Alex Geldenhuys has a background in art-directing, sailing, cooking, fashion, farming and dancing. This has culminated in the founding of New Dawn Traders, a project that operates at the intersection of business, art and activism. New Dawn Traders currently sell rum and chocolate shipped from the Caribbean aboard the pioneering, engine-less, cargo ship Tres Hombres. Alex is also co-creating the Sail Cargo Alliance (SCA) to support a new and growing community committed to shipping ethical cargo, emission-free.
New Dawn Traders are celebrating another shipment of sail cargo rum with their notorious Apocalypso Party as part of Food Connections 2016.