He has created and founded several businesses that always have culture at its core, building and growing communities that resonate with the product. He has a unique understanding of the landscape across the African continent and has executed projects in Accra, Johannesburg, Lagos, Luanda, Dar Es Salaam and Nairobi.
In 2013 he set up SMORGASBORD, a Johannesburg (now Cape Town) based food and beverage design & innovation agency servicing brands, big food companies, foodpreneurs, bevpreneurs, hotels, corporates, and retailers. As managing partner, he ideates projects for consumers and brands facilitating engagement opportunities. Curating& designing projects with a view to growth & sustainability.
Previous clients include Pernod Ricard (Jameson, Chivas, Absolut, Martell, Mumm Champagne), RGBC (Krug, Dom Perignon), Bacardi (Bacardi, Bombay Sapphire, Martini), AfDB (African Development Bank).
In addition to Smorgasbord, he currently serves as founder-CEO at Nice Beverage Company, a wine business focused on sustainable packaging options like cans and kegs.
Hardy writes as wine.co.za’s thought leader on the future for engaging a DEI audience. Here he shares ideas on community building, marketing, positioning, and strategy.