Citrum Khumalo – the chef who ‘made it happen’

The choice of celebrity chef Citrum Khumalo to fill the role as ambassador for the National Tourism Careers Expo (NTCE) taking place from 23-25 September at the Moses Mabhida Stadium in Durban could not be more appropriate. The career of the high-profile chef proves that success in the multifaceted world of tourism can be accomplished, even from the most humble of starting points.

At this month’s NTCE, themed ‘Make It Happen’, Khumalo will give visitors a fun, but inspiring glimpse into the field of culinary art.  Supported by National Department of Tourism (NDT), the Department of Economic Development and Tourism in KwaZulu-Natal (DEDT – KZN), and the Culture, Arts, Tourism, Hospitality and Sport Sector Education and Training Authority (CATHSSETA) the NTCE promises to inspire and educate learners, unemployed youth and educators about the exciting world of tourism.
 

Khumalo, from rural KwaZulu-Natal, always wanted to be a culinary artist.  He’d grown up enjoying the creative outlet cooking gave him, finding inspiration in the constant perusal of food magazines.  Moreover, he’d always wanted to travel the world and believed a career in food would lead him on that path. 

Surprisingly, Khumalo opted to study metal engineering on leaving school, and after some unsatisfying years as a welder, decided to follow his passion for food.  Lack of funds, however, meant further studies were out of reach, and he would have to start at the bottom.  His first restaurant job was as a cleaner in a Bedfordview eatery.  Armed with a determination to absorb every skill he could, Khumalo progressed to waiter, then barman, and finally found himself in the place he was meant to be, the kitchen.  From then on, Khumalo was on the way up.

A subsequent diploma in an Intec  College course called Catering and Gourmet Cooking, along with practical experience, gave Khumalo the means to move on to other restaurants and hotels, including the upmarket Mount Nelson in Cape Town.  “My career really took off at the age of 24 when I began networking and taking part in local and international competitions after working at  local reutarant,” says Khumalo. Some of those contests took him to countries as far as distant Iceland.

It was no surprise when the corporate sector came calling.  Khumalo took on positions at Vodaworld and the Mercedes Benz head office.  Then a prestigious international airline, Virgin Atlantic, beckoned, appointing Khumalo the Clubhouse Manager and Executive Chef of its First Class lounge at Oliver Tambo International Airport.The chef’s marketing skills came into play when he became the front man for a range of spices called Chef Khumalo’s Africa in a Bottle.  His image was soon to be found on supermarket shelves in 11 countries across Europe, and in four American states.
 

His next venture was an obvious one; Khumalo opened his own catering company in 2003.  His choice of name was simple and to the point – Asidle, a Zulu word which translates to the English phrase ‘let’s eat’.  The company employs 15 full time staff members, along with casuals in busy times.  Khumalo has featured in the top runners in Entrepreneur of the Year programmes, winning healthy financial grants for the development of the company.

His regular appearances in the media have catapulted him to celebrity status.  He’s been on radio and television shows and has featured in a plethora of lifestyle magazines.  He has worked with international names such as Ainsley Harriott, Alan Coxon and Aldo Zilli.  He is also an international tourist of note, having visited 20 countries to promote South African cuisine.

Passing on his many and varied skills is how Khumalo chooses to give back to an industry that has treated him well. “One of my biggest goals is that I want to motivate young people to have hope and be inspired towards building a career in this industry. Being part of the NTCE helps me fulfil this goal as the expo showcases the amazing world of tourism to learners and unemployed youth.”
 

Khumalo runs a culinary school called Culinary Passions School of Hospitality, a training facility in Midrand that is highly sought after by upcoming chefs who benefit from their teacher’s extensive knowledge of international cuisine.Khumalo believes school leavers considering career options would do well to investigate the myriad possibilities tourism offers. 

“After last year’s World Cup the sector is growing and opportunities are limitless.  You can work in a hotel, restaurant or travel agency.  You can be a tour guide and get to know your country, or run your own business such as a guest house.  You may even get the chance to work overseas.”

He cautions that success does not come easily.  “One needs to stay informed, and to do so education is the key.  I read and research a lot.  I have always sought out mentors, and have never been afraid to take risks.”

Khumalo together with his team of protégés will host a series of cook-offs during the three days of the NTCE. It promises to be an entertaining demonstration, from a man who has ‘made it happen.’