Meet Ed Holdcroft, Event Producer

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Event producer Ed Holdcroft discusses his passion for hospitality, the importance of face-to-face, and his love for all things French, in our latest Rising Star interview.

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What’s your name? Where do you come from?

Thomas, actually! However everyone knows me as Ed. I was born in London but grew up in Suffolk, exploring the incredible countryside, before heading back to my roots six years ago.

What’s your role at Zafferano?

I am an Event Producer, so I’m involved in everything except the cooking! There’s plenty of variety day-to-day, chatting to clients, creating proposals, coming up with ideas, liaising with the kitchen, putting together the events… there’s never a shortage of things to do!

How long have you been at Zafferano?

Coming up to two years, it feels a lot longer with so much going on including: taking on new clients, ever-more ambitious events in unique venues and, of course, our smart, refreshed branding

What first attracted you to the world of hospitality?

My mum was a chef so hospitality is well and truly ingrained in me. When I was at university I was the president of the hockey club and loved the organisational side. When putting on the end of year ball I had a light bulb moment and realised hospitality/events was what I wanted to do with my life.

What’s the best thing about working at Zafferano?

Every day is different, I love the variety. I will be in the office one moment then off to a Palace for a site visit the next. I’m a people person, essential when working in events, face-to-face is the best way to work, whether it’s meeting a client for a coffee at a new trendy café or at one of our events in one of the many London landmarks we work at.

What’s been your favourite event whilst at Zafferano?

Earlier this year I had a client who wanted some themed food stations; in a moment of lunacy I had the idea of putting a boat underneath the Cutty Sark itself, filling it with ice and turning it into a seafood station. Much to the initial dismay of our Head of Operations, somehow we pulled it off and it looked incredible!

What’s your favourite Zafferano dish?

It has to be the Beef Wellington skewer which we serve with a shot of Guinness reduction jus, called ‘Eat me, drink me’… incredible, I don’t think I will ever get bored of it.

Tell us something we might not know about you?

It’s not much of a secret, but I’m a self-confessed Francophile! The food, the wine, the countryside, mountains, the skiing and even the people, I cannot get enough of the place!

If you had to sum up Zafferano in one word, what would it be?

Passion, we all love what we do.