In February 2020, the president of South African Chefs Association was exploring ways to ensure a sustained revenue stream for the association, which relied primarily on membership fees for survival. As a non-profit organization, South African Chefs Association had a rich history of representing chefs, enabling them to compete on the international stage, supporting their training and education, and providing members with networking opportunities and a community. The association faced several challenges; most notably, it needed to find an innovative solution to sustainable growth in terms of both membership and revenue numbers and the value created for members. The association’s president needed to establish a sense of relevance and community for its members through a range of strategic partnerships and innovative value contributions, ensure its leadership reflected the racial makeup of the country, and reconsider its structure and purpose.
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