So often talented people miss opportunities merely because they are not given a voice or platform to use their voice. This Proudly South African eCommerce platform has addressed that need with the release of short format cookbooks penned by new authors from around South Africa which are exclusively available from That Food Guy Shop® in digital and print form.

The launch of the new platform took place at their new headquarters at 73 Juta Street, the same building that used to host the weekly Johannesburg Neighbourgoods Market now The Playground Market. TFGG (That Food Guy Group®) is very much part of the area’s transformation through the Play Braamfontein project spearheaded by Adam Levy which aims to uplift and contribute to building the city.

We were treated to delectable dishes catered by sisters team The Authentic Food Studio using dishes from some of the new short-form recipe books while the authors themselves were there to tell us about their journey that culminated in being published.

Dale Herbst, is the the visionary behind That Food Guy Group®. A a proudly South African food and beverage innovation hub seeded in 2013. A true South African story, the brand is invested in creating opportunities for the marginalized people and communities within the food and beverage advertising sector in Mzansi.

In 2020, That Food Guy Publishing® received two awards for ‘Naqiyah Mayat – The Beginning: Indian Recipes from My Home’ at the World Gourmand Cookbook Awards, South African region. The first for Best Debut Cookbook, and the second for Best Indian Cookbook. ‘Dinner at Somizi’s’ – one of the company’s highlight print projects released in December 2020 – made the bestselling cookbook list in SA within one month of its release.

Dale has this to say about the brand’s latest expansion: “That Food Guy Shop® is proof that the power of a dream and vision can come to fruition with hard work, determination, patience and a positive attitude. I am so humbled and proud to be working with the Proudly South African content creators we have commissioned to execute phase one of our short format book strategy. This content layer forms an important part of That Food Guy Shop®, although the platform also includes long format recipe books, a food news channel as well as a pantry and recipes.”

That Food Guy Shop® & News is pioneering curated short format books and will represent the South African food and beverage landscape with relevant, engaging and entertaining food content. The goal is to inspire food curious South Africans to support local authors by sharing in the joy of cooking and conversation.

For more information, please visit the That Food Guy Shop® on http://thatfoodguyshop.co.za/