A South African man was sacked from his family’s marinade business after footage of him using a highly offensive slur surfaced on social media.
Adam Catzavelos’ family said they were “appalled” after seeing video of him using the K-word (kaffir), an apartheid-era slur used by white people to describe Black South Africans. The clip shows Catzavelos vacationing at a sandy beach, which he describes as “heaven on earth” because no Black people were there.
The man’s antics ultimately cost him his spot in the family business and have even sparked calls for a boycott.
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“Adam Catzavelos has been dismissed with immediate effect from the family business, St George’s Fine Foods, and his minority shareholding will be unwound as soon as practically possible,” Catzavelos’ brother, Nic Catzavelos, said in a statement to BBC, adding that the family/business “rejects racism in any form.”
“Given the high-profile nature of this development, the business has been temporarily closed for the protection of all its staff. We have no further comment at this stage,” he continued.
Several restaurants have since threatened to boycott the business, which manufactures savory marinades and sauces, including The Butcher Shop who according to BBC, stopped “serving any bastings or sauces” by the company. The Baron Group, a restaurant chain, terminated its contract. A South African bank also stepped away from the company. Several Nike stores, at which Caztavelos’ wife is a manager, also closed its doors amid fallout over the “vile” tirade, Sputnick News reported.
Catzavelos worked as marketing director for his family’s business.
This isn’t the first time South Africa has seen blatant racism, however, and it remains an ongoing issue in the country. Earlier this year, a white woman was sentenced to three years in prison for repeatedly using the K-word against a Black officer who came to her aid after she was robbed.
Video of Catzavelos sparked outrage and disgust among South Africans, but many also said they weren’t shocked at his behavior. The hashtag #AdamCatzavelos started trending on Tuesday as the footage made its rounds on social media.
“This is what they say at dinner tables,” one person wrote. “This is what they say in their WhattsApp groups, homeowners meetings, golf clubs, church and braais. THIS is how they speak about us on an average SAn day. It’s just that sometimes they piss each other off & snitch on each other.”
“I hope the outrage lasts,” another woman chimed in, advocating for a boycott. “Don’t go to Smokehouse in Braam. Pressure Butcher Grill to the point that they disassociate with #AdamCatzavelos. White people hate us so much — but they don’t hate our money or our labour.”
According to BBC, South African opposition party the Economic Freedom Fighters (EFF) plans to file a criminal case against Catzavelos.
