Birmingham based ethnic foods producer East End Foods plc has started construction of its 4th facility at the former HP Factory site in Aston Cross, Birmingham.

Phase One of the £35 million development will see the construction of its 100,000 sq ft state of the art Wholesale Cash and Carry and Distribution Centre. The site will also house a 30,000 sq ft Urban Farm and Technology Centre tracing the journey of food production and sustainable farming methods.

Phase One represents an investment of £9 million by the company and will create 95 new jobs in the Aston area. Architect for the project is MADE Architecture Limited based in Hampton in Arden, lead contractor is John Sisk & Son and Cost Management Company is Kartar Consulting Limited.

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East End Foods' Chairman, Tony Deep Wouhra said: "We are very excited that work is underway for this project. The site is a prominent gateway to Birmingham and one with an important legacy for the city and the food industry. We are proud to be continuing this association with a development that will secure its future as a vibrant commercial centre for food innovation and enterprise."

Phase Two of the development is due to commence in 2012 with the construction of a 15 storey 4 star luxury hotel and a 1200 person capacity conference centre costing £26 million and will create in excess of 200 jobs.

Naveed Ahmed, Managing Director of MADE Architecture explains his firm's approach to the overall design. "This is a highly visible, iconic site that is perched over the Aston Expressway. We have taken advantage of the level differences to create an intricate array of spaces that connect on a human scale, whilst creating a prominent impression overall. Our practical use and emphasis on light and space embodies the move towards sustainable architecture, creating a landmark for Birmingham with lasting qualities."

Chris Dyer, Director, Sisk, added: "As a local contractor, we are delighted to contribute to the future of an important industry for Birmingham. This project is on a prestigious location with a long heritage of manufacturing. We look forward to delivering a high quality end result, ensuring it is a fitting and long standing development for the area."

(CD/KMcA)