A new chef-focused talent and communications agency, ROSTER, has launched in the UAE with the aim of helping culinary professionals build their public profiles, gain industry recognition and access new career opportunities.
The agency has been founded by hospitality communications strategist Shraddha Barot Amariei, who is also CEO of White Label Media, and former editor and media executive Paul Clifford, who recently launched his communications agency Context Studio after leaving ITP Media Group.
According to the founders, ROSTER has been created specifically for chefs and culinary professionals, focusing on personal representation rather than restaurant promotion. The agency will work with a maximum of 10 long-term chef clients at any given time, allowing for close involvement in career development, strategic positioning and public engagement
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In addition to long-term representation, the agency will support chefs during key career milestones, including restaurant launches, brand repositioning efforts, award campaigns and commercial partnerships. It will also offer media advisory and regional representation services for internationally acclaimed chefs visiting the GCC.
ROSTER’s first official client is Surabhi Suri, the current World’s Best Vegetarian Chef and runner-up at the World Food Championships.
“We were very intentional about who we wanted to begin this journey with,” says Amariei. “Surabhi is somebody we both have huge respect for, not just because of her achievements, but because of her integrity, talent and work ethic. She represents exactly the kind of chef we want to champion.”
Unlike traditional restaurant public relations agencies, ROSTER will focus on building the visibility and personal brands of chefs. Its services include public relations, media training, brand positioning, commercial partnerships and advisory services for chefs recognised by organisations such as Michelin, Gault&Millau and The World’s 50 Best Restaurants.
The founders said the business was launched in response to what they see as a gap in the UAE hospitality sector, where many chefs remain largely unknown outside the venues where they work.
“Some of the best chefs in this industry never really get the chance to become visible outside their own kitchens,” adds Clifford. “There are private chefs, supper club chefs, hotel chefs and hugely talented operators doing incredible work who simply haven’t had the support, positioning or opportunities to build a public profile around it.
“In today’s market, restaurants increasingly need recognisable personalities in the kitchen, people who offer a genuine point of difference and create stronger connections with diners. Whether a chef wants to build their own profile or a restaurant group wants to better spotlight the talent they already have, that’s where we come in.”
The agency said it has adopted a flexible business model that includes long-term retainers, project-based consultancy, launch support and tailored strategic advisory services depending on the needs of chefs and their employers.
“We understand the realities of hospitality,” says Clifford. “A lot of chefs who could benefit from this kind of support are employed by groups who either already control communications internally or may feel hesitant about investing in a chef’s independent profile. Part of our role is helping demonstrate why investing in chef visibility can ultimately strengthen the restaurant, not weaken it.”
The founders said they would also take a collaborative approach when represented chefs move between employers, ensuring professional relationships remain respectful to both chefs and restaurant groups.
“We’re not interested in creating celebrity for the sake of it. Our goal is to help talented chefs build visibility in a way that feels genuine, considered and true to who they are,” Amariei says.
“When I first started thinking seriously about ROSTER, Paul was the only person I wanted to approach. He’s someone I’ve respected for a long time, both professionally and personally. His understanding of hospitality, media and storytelling is second to none, but what really matters is the integrity he brings to everything he does.
“By complete coincidence, he had been developing a very similar idea himself, so it felt like the perfect moment to bring our experience together. We share the same passion for hospitality and the same belief that there are many talented chefs who deserve a bigger platform than they currently have.”
Clifford adds: “It was important for me to launch this new chapter of my career with a project I completely believe in and with somebody I genuinely respect. Shraddha is one of those rare people in Dubai that nobody seems to have a bad word about. She’s built that reputation through consistency and hard work, and I’m genuinely delighted to be building this alongside her.
“Both of us agree on our mission with Roster: To work with integrity for chefs with integrity.”
