Tribeca cooks up a storm with SA Chefs

The South African Chefs Association (SA Chefs) has appointed Tribeca Public Relations (Tribeca) as its brand positioning and communications partner.

SA Chefs is a non-profit industry association that has represented the interests of all levels of chefs for the past 40 years. The association aims to improve and positively impact the careers of chefs and invests heavily in the development and training of individuals and members in the culinary industry.Tribeca was approached by SA Chefs as it needed a partner to curate and communicate news of its events, updates, collaborations and successes. Before creating a communication strategy, Tribeca delved into the association’s purpose and recognised the need for a refinement of the SA Chefs brand, and what it means to members and stakeholders.

The Tribeca team partnered with The Brand Sleuth to conduct an in-depth perception audit and brand positioning investigation, which provided the necessary foundation for a successful communications strategy.

“We’re really excited to be working with Tribeca, and believe its strategic approach pairs well with what we’re trying to achieve as a non-profit association,” says Thomas Overbeck, general manager of SA Chefs. “We have so much to celebrate and share, and look forward to seeing more of our good news stories in the public domain.”

“Tribeca has extensive experience working with food, beverage and hospitality brands and media. This experience perfectly positions us to communicate and support the great work of the SA Chefs team as it invests in the continued growth and development of chefs in South Africa,” says Nicky James, director of Tribeca Public Relations.