Showcasing Local Talent
How a Sandwell-Based Food Entrepreneur Delivered Outstanding Catering for a Major WMCA Event
Catalyst is committed to creating real economic opportunities for Sandwell residents, connecting talented individuals with organisations that value quality, community, and collaboration. One of the strongest examples of this impact is the story of Asma Andleeb, a passionate local caterer running XRinex Ltd.
Asma was introduced to SWEDA through their business support programmes, where her enthusiasm, professionalism, and commitment to authentic, high-quality food stood out immediately. With her growing reputation and dedication to her craft, Asma quickly became a trusted catering partner for SWEDA’s internal events.
This relationship led to a major milestone. In 2025, SWEDA was involved in the WMCA Business Festival, a high-profile event attended by business leaders, innovators, and community organisations from across the borough. Recognising Asma’s skill and reliability, SWEDA commissioned her to deliver the catering for the event.
Presented in her 2025 showcase, Asma’s work highlighted:
- High-quality food production tailored to professional event environments
- Authentic flavours and attention to presentation
- Consistent service standards that reflect well on both SWEDA and the broader Catalyst network
- A commitment to supporting community-centred events
Her contribution to the Business Festival was extremely well-received, demonstrating how local talent can shine when given the platform and support to do so.
Beyond the event itself, the collaboration strengthened Asma’s business visibility. Working with SWEDA created new pathways for recognition, trust, and future partnerships, helping XRinex Ltd gain traction within both private and third-sector networks.
This case study reinforces Catalyst’s mission to:
- Champion local entrepreneurs
- Connect talent with opportunity
- Support community-driven economic growth
- Amplify the value of business-to-business and third-sector collaboration in Sandwell
Through meaningful partnerships like Asma’s, Catalyst continues to support sustainable local enterprise and highlight the incredible skill within the community.