East End Foods partners with Mysoft and Sage ERP X3 to deliver a further 40 year’s success

East End Foods partners with Mysoft and Sage ERP X3 to deliver a further 40 year’s success

Sage ERP X3 chosen as family firm looks to pass strong business to the next generation


Newcastle, 24 February 2014: Business software and service provider Sage today announced that East End Foods is to implement the flagship mid-market ERP solution, Sage ERP X3. The leading UK ethnic food supplier is looking to centralise and improve planning, production and reporting across its manufacturing, distribution and cash and carry businesses. Over 80 percent of Asian independent stores stock East End's range as well as all major UK multiples, including Tesco, Asda, Waitrose and Sainsbury’s.

Family-run East End Foods has over 40 years’ experience as a leading supplier and innovator in the UK Indian food market, boasting 320 employees and an annual turnover of over £180 million. In order to centralise its business systems to provide total visibility across all operations, they turned to business partner Mysoft, one of the UK’s leading suppliers of Sage ERP X3 and advanced e-Commerce and software components that compliment Sage ERP X3.

Previously the business used multiple systems to manage their accounts, operations, sales, and production. Additionally, a separate part of the business – three large ‘cash and carries’ in Birmingham – had not been able to seamlessly integrate into the wider group.

As the family looks to hand over this thriving business to a new generation, founders the Wouhra brothers realised that it was time to significantly invest in IT infrastructure in order to drive new growth and productivity.

Sage ERP X3 is replacing all these systems and processes with one fully integrated system to manage manufacturing, importing, distribution and sales – in turn enabling management to perform sales analysis as well as more effective planning, forecasting and reporting across the group. The software will act as backbone to the entire business, integrating the Cash and Carries with production, warehousing and accounts at head office. This will provide an accurate picture of how the organisation is performing across all departments at all times.

Roger Wouhra, Purchasing Director of East End Foods explained: “We needed to achieve a single, integrated and dependable view of all departments throughout our businesses, from import and manufacturing to distribution and sales. With full visibility of production, batch and location management, we will be more effective and power further growth. This investment will enable us to monitor consumer trends, continue to innovate, drive new product development and to maintain our position as leader of the ethnic food category.”

Wouhra continued, “We looked at various ERP products available to us on the market, and decided that one integrated solution designed specifically for mid-sized businesses with complex needs from a known and trusted supplier was the right choice to simplify a variety of existing software and manual processes – including paper forms back at head office. We needed the power of ERP across all departments, not a partial solution.”

Adam Street, Sales Manager, Mysoft, added: “Sage ERP X3 will supply total management forecasting, reporting, analysis and planning to support this complex business. East End Foods will use Sage ERP X3 as it should be used – to the full capabilities of the software across all modules and parts of their business.”

“East End Foods is a perfect example of a thriving mid-sized firm finding that as they grow, their management and operational needs change by degrees until one day, they realise they need to take control of their IT in order to support faster growth. Sage ERP X3 runs using Windows’ operating system with a choice of database, meaning businesses don’t need to make complicated IT changes in order to succeed. As a family-run business, they know that technology and management solutions need to work with people at their heart.”

Sage ERP X3 is built with user-centricity at its heart. People are key to mid-market success: the more users a company has, the more information it collects and the more insight it generates. Through empowering it’s users to take control and have easy access to information, Sage ERP X3 helps companies to enjoy improved productivity and growth.


About East End Foods
Originally established over four decades ago. East End Foods plc has grown into one of the UK's leading spice, lentil and rice specialists, with an annual turn-over in excess of £180m.

The success of the company is due to the philosophy adopted by its founders, the Wouhra brothers, who only source the best raw materials, and maintain total control of the production process from start to finish. With the surge of immigration from the 50s the enterprising Wouhra brothers spotted a gap in the food market.

Today East End Foods has grown to become the largest importer of ethnic foods in the UK, carrying with it the reputation of being a trusted supplier of the highest quality of product. For more information please visit: www.eastendfoods.co.uk

About Mysoft
Founded in 2005, Mysoft is one of the UK’s leading suppliers of Sage ERP X3. Based in Fleet, Hampshire we employ a large and highly skilled team of Sage ERP X3 certified consultants, developers and support personnel. Mysoft also offers advanced e-Commerce solutions, document management solutions and a host of additional in-house developed software components to compliment the core Sage ERP X3 software.

If you would like to hear more about the Mysoft and Sage ERP X3 story, or are interested in replacing your existing ERP software with a state-of-the art 21st century solution visit www.mysoftltd.co.uk

About Sage Mid-Market Europe
Sage Group plc is a leading global provider of business management software to small and medium sized companies, creating greater freedom for them to succeed. Sage understands how and why each business is unique. We provide products and services that suit varying needs, are a pleasure to use, and are secure and efficient. Formed in 1981, Sage was floated on the London Stock Exchange in 1989 and entered the FTSE 100 in 1999. Sage has over 6 million customers and more than 13,380 employees in 24 countries covering the UK & Ireland, mainland Europe, North America, South Africa, Australia, Asia, and Brazil. For further information please visit: www.sage.com.

Sage Mid-Market Europe was formed in January 2013 and has more than 18,000 customers across Europe. Sage Mid-Market Europe provides products and services that suit the varying needs of mid-market companies. Sage ERP X3 is Sage’s flagship ERP solution for mid-sized businesses. For further information please visit: www.sageerpx3.com

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