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CategoriesFood 2010: Food to match support with food for sport
The words 'food' and 'champions' are used internationally on a daily basis, however Sholton Brenna who is a South African born Italian has branded and Trade Marked a company in South Africa for South Africa and South Africans to use as a food catering base for sport and it's launch pad will be none other than the soccer in South Africa, especially in 2010.
The company is called Food Of Champions, the company slogan is "Food of Champions" and the company logo features both the South African and Italian flags (host nation and current world champions) with a gold stripe separating the two flags with its text caption "Food of Champions". A lot of questions were raised when Sholton presented the idea to relevant people both in the food and sports industries. There was a lot of uncertainty as to what this brand would represent. Well for starters, Food Of Champions is a marketing brand that will bend every rule but never break any rules in the process. Marketing ideas for food and sport are endless, therefore it was difficult to set limits on the restrictions of this brand, however by creating a focal point with boundaries in which to work in, Sholton and his assistants decided to dedicate the Company's motto in honour of his late grandfather. Everybody wants to be a champion in their own right, and sport is the ultimate ground to prove any ones worthiness of the title "Champion", but as Sholton's grandfather always said, if you can provide the right food to eat for everybody involved in sport (and by that we mean fans and supporters on top of the list watching all games and matches of all runners up and champions in the making), well then food is really the champion.
To substantiate this philosophy, Sholton's father Oscar Brenna, a world renowned chef and director of FG La Pasta (Pty) Ltd. has developed a snack called Pasta Chips. Oscar has two partners in the business, and their products vary from dry pasta to fresh pasta, ready made pasta, and specialised pasta's and dishes. The Pasta Chips is just one of their many products, but with so much to deal with on a daily basis, FG La Pasta has never really had the chance to expand it's marketing resources and has always piggy backed off bigger food corporations by producing and supplying products under the bigger brand names such as Pick n Pay and McCain’s to name a few.
Sholton sees marketing opportunities arise daily, so that's why he decided to open Food Of Champions in his personal capacity and use the resources of all catering companies fit for the task of delivering food to fans and supporters across South Africa, FG La Pasta being his first choice of course. Sholton has had first hand experience with the task of delivering food to stadiums, as he was actively involved in a very big food order for the recently staged Confederations Cup. FG La Pasta was one of the sub contracting catering companies outsourced by the representative's of the FIFA committee in the food supply sector.
Sholton and his First Team as he calls them, learned a lot from this exercise, and now have a better understanding of what is yet to come. Food Of Champions is up for the challenge and is proud to represent South Africa in the ultimate stage sport has to offer.
About The Author:
The vision Sholton sees, is seen through the eyes of a creative mind. He slowly started developing a creative way of thinking and his mind set has evolved into a more artistic outlook on perceptions rather than a logical one.
When Sholton was a young little boy he wanted to be a car designer. The frustration he felt then is similar to the frustrations he feels now. He always knew how to picture what a car should look like, but was never able to translate the picture he had so clearly in his mind onto paper for people to see and understand. The craziest thing about the few drawings he kept from when he was a young boy back in the eighties, is that all his cars had BIG wheels. The fashion/trend in the eighties was 13” size rims as a general standard, and in 1987, Ferrari really pushed the boundaries by introducing a 17” wheel on the legendary F40. Sholton could never draw a car with wheels smaller than 17” scaled to drawing size. The cars just looked odd to him, and he had many debates with his father on how to draw the wheels. Sholton’s father was doing the right thing any good father should do, and that was to teach him the right way. He was teaching Sholton how to design wheels the design text book of that era would say.
Twenty years later, the average size rim on a car wheel is 17”. Sholton never became the car designer I thought he could be, however he ventured into a passion turned career that ultimately satisfied his desire for beautiful sports cars. Form the time he left school he had the pleasure of working in the sports car industry, and surrounded himself with the elements that make up many dreams. There is a mystical psychology about beautiful cars that can make even the toughest men weak.
Many may argue that Sholton stayed in a slow dying sports car industry for too long, and even after he tried breaking away from the luxury sports car sector in the market, he too became weak and overlooked reality in order to satisfy a fantasy. We all know how to measure the lasting effects of fantasies and they never end up counting as much as the times we measure the amounts of cynical checks on reality.
Sholton often gets criticized for contradiction. His cocky answer to that is “don’t blame me for using contradiction to adapt to current scenarios, because life is one big contradiction, and I say this for one reason only, and that’s because it ends in death. As a child he was extremely logical yet he believed that he was meant to be an artist, and back then he thought design. Today he is extremely artistic yet believes that he is meant to be a logical businessman. Now that is outright contradiction. However, Sholton feels confident enough to say that he can blend the two mentalities together constructively.
In today’s economy, any good business is run with the principles of logical business, but needs to be creative, and to continuously develop new ideas into designed concepts for the logical minds to understand so that those business minds can quickly and effectively produce those concepts into real products.
Food Of Champions started off as a thought. It turned into an idea and slowly became a concept. Sholton needed to act quickly in order to take that creative concept and produce it into a product. Many people looked at him as if he was mad when trying to explain its magnitude and the more people looked at him strangely, the more he became excited, because he was finally able to translate his creative message to the non understanding logical world. The current market economy’s trend is about innovation, concepts and service based solutions. Sholton believes that with internet technology slowly becoming the only “wheel” of communication with data based tools as its main platform I find it important to understand the value of keywords. The key is time, and the time it takes to search for data based words is going to either give you that starting advantage or leave you behind with that big disadvantage. Consumers don’t have time, suppliers are running out of time, and yet the clock is ticking at exactly the same rate it was ticking yesterday and the day before, and has not increased or decreased it’s pace sine the day you were born. I believe that a search engine should be seen as a calendar. The search engines maximum capacity should equate to exactly 12 calendar months, 1 main frame being that annual year. Then it should break a number of pages into the separate months, weeks, days, and finally hours, with the minutes and seconds as the smaller sub links to that important hour.
Today, the web address for Food Of Champions’ Home is in first place on Google.co.za and Google Pages from South Africa, whilst lying in fourth position on Google.com, but enjoying a very satisfactory first position on Yahoo.com.
In a time based recipe for success, this means that any consumers need for a product could be met within 1 hour from the start of his clock (search) on his watch (sight/site) placed in his calendar (search engine), provided that the “watch” he was wearing MATCHED the product he was requiring. In this example, Food Of Champions has only 1 hour in which to MATCH a consumer’s requirement. With a content based website designed to maximize any quantity per set time, Sholton has taken two industries, food and sport, and given it a Focal point. In theory, the design of a focal point should be so precise and accurate in order to direct any consumer anywhere in the world straight to your Home, your business and ultimately your products. Sholton knows that many internet users all understand this tool as it is common knowledge however, as he puts it, looking at many websites today and everything many websites are made up of, it’s no surprise that their knowledge has resulted in nothing but common.
Sholton wants to continue developing innovative solutions for food and will carry on using sport as the key to that concept.
More info: Food 2 Match 2 Support Food for Sport