East End Foods, a trusted brand celebrated for its exceptional quality and authentic flavours, culminated in a spectacular weekend of cultural delights at the Birmingham Mela on the 22nd and 23rd of July, 2023. 

The event held at Victoria Park, was a feast for the senses as attendees were treated to an unforgettable experience, featuring the culinary masterpieces of renowned Chef Nitisha Patel, captivating performances by top artists, and exciting cricket activities that added an extra dash of thrill.

While the Mela started on a wet and rainy note, the weather cleared out giving people a chance to enjoy the activities in a bright and sunny setting.

Chef Nitisha Patel’s presence at East End’s Cookery Theatre was a culinary revelation, infusing her unique flair into traditional recipes. The Mango & Coconut Parathas, crafted with East End’s Gold Chapatti Atta, Mango Pulp, and Ghee, tantalized taste buds, while the aroma of the Smoky Black Dal, enriched with East End’s aromatic spices, left everyone craving for more.

Expressing her delight, Chef Nitisha said, “Working with the great range of East End products was an absolute pleasure! The enthusiasm and warmth from the audience was truly inspiring, and I loved infusing a modern twist into traditional recipes. The overwhelming response to the Mango & Coconut Parathas and Smoky Black Dal filled my heart with joy. It’s heartwarming to see how food brings people together and creates moments of happiness. I want to express my gratitude to East End Foods for this wonderful opportunity, making it a truly memorable experience.”

The East End activity area buzzed with excitement, offering attendees a chance to win fabulous freebies. From premium quality ingredients to exclusive East End merchandise, there was plenty of fun and excitement at the stall.

Beyond the culinary wonders, the Birmingham Mela embraced diverse cultural experiences through the electrifying performances of acclaimed artists like Guru Randhawa, Bilal Saeed, Jasbir Jassi, Rafaqat Ali Khan, and Jyotica Tangri, who kept the energy levels high and entertained the crowd with their chart-topping hits. 

Adding to the excitement, East End Foods’ cricket activity united families and friends, fostering camaraderie amongst South Asian communities. Cricket enthusiasts and novices alike showcased their skills and passion for the sport, creating cherished memories.

“We are delighted to have been a part of the Birmingham Mela,” said Kelly Wyld, Marketing Manager for East End Foods. “The response from the attendees has been overwhelming, and we are thrilled to have brought Chef Nitisha Patel’s expertise to our audience. We believe in bringing celebration of food and flavours to our communities and this exploration is at the heart of all things East End Foods. The blend of culinary delights, cultural experiences, and cricketing fun perfectly embodies the essence of East End Foods, and we are delighted for the opportunity to be a part of this celebration.”

The Birmingham Mela was an overwhelming success, with East End Foods elevating its vibrancy and charm. As the event concluded, guests left with hearts full of joy and memories that will last a lifetime. The triumph of the event is a testament to the passion and dedication of the organizers, performers, and participants who made this festival a resounding success.



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