East End Foods' new £24m Birmingham HQ will feature a futuristic tourist attraction in which food is grown indoors to educate the public about farming and sustainability.

In addition to a cash & carry and hotel, the complex being built on the former site of the HP Sauce factory in Birmingham will also feature a visitor centre and multi-storey 'vertical farm', in which food is grown indoors under natural light in a rotunda with huge windows.

The farm will grow algae in the basement that can be used to generate electricity to power the site.

On other floors, food will be grown in temperature-controlled zones to mimic the climate of both the UK and the tropics.

The facility, which is scheduled to open by Christmas 2011, will also hold cookery classes using produce grown on-site.

The new facility is the brainchild of Tony Deep Wouhra, who built up East End Foods from scratch and said he cared deeply about the environment and sustainable farming.

"Some children today have no idea where their food comes from," he said.

"In the same way that Cadbury has set up Cadbury World as a visitor attraction, we are going to do the same here. It will demonstrate that we can make our own electricity and show people about vertical farming and hopefully encourage people to take more interest in where their food comes from."