period for business, we have decided that it is time for us to become a patron of the GBCC and connect more effectively with its high-quality work and support.

“I very much look forward to working with Raj (Kandola, acting deputy CEO) and the team to help support and strengthen the business community across Greater Birmingham, whilst stepping up lobbying efforts for a more business-focused approach from our Government. 

“On a personal note I have a proud, long-standing connection with GBCC dating back decades - having also previously been a patron and president of the Asian Business Chamber of Commerce.

“I am delighted therefore to be strengthening this relationship, and I'm very excited to see what the future holds both for Lioncroft and the Chamber.”

Patronage is the top tier of GBCC membership, offering tailored support and exclusive opportunities to a limited number of organisations.

Lioncroft Wholesale join some of the region’s most high-profile and influential organisations such as Birmingham Airport, Jaguar Land Rover, the NEC Group, Birmingham City FC and HS2, as well as leading universities and professional services firms.

Raj Kandola, acting deputy CEO at the GBCC, said: “Having enjoyed a close working relationship with Jason and Lioncroft Wholesale over a number of years, we’re delighted that they’re stepping up to become GBCC patrons.

“By becoming patrons, Lioncroft join some of Greater Birmingham’s most dynamic and civic minded organisations who are helping to shape the future of our region.

“We’re excited to work with them as they look to further boost their presence locally, nationally and internationally.”

Pictured: Raj Kandola and Jason Wouhra