Spiced up with Deep heat

By Rick Pendrous

- Last updated on GMT

Related tags East end foods Rice

Spiced up with Deep heat
Britain's love affair with Indian food has far to go, hears Rick Pendrous, as he meets the boss of one of the nation's biggest spice importers

You should be able to spice up your life come September, when a new book on Indian cookery is published by Tony Deep Wouhra, chairman of East End Foods, the West Midlands-based supplier of ethnic cooking ingredients to multiple and independent retailers and manufacturers.

The book, which aims to show how authentic Indian food can be made easily and quickly, is likely to prove particularly enlightening, as Wouhra knows a thing or two about Indian cuisine. And he has used this knowledge to great effect in developing new ranges of prepared mixed spice pastes, including a number of new products that have yet to hit supermarket shelves.

Wouhra is critical of some existing prepared products, which he argues fail to deliver the true aromas and tastes of proper Indian food. With the products his company manufactures, he reckons it is possible to provide authenticity without the effort of having to grind and mix spices from scratch. Wouhra claims to cook "almost every day" for his wife Barbara and family.

While many claim to be passionate about their businesses, Wouhra has put his words into action by working directly with farmers in India over the past six years to reduce the levels of pesticides and aflatoxins in their produce. He's proud of his achievements and, as well as doing his bit to raise standards, he believes he is ahead of the game and pre-empting tighter contaminant controls expected from retailers going forward. "If the spice is not as pure as nature intended, then you might as well not use it," he avers.

Wouhra is supposed to be taking life a little easier since appointing his son Paul as sales director of the company he founded with one of his four brothers in 1967. But it probably means that he will just have more time to devote to "projects" such as that with his Indian chilli suppliers. His publisher will certainly be hoping he plans to put more time aside to finish his book.

New rice mill

East End Foods has recently commissioned a modern £6m Bühler rice mill with a capacity of 36,500t/year (see picture insert above). The mill, which will reduce broken rice content to zero, will allow the company to increase production by more than 40% over the coming year. It incorporates fully automatic and integrated de-stoners, graders, metal and dust extraction and colour sorting units and is located in a new 6,040m2 extension to the factory.

Basmati rice, including that sold in Asda and Tesco under East End's recently launched Royal brand, will be one of the main products handled, as well as Easy cook long grain and American long grain rice. Basmati rice is sourced from India and Pakistan and is traditionally matured for two years before it is milled at the plant. There are around 12 different types of basmati rice, says Wouhra. As he points out: "It has been matured like fine wine ... if it is not aromatic, it is not basmati." The longer it matures the better, claims Wouhra, and yet suppliers are still forced to include a 'best before' date on the packaging. "People don't understand it," he laments.

The rice mill is the latest in a string of investments amounting to £15m that the company has made over the years. It has also purchased a second spice grinding mill and specialist spice roasting machine. Other equipment includes a spice sterilising unit and cleaning plant for peas, beans and lentils. East End Foods runs eight packaging lines, producing rice, lentil and bean 'brick packs' and spice pouches.

Today the company has a turnover in excess of £98m and employs 300 people. It is one of the largest importers of spices and other Indian foods into the UK, with more than 80% of Asian independent stores stocking its products. It also operates two 'Cash and Carrys' at Smethwick and in the centre of Birmingham.

Wouhra has come a long way since arriving in the UK in 1961 and setting up a business selling eggs. He received an MBE in 2000 for his services raising the profile of Asian businesses in the UK.

Like other Indian food manufacturers such as RHM-owned Sharwoods, which recently poached development chef Munish Manocha from East End Foods, Wouhra doesn't believe demand for Indian food in the UK has reached saturation yet. There is "huge scope" for further introductions, he suggests, including some incorporating tastes from southern India, such as dhosas - the stuffed lentil flour-based pancakes - chutneys and other similar delicacies. "We have a long way to go," he remarks. FM

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