How one of SA’s leading Chef Apparel Providers is adapting to the coronavirus-induced economic catastrophe.

This February, Chef’s Brigade, a manufacturer and marketer of apparel products for men and women in the hospitality industry, was coming off a bumper season for orders. But by late March, the industry – and the orders – had screeched to a horrifying halt as the South African government was forced to shut down the economy over fears that the novel coronavirus would wreck more than just our markets. 

“The devastating effects that this virus, and the subsequent lockdown, has caused to the restaurant and tourism industries, our key target markets, is just unfathomable,” says Clairann Potgieter of Chef’s Brigade KZN. “The very nature of our market means that hotels, restaurants, bistros etc. will be ‘last in line’ when we do eventually get to open up the economy.” 

Established in 2017, Chef's Brigade is a family run business. They have created magic by combining their two passions: the hospitality industry and the clothing industry. But, just as every other clothing manufacturer in South Africa has had to do, the family sat down to carefully consider ways of keeping the business afloat for, conceivably, the next 12 months.  “The government and various private sector organisations have implemented interim measures to curb the immediate and longer-term economic effects of the COVID-19 pandemic on business and industry,” says Charl Viljoen, director at Plus Executive Accounting Solutions. “However, these interventions will only provide short-term relief to proudly South African companies like Chef’s Brigade and so we find ourselves, as accounting and business advisors, working with small and medium enterprises to figure out ways of pivoting their business model to limit the damage and to take advantage of any new opportunities.” 

After a critical family and executive Zoom meeting, Chef’s Brigade found a way to help improve cashflow reserves, while contributing to the fight against the scourge of the virus. They are now manufacturing and selling eco-friendly triple layer face masks. “We were inspired by the call of President Ramaphosa to use South African creativity and ingenuity to help solve the different problems arising from the pandemic,” adds Potgieter. The team has developed a face mask that meets government standards for protection to be worn by the general public. The masks are molded to your face with a filter and they are fully washable. They are made from a quick dry poly shell which will ensure an extended life span. Each mask comes with a Fibertex filter insert which can be replaced, with spare filters sold separately.

Corporates will be able to order the masks in bulk and have them branded as well. “Masks are our new uniforms for the coming months,” says Joelanda Carey from the Chef’s Brigade Head Office. “Employers may be concerned about the varying quality of masks that their teams wear to the workplace. This way, the employer can supply both the masks and the filters and be confident that the protection meets the scientific guidelines of the country’s coronavirus experts.”  

Stephen Hawking once said; “Intelligence is the ability to adapt to change.”

Chef’s Brigade is surely one of many intelligent South African companies that are cleverly adapting to the changes brought on by the deadly COVID-19 pandemic. 

For details regarding Chef Brigade’s Face Masks, visit www.chefsbrigade.co.za