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Plant-based food brand targets endurance athletes with Challenge Cape Town sponsorship


Challenge Cape Town, Cape Town’s first middle distance triathlon, which took place on Sunday, 10 November, became one of the first sporting events of its size in South Africa to be sponsored by a plant-based food brand.

Popular South African vegan brand, The Fry Family Food Co, signed up as the event’s official food sponsor, and Fry’s products were available over the race weekend at the event’s Welcome Function at the Castle of Good Hope, as well as at the Finish Village at Cape Town High School.

“One of the greatest challenges of any athlete is feeding your body with quality nutrition to yield the best performance,” said Challenge Cape Town Race Director, Gary Marescia. “Collaborating with The Fry Family Food Co is a natural fit, because they understand the important combination of eating for sustained energy, while also making sustainable food choices.

“As a family business, Fry’s also perfectly aligns with our own values, so we are excited to welcome them to the Challenge family.”

Since 1991, family owned business Fry’s has focused on creating a ‘range of top-quality and delicious plant-based products that can hold their own alongside their meat counterparts.’ The brand is now available in 28 countries in over 30,000 outlets.

Tammy Fry is one of the driving forces behind Fry’s and has been at the helm of the company’s marketing for over a decade. An avid crossfitter and multiple SA national karate champion, Tammy is ‘passionate about sustainably fuelling her active lifestyle in the healthiest way possible.’ As the director of Meat Free Mondays Australia and South Africa, she actively advocates for a reduction in animal product consumption which is seen as one of the major solutions to unsustainable food choices, global warming and animal cruelty.

Tammy Fry said, “While there are many assumptions and myths around plant-based eating (especially in the sports nutrition space), the vegan lifestyle is becoming more and more mainstream. Some of the best sports people in the world are embracing a plant-based diet because they have seen and felt the benefits firsthand.

“With this in mind, I am thrilled we have the opportunity to expose some of the world’s strongest triathletes to plant-based foods and their health benefits through this sponsorship.”

Challenge Cape Town is the newest addition to the Challenge Family’s global triathlon calendar. The men’s race was won by Pablo Dapena in a time of 3:46:48. The Spaniard finished approximately 90 seconds ahead of Steven McKenna (Australia) in second place, with Matt Trautman (SA) coming in third. The women’s race belonged to Emma Pallant (UK), who took a convincing win in 4:14:51 – seven minutes faster than Annah Watkinson (SA), and almost 10 minutes ahead of British pro Laura Siddall.




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