Dynamic discussions and inspirational storytelling: The inaugural SA Chef Conference & Expo was a celebration of the vibrancy of SA’s culinary landscape.

More than 180 delegates gathered at the Protea Hotel Cape Town Waterfront Breakwater Lodge on November 25 and 26 for the inaugural SA Chef Conference & Expo.

Representing the event’s host city, Cape Town, Alderman James Vos highlighted the three Cs: cuisine, community, and culture, and described the conference as a remarkable event “celebrating the creators of experiences”.

In her keynote address, Deputy Minister of Tourism Maggie Sotyu shared a thought-provoking quote: “Great food is not just about what’s on the plate, but the stories it tells, the people it brings together, and the memories it creates.” She encouraged delegates to explore how cuisine can continue to ignite our palates while positioning South Africa as a premier destination.

The Business of Restaurants

Guided by celebrity chefs Pete Goffe-Wood and Katlego Mlambo, Day 1 of the conference showcased some of South Africa’s most exciting culinary talents, including Luke Dale Roberts, Chris Erasmus, Vusi Ndlovu, Callan Austin, Kerry Kilpin, Peter Ayub, and Johannes Richter. They delved into the “business of restaurants,” discussing the trends and innovations shaping South Africa’s professional kitchens.

Engaging debates emerged around topics such as sustainability, foraging, professional development, and the advantages of being an award winner.

Our sponsors and partners – including The South African National Convention Bureau, The City of Cape Town, The South African Chef Association, FEDHASA, The Restaurant Collective, Retail Capital, Kerston Foods, Robot Coupe, Barry Callebaut, Rich Products Corporation, and ABALOBI – along with our exhibitors, such as Culinary Equipment Company, B-Well, Clearworld, Dr. Oetker, Makers Landing, Tork, Sir Fruit, Tiger Brands, Gaap, Dilmah, Prime Cleaning Suppliers, and Oxygin – demonstrated their commitment to the culinary industry. They engaged delegates on products, services, and innovations aimed at elevating their businesses, while also outlining the support structures, financing options, and technological assistance available.

Closing remarks by South African Tourism Nombulelo Guliwe set the tone for Day 2, emphasising the importance of the culinary offering in marketing South Africa internationally.

Minister’s Call to Action

Day 2 opened with a video message from Minister of Tourism Patricia de Lille who remarked that the conference theme, Igniting Growth in the Culinary and Tourism Sector, was crucial in understanding the strong connection and potential between culinary offerings and tourism.

“We have so much untapped potential in this space, and there is so much more we can showcase for our visitors to experience and taste in all parts of our country. The mission here must be to devise a strategy that highlights the unique culinary treasures and South African flavours throughout our nation, especially in our townships, villages, and small dorpies.”

The minister also mentioned that the Department of Tourism is working on a Gastronomy Tourism Framework, which aims to guide provinces in developing their own gastronomy tourism strategies. “As the framework is still in draft form, I’m calling on the experts in the room today to provide input on what the gastronomy framework should entail.

“Keep pushing the boundaries while developing a strategy that reflects the diversity of food and flavours across our country, ensuring inclusivity,” Minister De Lille said.

Unlocking Gastronomy Tourism

The subsequent discussions and workshops focused on how to increase South Africa’s share of the $800 billion global gastronomic tourism industry.

A key point was that our diverse cultures, history, heritage, and indigenous products all contribute to what defines our culinary identity. The richness of the regions and the stories within each region create distinct gastronomy tourism offerings that we must market clearly and inclusively.

Chef Gregory Henderson pointed to the nine biomes: “We eat very differently in all the different regions of South Africa and we don’t celebrate this.”

While Pete Goffe-Wood argued that pinning South Africa down to one culinary identity was not necessary as “every other recognised region of the world cooks with what grows locally – when it grows”.

Ultimately, the consensus among the culinary and tourism stakeholders present was that we are not defined by one identity; rather, we are a dish of many flavours. This is how we should present ourselves to the world to become a gastronomy tourism hotspot.

COMING SOON… SA Conference & Expo 2025!