The Delicious Festival Trader Academy, in partnership with FoodBev SETA, continues to transform South Africa’s culinary landscape by equipping local food entrepreneurs with essential business and industry skills. This year, 75 graduates from two full cohorts across 2024–2025 have successfully completed the programme, marking a milestone in the academy’s mission to drive inclusive economic growth and culinary excellence.
Following the success of its pilot project in 2023, the academy saw 11 of these graduates debut their food stalls at the DStv Delicious International Food and Music Festival Powered by LottoStar for the first time. This opportunity provided hands-on exposure and direct access to thousands of festival-goers.
“Having local brands is something that defines our Proudly South African Delicious Mile. Empowering smaller-scale food brands this year reminds us that the festival is about more than just great food and music — it’s about creating real opportunities and lasting impact.”
says Tom Pearson-Adams, CEO and Founder of the DStv Delicious International Food and Music Festival Powered by LottoStar, and CEO of the Delicious Festival Trader Academy Powered by FoodBev SETA
The Delicious Festival Trader Academy Powered by FoodBev SETA aims to uplift South Africa’s 3.5-million SMMEs, focusing particularly on women under 35 who have limited access to training and experience within the food, beverage, and hospitality sectors.
“We are delighted to celebrate these individuals who heroically balanced entrepreneurship with attending classes online and in person. We’re also thrilled to announce the onboarding of our new 2025–2026 cohort, welcoming 75 SMMEs in Johannesburg and 25 in Cape Town for the first time.”
says Jean Huddy, Head of SMME Strategy and Support at the Academy
The academy’s curriculum spans entrepreneurship, design thinking, business communication, food handling, sustainability, financial literacy, and digital marketing. Beyond theory, participants receive mentorship from leading industry figures such as Thlompho Mokoena of Wing Republic in Braamfontein and Andrew Leeuw of Sumting Fresh, empowering them to turn passion into viable businesses.
“This support for youthful enterprise is aimed at strengthening our communities. By empowering citizens and incubating their commercial ideas, we hope to stimulate both local and international exposure and investment.”
says FoodBev Manufacturing SETA CEO Nokuthula Selamolela
The Delicious Festival Trader Academy Powered by FoodBev SETA exemplifies the power of collaboration between private and public sectors to promote sustainable entrepreneurship and social impact. Each graduate’s story reflects dedication, creativity, and the will to uplift their communities through food.
Together with FoodBev SETA, the City of Johannesburg Youth Directorate, and Proudly South African, the academy continues to build pathways for emerging food entrepreneurs to thrive — turning ambition into achievement and passion into purpose.
👉 Learn more about the 2024 graduates here
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