Tributes have been paid to Wilderness Safaris co-founder Russel Friedman who died of a heart attack while mountain biking.
As one of three original co-founders of the Africa safari operator in 1984, Friedman played a pivotal part in the operator’s growth and development.
“He will be enormously missed, not only by his family, but by generations of Wilderness Safaris employees to whom he was a mentor and guide,” the company said.
Described as a “true safari stalwart,” he helped the Botswana-based business grow having originally worked as natural history book dealer and publisher.
He started by supplying the other two founding partners, Colin Bell and Chris MacIntyre, with books and material for overland safaris into Botswana and Zimbabwe from Johannesburg in South Africa.
After some 34 years of passionate commitment, Friedman, 68, was still an integral part of the Wilderness Safaris family and business.
As the founder and chair of the Wilderness Trust and Children in the Wilderness, he was often the company’s conscience in the areas of ethics, community and conservation.
Fondly known as ‘Papa Smurf’, Friedman was also a brilliant photographer and driver of Tour de Wilderness mountain bike events, raising funds for Children in the Wilderness and the Trust.
His efforts made a major contribution to the empowerment of Africa’s people and the protection of its wilderness areas, the company said.
Wilderness Safaris chief executive Keith Vincent said: “It is with deep sadness and regret that we share this news with you, but also with deep gratitude that we remember Russel and the role he played in our lives and the life of the company.
“His love of life, passion for conservation and his immense integrity will be missed by all who knew him.”