Don Wouhra is the youngest of five brothers who jointly established East End Foods in 1972. The company has two business areas - manufacturing high-quality ethnic food products under the East End Foods brand, and a cash & carry business. Wouhra heads the cash & carry side, where he is responsible for buying and leads a team of 14 buyers across two depots, West Bromwich and Wolverhampton. It is a role he thoroughly enjoys, especially the satisfaction of rising to the everyday challenges or hitting a business target.