Plant-Based Food Brand, The Fry Family Food Co. Targets Endurance Athletes With CHALLENGECAPETOWN Sponsorship

CHALLENGECAPETOWN, Cape Town’s first middle distance triathlon scheduled to take place on Sunday, 10 November, is about to become the first sporting event of this size in South Africa to be sponsored by a plant-based food brand.

Popular South African vegan brand, The Fry Family Food Co., has signed up as the event’s official food sponsor, and Fry’s products will be available 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. 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,” says CHALLENGECAPETOWN race director, Gary Marescia.

“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 their humble beginnings in 1991, the family owned business 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 has seen extraordinary success and 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, 5th dan karateka and multiple SA national karate champion, Tammy is passionate about sustainably fueling 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.

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

CHALLENGECAPETOWN is the newest addition to the CHALLENGEFAMILY’s global triathlon calendar, comprising over 35 races in more than 20 countries. The event will see some of the world’s foremost triathletes go head to head for a share of €19,000, while top finishers can earn a slot at The Championship, taking place in Samorin, Slovakia, on 31 May 2020.

Family-friendly swim races on Saturday and a 6km run/walk on Sunday will complete the CHALLENGECAPETOWN festival of events this weekend. Visit for more information.

The Fry Family Food Co. is online at, on Instagram @frysfamily and on Facebook @TheFryFamilyFoodCo.