THE UPDATE TO THE STORY IS AT THE BOTTOM OF THE POST…

You’ll find sympathy for Adam Catzavelos (above without the shades and hat) is sorely lacking, and one gets the feeling that his name might just replace Penny Sparrow atop the list of infamous South African racists.

This morning we ran through the video itself, the trending hashtag ( #AdamCatzavelos), and some screenshots from the family business’ website – see all of that here.

Now, with pressure mounting on St George’s Fine Foods to take a stand, Adam’s brother has issued a statement on behalf of the family.

This image was tweeted out earlier:

It reads:

The family of Adam Catzavelos is appalled by the video in question. It is abhorrent and we fully disassociate ourselves from the sentiments expressed. We reject racism in any form. Adam Catzavelos has been dismissed with immediate effect from the family business‚ St George’s Fine Foods‚ and his minority shareholding will be unwound as soon as practically possible.

Given the high-profile nature of this development‚ the business has been temporarily closed for the protection of all its staff. We have no further comment at this stage.

The more cynical amongst us might say that this is the only option available to the family. The really cynical might say that you don’t get to the point where you’re filming yourself being elated about a k***ir-free beach without being raised a racist.

Either way, Adam’s woes are just beginning.

Perhaps the same can be said for that business, with these screenshots of reviews via Times LIVE:

Looks like Adam is officially the family’s black sheep.

UPDATE: The latest from IOL:

The DA has reported the alleged racist Adam Catzavelos to the South African Human Rights Commission for using racist remarks in a video which has gone viral on social media.

The EFF was also expected to open criminal charges at a Johannesburg police station on Wednesday.

DA Youth, along with the popular Twitterati lawyer Tumi Sole, said they had approached the SAHRC…

EFF Gauteng chairperson, Mandisa Mashego, said: “EFF Gauteng will be opening a criminal case of racism against an entitled settler called Adam Catzavelos who defiled Africans by name calling us via a self-recorded mobile phone video that went viral on social media.”

Not sure why we’re calling him an ‘alleged racist’, because I think he’s already ticked that box.

[sources:ewn&timeslive]