“Chefs are key to driving change, creating seafood dishes that inspire and create awareness!”
– Pavs Pillay, WWF-SASSI Manager
Chefs play a vital role as key influencers in the food, culinary and hospitality industries, shaping market and food trends significantly. By exploring a variety of seafood options, chefs not only broaden consumers’ culinary experiences but can help transform the fishing industry and safeguard our oceans and its resources. Chefs who advocate for sustainable seafood practices and only serve ocean friendly seafood contribute to the availability of fish for future generations to relish.
When chefs choose sustainable seafood, they directly shape the seafood supply chain and when they ask the three WWF-SASSI questions when procuring seafood (What species is it?, How was it caught or farmed? And Where does it come from?) they encourage seafood suppliers and producers to increase their transparency, allow for better traceability and move the supply chain toward offering high-quality, sustainable seafood products. Using ocean-friendly species pushes chefs to be more creative and inspires them to create new seafood dishes with unfamiliar and underutilised species opening up their menu offerings and challenging other chefs to push the culinary boundaries – allowing for new gastronomic experiences.
When chefs and restaurants make the public more aware of the environmental impacts of serving species out of season or species that are regarded as unsustainable, it benefits not only the fish species but will have long-term impact on the oceans’ health and have far-reaching socio-economic consequences for the fishing industry and people’s livelihoods.
Every restaurant and its staff have the power to make a difference and you and your establishment become known as a chef that cares for our planet and future seafood lovers!
Sustainable seafood is more than just advocating for the protection of the marine resources, there is a strong business case to be made across the entire supply and value chains within the hospitality industry. More and more chefs are being seen as the new “rockstars” of the world with global platforms like MasterChef, Ultimate Braai Master and other cooking shows reaching new popularity heights and attracting new audiences, both local and global. These platforms coupled with social media has catapulted chefs into the limelight. Through these channels chefs can make significant changes in the industry from raising awareness about sustainable seafood to shifting people’s behaviour.
Working beyond the kitchen, chefs can contribute to national and provincial food policies and advocate for changes in the food system , such as better legislation around food labelling, curbing food loss and waste, and ensuring that suppliers are transparent whilst reporting the sale of illegal or specially protected species. Chefs have a unique yet important story to tell and can help shift systems beyond the culinary and hospitality industry.
WWF-SASSI recognises industry-leading chefs that are engaged in promoting sustainable seafood and honours chefs who take responsibility for seafood choices in their kitchens.
Our WWF-SASSI chef champions are culinary trailblazers who implement seafood sustainability in their restaurants, tell their clients, staff and suppliers about their seafood sustainability practices and inspire consumers by spreading the WWF-SASSI message via social media, events and TV appearances.
La Mouette is the dream realised of London-trained chef patron Henry Vigar. Henry sources the freshest local produce for his menu, which features, in particular, inventive fish dishes in a modern French cuisine style. His love affair with Cape Town began on a holiday in 2008. The scenery, climate and quality produce available motivated his decision to move to Cape Town in 2010 and open La Mouette
Hylton trained in wine making and then switched to cheffing. He grew up in St James by the sea outside Cape Town. He is inspired by the sea. His food philosophy is focused completely on sustainable and locally sourced ingredients. There are only green listed fish on his menus. His time cooking in the Rockies left its mark where he got to cook with Alaskan salmon and fresh scallops.
Hartford House was named in South Africa’s top ten restaurants four times during Jackie Cameron’s twelve years as the head of the kitchen, and won numerous awards under her guidance. She has recently left her position in order to open her own culinary school in the KwaZulu Natal Midlands, where she hails from. Her zest and zeal for SASSI is apparent and the sustainable values which earned her status as a SASSI Trailblazer will be taught to aspiring chefs at the Jackie Cameron School of Food and Wine, which opens its doors in 2015.
Chef Jamie Freidberg is head chef at Between Us, Cape Town. Her twin sister Jess is co owner of this eatery. Chef Jamie is a self taught cook. She has a passion for producing dishes that zing and flavour but in essence are simple. Born in Joburg, she takes sustainability very seriously, this runs right through her restaurant. As she says herself, “Sustainability needs to be at the center of all we do – it is the axis on which we individually and collectively must now pivot. Not incorporating it into our lives, in all aspects, is simply no longer an option. The necessity of the time demands it.”
Having grown up with a restauranteur mother and father who was a part time nature conservationist, working with sustainable seafood has always been a given. His favourite seafood is trout, hake and mussels.
It all started for Chef Jess Van Dyk when helping her grandmother skim simmering pots of jam in the kitchen. A graduate of the Silwood School of Cookery Jess went on to work at La Colombe and now heads up the kitchen at Protege in Franshhoek. Working with local suppliers is a key for Jess to drive the fresh and seasonal produce which aids her and her team to create culinary magic.
Her cooking philosophy is keeping it simple and use great produce. Jocelyn is Canadian and while in Toronto worked with Jamie Kennedy a pioneer in the organic food movement in Toronto. Jocelyn has been a bit of a globetrotter, she has chopped and stirred her way through Australia, London, France, Sardinia but Cape Town is where she has dropped anchor. This has been a 3 year journey for Jocelyn to become a Trailblazer.
John began experimenting with food at a young age, he would arrive home from school hungry and whip up an omelette – simply because he didn’t want to eat a peanut butter and jam sandwich! Over the years John worked his way up in the kitchen, from being a table runner, washing dishes, to chopping parsley; John made an effort to get to the top. In London, John worked under Chef Rhodes and was introduced to the notorious Gordon Ramsey – he often tells the tale of being locked in the freezer for three hours after he split a sauce one too many times. But he got out of that freezer and John is has developed a passion about food and the way that is brings people together, he is currently working at The Big Mouth in Sandton, Johannesburg where he has developed his drive for seafood, selling a lot of sustainable fish.
Jono has more than 20 years of cooking under his belt. He has honed his skills in South Africa, Ireland and the UK. His love of gastropubs has inspired and dedicated him to make honest uncomplicated good food, made with local ingredients. He strives to get the best possible supplies of green listed fish to dish up to his faithful followers.
Chef Judi Fourie, has been in the restaurant industry for the last 15 years. After graduating from Silwood School of Cookery she went on a culinary journey of exploration around the world to experience and experiment with flavours before she opened up her long-time dream her own restaurant in Cape Town. At Pilcrow & Cleaver, she takes up the role of executive chef and owner. For Judi it is imperative that the ingredients which end up on the plate at her restaurant are sustainable.
Growing up in Muizenberg, Julie was surrounded by fish as her father was a commercial fisherman. Julie’s father passed on his love and knowledge of the ocean which lead Julie to starting her own business – she set up a seafood stall at The Biscuit Mill. Her knowledge and concept was well received and to date she is known for having the best fishcakes in the city, made from a selection of SASSI green listed fish. Julie owns the Ocean Jewels which has been running for 12 years now, she also has a eatery in The Woodstock Exchange where you can go to enjoy a delicious seafood meal, or stock up on some fresh, great quality seafood. Julie only cooks and uses Green listed fish.
Kayla-Ann is a talented, dynamic chef who has always had a passion for cooking. “I always wanted to be in the kitchen from a very young age, right from the days I spent cooking with my Gran. I have been obsessed with food ever since. It was never really a choice I made, it was just what was going to happen”. She is truly passionate about sustainability both personally and in her work in the kitchen. Her love of fresh, seasonal and locally sourced produce has driven her to create dishes that honour the flavours and textures of the ingredients. Her dedication and unique style saw her receive The Rising Star Award in the 2017 Eat Out Awards.
*Disclaimer: WWF-SASSI does not endorse or certify restaurants/businesses/establishments but rather works with culinary champions to improve their sustainable seafood offerings and reduce demand for exploited species. The WWF-SASSI logo should not be on menus or displayed in restaurants, please let us know if you see this by emailing us at [email protected]
Quick links
© WWF SASSI | WordPress website design and development by The Ethical Agency, a leading Digital Marketing Agency for sustainable brands | Website powered by green renewable energy website hosting.