About Us

About Craft Collective
Innovation Lab

Craft Collective began its journey as a premier food and beverage consulting agency, focused on elevating the F&B sector in South Africa through industry-specific solutions and expert guidance. After a decade of impactful work within the traditional F&B Consulting field, we have evolved our focus, transitioning into Craft Collective Innovation Lab, South Africa’s first Food and Beverage Industry Think Tank.

Craft Collective Innovation Lab

Our Mission

Our mission is to champion & incubate growth and innovation within the Food and Beverage industry in South Africa, fostering a dynamic and sustainable entrepreneurial environment that cultivates creativity, collaboration, and excellence.

Craft Collective Innovation Lab

Our Vision

We envision a thriving and diverse South African F&B industry, recognised globally for its quality, innovation, and sustainable practices. We aim to be the catalyst driving this transformation, through insightful research, continuous learning opportunities, and strategic guidance.

Craft Collective Innovation Lab

Our Values

Integrity, Excellence, Innovation, Collaboration, and Impact shape our work at Craft Collective Innovation Lab. These values guide us as we strive to provide best-in-class services to our clients and create a positive ripple effect in the South African F&B landscape.

Craft Collective Innovation Lab

Our Team

Tara Drake

In her role as Executive Director & Lead Consultant, Tara brings a unique blend of expertise to the table. With qualifications as a chef, experience as a food entrepreneur, and a decade-long tenure as a Food and Beverage consultant, her multifaceted background shapes the vision of Craft Collective Innovation Lab. Tara’s unwavering passion for the industry fuels our pursuit of innovation and excellence.

Lee Drake

Drawing on decades of experience in hospitality entrepreneurship, Lee serves as our Strategic Business Consultant, offering a wealth of business insight and strategic acumen. His seasoned expertise ensures that our services and strategies are meticulously crafted to align with business objectives and deliver tangible results.

Joie Isaacs

Joie, as the Head Researcher and Project Manager, utilising her psychology degree focused on social sciences, ensures we are always on top of industry and consumer trends, with unique insights into behaviours and motivations that impact the food & beverage landscape. Joie also ensures the administrative aspect of our operations runs smoothly.

Carmi O'Connell

Carmi is your go-to creative, tapping into her educational background in Visual Communication. Fueled by curiosity she produces conceptual masterpieces that strike a chord. Supported by a collaborative team, Carmi effortlessly blends strategic thinking into her creative pursuits, guaranteeing that each project reaches its peak potential.

Craft Collective Innovation Lab

Why Us?

Our team’s combined experience in the F&B sector, along with our history as a leading consulting agency, positions us uniquely to understand the nuances of the industry. Our comprehensive offerings, ranging from localised industry research reports to product development consultancy services, ensure that we can serve every need of the F&B entrepreneur or established brand. Craft Collective Innovation Lab is committed to crafting your business’s future in the Food and Beverage industry.

Our Clients

Anastellar brands
Business Advisory Clinic
CTE investments
Ocean Breeze hotel
The cove restaurant

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