Jason began working for the family business nearly 25 years ago and cut his teeth in the wholesale industry running our depot in Highgate. His many successes there, including growing the business 3-fold whilst in his early twenties and the excellent customer service provided under his leadership led him to quickly being promoted as a Director – it’s safe to say he knows the business from top to bottom, inside and out. Having had a background in Law enabled him to confidently handle intellectual property matters for the business’ HR arm, he’s chaired over 20 boards, including hospital trusts and organisations in the Third Sector, and is a long-standing board member of Unitas, the UK’s largest independent food & beverage buying group, with a combined turnover of over £8bn. In 2011, Jason played an instrumental role in establishing the current Aston depot on the old HP Sauce site, which is now one of the UK’s most successful and technologically advanced cash & carries, and more recently he was the driving force behind the re-purchasing of the wholesale division of East End Foods after its original purchase by private equity firm, Exponent, and reinventing it as Lioncroft Wholesale. All of this gives him a wide and diverse experience of how all types or enterprises are run, enabling him to put his well-earned expertise into practice in his current role of CEO of Lioncroft Wholesale. He has ambitious plans to grow the company substantially over the next few years, however he remains close to his roots, and continues to embody the businesses’ core value of always putting the customer first, just like when he started out all those years ago.
Jasbir is one of the five Wouhra brothers that came over to the UK from New Delhi in 1968 and set up the first East End Foods shop in Wolverhampton in 1972. His involvement has been instrumental in the success of the business from the very start, and he has at one time or another managed and developed every aspect of the growing enterprise. After being a long-standing Managing Director at East End Foods, Jasbir is now a very hands-on Chairman of Lioncroft Wholesale, and takes great pride in maintaining the solid relationships he’s built with customers and all stakeholders over the years. As Chairman, his decades of business experience and well-earned wisdom are helping to drive the next phase of innovation, expansion and development at the company he knows better than anyone.
Daali played a key role in the setting up of Lioncroft Wholesale, overseeing the significant changes and modernisation of the business as COO and has worked at the firm for 10 years. As an experienced chartered accountant, Daali’s previous career was at Ernst & Young where her specialism was in forensic accounting and in her spare time she takes great delight in travelling and seeing friends and family.
Bill was formerly a long-standing partner at RSM, the sixth-largest accountancy professional services network in the world by revenue. His most recent role at the firm was Head of Employer Tax and he brings a wealth of skills and experience with him to the board at Lioncroft and helped to structure the business, whilst providing professional services during the repurchasing of East End Foods’ wholesale division. Bill enjoys playing golf when not working and dedicates much of his spare time to lowering his handicap on the many courses he plays at.
Indi studied banking and finance at university, which held him in good stead when he joined the family firm back in 2016. He soon found he had a passion for all things marketing related and his enthusiasm and dedication to apply his marketing skills to the company saw him promoted to the position of marketing manager. One of his ongoing tasks, in his current role as Head of Customer Experience, is the development and implementation of Lioncoft’s digital strategy to ensure the company keeps ahead of the curve, whilst retaining the unrivalled customer service levels that were started by his father and uncles. Another passion of his is singing and he does so regularly with several bands and local musicians.
Susan’s much sought after expertise in corporate restructuring, along with her excellent negotiation and organisation skills made her the perfect choice for the role of strategic advisor to the Lioncroft board during the repurchasing of the wholesale division of East End Foods. She’s been at the firm since January 2020 and played a vital role in the rebirth of the company as Lioncroft Wholesale. This included securing financing for the ambitious project, setting up and implementing the back office functions and developing the business plan. As the company grows, her abilities and advice continue to be much in demand by the Wouhra family on a daily basis. An accountant by training, her successful career has seen her in senior leadership roles in various industries, including many years in the automotive sector, at a world leading hobby miniatures company, and a top tier private education provider. She enjoys keeping fit by walking and running in the great outdoors and when not working or exercising adores spending time with her growing family.
David has a background in global markets and was previously the regional Managing Director for the Midlands, at Lloyds TSB. A founding member of the board, his expertise and experience were invaluable as a key advisor during the repurchasing of the cash & carry arm of East End Foods and he continues to play a pivotal role in the expansion plans for Lioncroft Wholesale.