How adventure made Jason Wouhra a better leader

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Jason Wouhra, director of East End Foods and the chair of IoD West Midlands, believes you must have a sense of adventure to succeed in business…

In addition to his duties as regional chair of IoD West Midlands, Jason Wouhra is a member of the Wouhra family, which founded and owns the East End Foods empire that employs more than 400 people across the region with an annual turnover in excess of £200m.

Wouhra says: “I’m operational director for two of our three cash and carry depots, as well as being head of HR for the group. I’m also head of legal and head of intellectual property. We get lots of people trying to copy our brand and we’re often dealing with trademark matters.”

He adds: “Having a spirit of adventure is really important in business because there is so much competition in the market. You have to keep pushing the boundaries otherwise you’ll be eaten up. You don’t want to take too many uncalculated risks but you’ve got to be innovative, create new products, carry out R&D and so on.”

We met Wouhra at the East End Foods Cash & Carry in Aston on the site of the old HP Sauce factory as he was preparing for the IoD West Midlands annual dinner, held in the magnificent grounds of Warwick Castle.

“I’ve been involved with the IoD for well over a decade and I was the youngest person to be a chartered director.

“Getting the position of regional chair was unbelievable. Again, I was the youngest chair and first of ethnic origin in the IoD’s 110-year history.

“Mixing with and learning from other business leaders has been a great journey.”

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About author

Ryan Herman

Ryan Herman

Alongside his work for Director, Ryan has written for SportBusiness International, VICE Sports, Populous, Audi and Gallop Magazine and was previously editor of Sky Sports Magazine.

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