ROSTER launches in UAE to champion culinary talent and chefs

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ROSTER has launched in the UAE to help chefs build stronger public profiles, industry recognition and new career opportunities.

DUBAI: A new talent and communications agency dedicated exclusively to chefs has launched in the UAE, aiming to give culinary professionals greater visibility, recognition and access to career opportunities beyond the kitchen.

Called ROSTER, the agency was founded by hospitality communications specialist Shraddha Barot Amariei, Chief Executive of White Label Media, and former publishing executive Paul Clifford, who recently launched Context Studio after leaving ITP Media Group.

Designed specifically for culinary talent, ROSTER focuses on representing chefs as individuals rather than promoting restaurants alone. The agency helps clients strengthen their public profiles, build industry influence and unlock commercial opportunities through strategic communications and personal brand development.

The founders say the concept addresses a long-standing gap within the hospitality sector, where many talented chefs remain largely unknown outside the venues where they work. By providing tailored support in media relations, brand positioning, media training and commercial partnerships, the agency aims to elevate culinary professionals across the region.

ROSTER launches in UAE with a deliberately selective model, limiting representation to a maximum of 10 long-term chef clients at any given time. The approach allows the founders to work closely with each client on career progression, strategic positioning and industry engagement.

The agency’s first official client is chef Surabhi Suri, recognised as the World’s Best Vegetarian Chef and runner-up at the World Food Championships.

Beyond ongoing representation, ROSTER will support chefs during key career milestones, including restaurant openings, brand repositioning initiatives, award campaigns and commercial projects. The company will also provide media and advisory services for internationally acclaimed chefs visiting the GCC.

According to the founders, modern hospitality increasingly depends on recognisable personalities who can connect with diners and differentiate restaurants in a competitive market. They believe investing in chef visibility ultimately benefits both the individual and the businesses they represent.

As the hospitality industry continues evolving, ROSTER launches in UAE with a mission to help talented chefs gain the recognition, opportunities and influence their expertise deserves while maintaining authenticity and professional integrity.

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