ROSTER founders Paul Clifford and Shraddha Barot Amariei.A new chef-focused talent and communications agency is launching in the UAE with a clear mission: helping chefs build the visibility, recognition and opportunities their talent deserves.
ROSTER was founded by hospitality communications strategist Shraddha Barot Amariei, who is also CEO of White Label Media, and former editor and media operator Paul Clifford, who, after leaving ITP Media Group, has also launched his own communications agency Context Studio.
Between them, they combine decades of experience across hospitality PR, publishing, editorial strategy and brand positioning in the GCC.
Created specifically for culinary professionals, ROSTER focuses on representing chefs as individuals, helping them shape public profiles, strengthen industry presence and unlock opportunities beyond the kitchen itself.
ROSTER’s services include public relations, brand positioning, media training, asset creation and commercial partnerships, as well as advisory and regional representation for international chefs recognised by Michelin, Gault&Millau and The World’s 50 Best Restaurants.
The agency adopts a deliberately selective model, representing no more than 10 long-term chef clients at any one time. This allows the founders to remain closely involved in each client’s strategic development, career progression and public positioning.
In addition to ongoing representation, ROSTER supports chefs through defining moments in their careers, from restaurant launches and brand repositioning to award campaigns and major commercial opportunities. The agency also provides regional representation and media advisory services for internationally acclaimed chefs visiting the GCC, overseeing press programmes, speaking engagements, book signings, industry appearances and curated media and influencer events
Its first official client is chef Surabhi Suri, the current World’s Best Vegetarian Chef and World Food Championships runner-up.
“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 PR agencies, ROSTER focuses on the chef rather than the venue, offering a tailored combination of communications, positioning and commercial support.
The business was created in response to what the founders see as a major gap within the UAE hospitality industry: talented chefs whose stories, personalities and expertise often remain overshadowed by the venues they work within.
“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 founders also acknowledge that talent representation within hospitality presents unique challenges compared to more established entertainment or sports industries, particularly around employer relationships and funding.
ROSTER says its approach has been designed with flexibility in mind, allowing for long-term retainers, project-based consultancy, launch support and tailored strategic involvement depending on the chef and employer relationship.
“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 agency also says it will take a transparent and collaborative approach to situations where chefs move between restaurants during representation agreements, ensuring relationships remain respectful to both the individual chef and the businesses involved.
For Amariei and Clifford, the company is as much about philosophy as it is services.
“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.”
