Ely Aluf, the chief executive of Privé Financial Services, is an innovative force in the insurance and business community, introducing creative solutions to age-old problems. “My approach not only helps companies increase their efficiency and profitability, it has inspired others to think outside the box,” he says. Privé Financial Services, established in 1990 as a medium-sized brokerage, has expanded to include all of South Africa and Mozambique. Aluf has managed to grow the company’s brokerage in extremely challenging economic times. In the past few years, he has inspired others, he says, through his “commitment to persevere, no matter the challenges, by instilling confidence and positivity to soldier on. Putting others before myself has inspired family, friends, and colleagues to push their own boundaries by being constantly motivated to pursue their goals.” Aluf believes his greatest achievements are the numerous accolades and insurance broker awards he has received in the shortterm, life, and medical aid arenas. However, his greatest joy is in “giving charity to our community-based organisations”, says this 55-year-old Norkem Park High alumnus. His greatest challenge is the constant worry he has for his son, Gil, who developed life-altering disabilities at the age of six when he fell off a jungle gym at nursery school. “The constant worry and uncertainty about our son’s future weighs heavily on our minds and hearts,” he says. “Yet we persevere, driven by our love and commitment to our son, demonstrating an unwavering devotion that truly embodies the essence of parenthood.” Aluf’s mom was five months pregnant with him when his father was tragically killed while serving in the Israel Defense Forces. “My mom remarried, and my journey to Africa began, arriving in Kenya in 1979, whereafter we moved to South Africa in 1981, residing in Kempton Park.” Aluf, a gym and scuba diving enthusiast, experienced a life-changing moment when he was involved in a serious motorcycle accident on 11 September 2020. “I spent time in intensive care and nine months recovering from debilitating injuries. Thank G-d, I have recovered, albeit with screws and plates. I realise how precious life is, and have made a conscious decision to live my life to the fullest.” He goes beyond the challenges he and the country face by remaining focused on his business ideology and beliefs while blocking out negative noise. “I have made a profound impact on my peers and others with my empathy, leadership, and sincerity by creating a safe and inclusive space where my clients, colleagues, and partners feel heard, valued, and empowered to grow,” he says. “In our profession, we empower people to have a better financial understanding, thereby helping people to grow wealth.” Ely Aluf Seymour Talpert is the founder of Barbeque Rib Manufacturers (BRM), a family business that produces meat and poultry products for the food and retail supermarket trade. “All our recipes and sauces are made and developed on site by our dedicated product development team,” he says. Founded in 1985, BRM started from small beginnings in a restaurant in Milpark, Johannesburg, and grew into a worldclass cooking and processing facility producing top-quality, safe, and convenient products. “We supply customers nationally and in limited African, Indian Ocean, Middle Eastern, and Asian markets,” Talpert says. Talpert is most proud of leading a special team of professional management and staff. He believes his greatest business achievements have been to introduce great products and inspire and mentor staff members. “Training and mentoring are the only way to create a great working environment and ultimately a great company and team,” Talpert says. After matriculating in 1972 and serving in the army, Talpert managed various hotels as well as Mike’s Kitchen in Greenside, Johannesburg, before owning the Gallery Grill in Milpark from 1978 to 1988. “Since childhood, I wanted to cook and feed people great food, and fortunately, I’ve been blessed to be able to pursue my dream,” he says, “from being a chef in the army to training in hotels, running restaurants, finally owning my own restaurant, and now being involved in a great company, BRM, with a special team and family.” He says he has been “blessed with two great families who have managed to help me live my food and culinary passion for feeding the nation”. Talpert believes the first lesson of leading a team is not to have an ego, and to learn to talk as “we” instead of “I”. “Have an open-door policy, where any staff member can talk to you. Have an open mind to listen to people. Try not being a dictator,” he says. His best business character traits are “endeavouring not to be a total control freak and, as I get older and hopefully wiser, letting go and delegating”. The COVID-19 pandemic was the most challenging event of Talpert’s catering and culinary career. “Once again, because of family and team members, we managed to weather all and survive,” he says. He has weathered external storms such as loadshedding by having “a fantastic, energetic family and fellow directors and management who infuse energy and a positive attitude towards challenges.” A road runner for the past 40 years, Talpert believes in working and playing hard, and living his life to the full.” Seymour Talpert • Ely Aluf is also nominated in the Absa Professional Excellence category Absa business leadership Award Nominees
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