East End Food unveils plan for former HP factory site

23rd Mar 2011

Birmingham firm East End Foods has unveiled its plans for the former HP factory site in Aston Cross, which includes a 100,000 sq ft cash and carry, a hotel and a conference centre – which will see the firm invest £35 million to boost the regeneration of the area.

The scheme will also see a 30,000 sq ft urban farm and technology centre built, which will enable visitors to trace the journey of food production and sustainable farming methods.

Tony Deep Wouhra, founder of the family business, admitted the decision was as much family-driven as business-driven.

Mr Wouhra said while the funding environment was not as helpful in years gone by, passion “is the most essential ingredient” and he will be happy to see a return measured by healthiness rather than in pounds and pence.

“Food has been our business since 1964 and purity in food is something that I got launched into 35 years ago. When I went to India we were sourcing food from different exporters and they were sourcing from auctions – and these auctioneers did not throw anything away.

“They would sell anything and make the price. Say you wanted black pepper and wanted to pay a certain amount, they would add to it so you end up with an inferior product.
We thought that inferior product should not get into our food. We wanted our product to be from the purest food available. My dad always said ‘don’t sell anything that you wouldn’t eat yourself’ and that is precisely the principle.”

Architect Naveed Ahmed, managing director of Hampton in Arden firm Made Architecture, said the development would be carried out in an environmentally-friendly manner.
“We have a client who is passionate about architecture and the integrity of food and for us architects that is a good sign.”

Mr Ahmed said the development would be sympathetic to listed buildings opposite and was already having a regenerative impact on the area. He said: “We are already talking to developers about projects to the north and east of here. This has gained momentum and inspired developers despite difficult economic conditions.

Chris Dyer, director of developer Sisk, said there had been a lot of local support for the work. He added: “This is a very visible site and there has been a lot of interest. It makes our lives a lot easier when people are supportive