Companies cut ties with #AdamCatzavelos

Catzavelos caused outrage on social media when a video of him using the K-word while on an overseas beach holiday emerged online.

In the video, Catzavelos gives a 'weather report' in which he explains how happy he is that there are no black people on the beach.

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The businessman's name has been trending on Twitter throughout the day.

The Catzavelos family released a statement saying it is outraged by the video and the racism it reflects.

It continued to say Catzavelos has been dismissed from the family business with immediate effect and that his minority shareholding will be unwound as soon as possible.

Several companies have announced that they will boycott St George's Fine Foods products.

The Baron Group says it will be serving all steaks without basting while it attempts to find a new supplier.

Meanwhile, the Ahmed Kathrada Foundation says it is outraged.

"We want to tell Catzavelos, that perhaps he should remain in what he describes in his video as 'heaven on earth'. South Africa belongs to all who live in it, black and white, and if he is not prepared to live under this edict of our Constitution, then maybe he should go and find some enclave where his racism will be tolerated. Unlike during apartheid, our country today, and its beaches, are open to everyone. We really don’t require racists like Catzavelos in our public spaces," said the foundation's Neeshan Balton.

 Balton said the foundation will file a complaint with the South African Human Rights Commission.

"We would urge the state to pursue criminal charges against this man. The Vicki Momberg case has set a precedent and I certainly think its time that racist offenders face jail sentences."

“If anything, the Catzavelos case reminds us just how deeply entrenched racial attitudes are and that fighting racism requires dedicated focus across all sectors of society and across all fronts. It is up to us to ensure that people like Catzavelos are called out in order for them to face the consequences of their racism,” continued Balton.