South African Tourism takes over the Hoxton Apprentice
September 1, 2008
Had an interesting meeting with Matt Armstrong at South African Tourism (pictured) who told me all about the tourist board taking over the restaurant Hoxton Apprentice (which provides catering training for disadvantaged children) to provide a week of South African food.
Last week South African Tourism took a group of restaurant chefs and front of house staff from Hoxton Apprentice to South Africa, providing them with an opportunity to experience the food and culture and to allow them to learn to work with traditional South African ingredients.
During the trip, the apprentices visited Prue Leith's Chefs Academy, near Pretoria.
These experiences will be turned into this week's menu at a series of special invitation-only events at Hoxton Apprentice.
The project has been created to tie in with the 'My South African Feast' food theme which is central to this year's SA Tourism marketing campaign, which TW is supporting on a dedicated microsite.
The project enables children from disadvantaged backgrounds to develop their skills and experience new cultures and ways of doing things - an interesting approach to destination marketing especially considering the mother of all destination marketing events - World Travel Market - is just around the corner.
Only time will tell if the project captures the imagination of the UK travelling market but South African Tourism is to be applauded for an innovative
Martin Couzins, managing editor
Nathan Midgley
Comments (1)
What a fabulous initiative! Thanks for placing it under the spotlight here. Just think of the long-term impact on these kids. We need more projects like this here in South Africa. Tourism is already creating jobs, but by giving more disadvantaged youngsters a foot in the door in the food industry, we can experience big-time dividends in the long run. Way to go, SA Tourism!
Posted by Rika Susan Swaziland | October 28, 2008 1:36 PM
Posted on October 28, 2008 13:36