From a small corner shop in Bradford to building one of the UK’s leading foodservice and cash-and-carry businesses, Amjad Pervez’s story is one of vision, resilience, and relentless drive.

In this episode, Amjad reflects on his family’s journey from migration to entrepreneurship, how a single bet with his brothers set them on a new path, and why “never say no to a paying customer” became his golden rule. He shares the pivotal moments that transformed a £35 order into a multi-million-pound enterprise, the creation of Sea Fresh, and the expansion into a national cash-and-carry powerhouse.

With honesty and insight, Amjad discusses the challenges of scaling a family business, the importance of spotting opportunities others miss, and why Bradford remains central to his ambitions.