Hi my name is Malcolm Riley, I was born and raised in Zambia. I came to England with £200 in my pocket and a suitcase. I carried with me a real passion for food which comes from my mothers great love of cooking.
I have worked in the natural, organic and health sector for over fifteen years. Ten years ago I made the plunge to start my own business. The light bulb moment came when I sat down to watch a documentary on the San Tribe of the Kalahari and how they exploited the fruit from the Baobab Tree. This is when my journey began, my partner and I formed the first Uk based company to import the Baobab fruit into the UK. Unfortunately the timing was really out and we launched in a recession and as a small start up company after many years trying to sell promote the wonderful uses of the Baobab Fruit, we were unable to break the market.
Wth £500 start up capital, I rebranded the company to The African Chef and some amazing opportunities have happened. I have picked up numerous awards, appeared on BBC Radio4 with Shelia Dillon, Dan Saladino and shortlisted for Virgin Foodpreneuar. Working with Barfoots of Botley I was able to launch two vegetable prepaks into Ocado, along with working on a development brief for Nando's. Currently I am unable to meet demand for the range of African inspired condiments, trying to juggle work life balance, family life, has hit a head. I am constantly struggling to make enough stock but more importantly, earn a living. I have worked almost seven days a week for the past four years to bring the brand this far. I love what I do and extremely passionate about creating delicious healthy food packed with flavour.
The business needs investment and the right expertise to help it grow to the next level. If you know anyone who can assist with the growth of The African Chef brand please drop me a line or email.
If you wish to make a purchase online I would be most grateful, as it keeps the business moving in the right direction.
To everyone who has supported me in past, can I say a massive thank you.....Malcolm
Client: Scripps International, Food Network Channel
Production Company: Original Concept Productions
Executive Producer: Caroline Yearsley, OCP
Director: Aine Casey
DOP: Canny Richardson