Proudly South African: we are a nation of eaters

  • 0

The Eat In DStv Food Network Produce Awards aim to acknowledge and celebrate outstanding, independent South African producers for putting South Africa on the international food map with their integrity, passion and innovation. These are producers that deliver a consistently high-quality product that is South African-grown or developed using primary produce from South Africa. Due care and consideration for both the environment and workforce are key criteria.

The 2012 Eat In DStv Food Network Produce Awards were announced on 24th March at a fabulous, special market at the Stellenbosch Slowmarket.

Deon van Wyk, one of the judges, has a slight British accent. It might fool you into thinking he’s foreign, but his Afrikaans will reassure you that he’s a born and bred South African. He has ten years of buying experience at the well-known London department store Selfridges & Co to thank for his valuable food knowledge. Deon’s speciality is fresh produce buying – from bread to caviar – and food trends. Deon moved back to South Africa and met with Melissa van Hoogstraten in 2009, and she quickly realised the time was right for someone of Deon’s capacity and knowledge to join the team at Melissa’s The Food Shop. Now the chain’s senior buyer, Deon believes in local talent and produce and – most importantly – shares Melissa’s philosophy of using kitchen cupboard ingredients and initiative to create something special.

Naomi Meyer asked him about his background, the event and the world of food.

Hi Deon, and thanks for the opportunity to have a chat about the Eat In DStv Food Network Produce Awards. Please tell our readers about your background.

Thanks, Naomi. First off I must say this collaboration has been pure joy. I’m the senior buyer for Melissa’s The Food Shops. I’ve been with the company for the past three years and before that I was based in the UK working for Selfridges & Co as a food buyer for 11 years. My background is very much fresh food. My whole career I have followed a very strong buying philosophy, which is in line with what Melissa believes in and which we constantly try and achieve in our business. We aim to keep things as simple, natural and uncomplicated as possible, focusing on quality ingredients to produce our products throughout.

Is this your first time as a judge at these awards?

Yes. I met with Anelde Greeff a few months ago at a function and we discussed the awards. We soon realised that a collaboration could be very beneficial, as we also aim to help the small producer in the market place. Melissa’s is in a unique position to give small producers a solid platform to launch their products into seven stores, soon to be eight.

What exactly do you do as a judge? It must be quite tricky – since some people love certain foods (seafood, for example) and some simply don’t. How do you keep an open mind if you taste a certain food in order for you to be a judge – somebody with a balanced opinion?

Wow, it’s the first time that I’ve had “balanced” connected with what I do – I’m quite flattered! On a more serious note, as a buyer, and a judge, you need to be able to disconnect yourself from your personal preferences. The focus is on what the producer is trying to achieve: taste, texture, smell and the look of the product plays a big part. We also focus on the husbandry of the product, ie how the producer looks after livestock or how responsibly he sources raw materials and how this impacts on the community. Ultimately it’s also about whether there is a need for the product in the market and whether there is a perception of value and quality in appearance and packaging. All these various elements add up to whether the product is viable as a category winner or not.

You spent a while in Britain, a country where food went from a notorious topic to a massive industry. South Africans also know about Nigel Slater, Nigella Lawson, Jamie Oliver, Heston Blumenthal, Rick Stein ... the list goes on and on. From a purely subjective viewpoint, which British chef do you admire most – and why?

I’ve been very fortunate to be exposed to a few of the people you have mentioned. For me it’s a definite toss-up between Rick Stein and Nigel Slater. Rick looks a lot like my dad! But it is his uncomplicated approach to food and people that interests me. He keeps his focus on his local area and community and simply does what he does best. Nigel Slater is a genius, I love what he does and also that he is always so understated, except, of course, when it comes to taste.

But can one compare food trends in one country with those in another? Somebody like Nigel Slater, for example, appreciates one or two simple – but high-quality – “feel-good” ingredients (cheese, sausage, bread) and serves up something for a cold northern hemisphere winter evening. He would also use ingredients like potato and cabbage, which are staple foods in Ireland and Britain ... but not necessarily in South Africa. How do you translate ideas from over there and bring them to the South African table? (And how about this: chocolate in Belgium stays “intact”, whereas in South Africa it melts easily ... how do you deal with practicalities like this when you import foodstuffs?)

Trends are an interesting topic. My take on it has always been that simplicity, convenience and old-fashioned goodness are also a trend, one that has more mileage in it than most. I’m making sure that we are aware of trends, but because Melissa’s is a lifestyle brand it doesn’t necessarily mean that we need to jump on the bandwagon. Selection is crucial, as we need to make sure that it makes sense within what we do at Melissa’s. With regard to importing, I try to avoid it as much as possible. There are so many wonderful products and producers locally that it’s not necessary in most cases. We are very blessed that we live in a country that has such diverse food resources. We have such interesting reference points in different cultures and countries. All these make for a very exciting industry and the producers that grasp this are the ones that shine.

What do you appreciate most about South African food?

There is a real sense of optimism and creative drive. The country’s morals are very much focused on family values and friendships and this finds expression in the food. We are a nation of eaters; it binds us together on many levels. (Gosh that sounds very philosophical!)

What are you looking forward to at this year’s awards?

I can’t wait to meet the producers and probe their minds as to what inspired them and how they got to the point where they are now.

Take a look at the winners of the Eat In DStv Food Network Producers Awards.

 

  • 0

Reageer

Jou e-posadres sal nie gepubliseer word nie. Kommentaar is onderhewig aan moderering.


 

Top