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Adam Catzavelos says he is sorry… now that his racist rant has cost him his job at his family business.

Catzavelos filmed himself on a beach in South Africa saying that it was “heaven on Earth” because no Black people were there. That would be bad enough, but he doubled down on the racist ignorance by using a the “k-word,” a derogatory term white South Africans use for Black people.

After the video went viral on Twitter, #AdamCatzavelos became a trending topic.

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Fired

This did not go unnoticed by St. George Fine Foods, Catzavelos’ family’s company. They decided to give him the boot as soon as the video hit the internet. In addition to losing his job, he was also kicked off the board. It it unclear how the company will handle his 33% minority stake in the enterprise.  In just a matter of days, the company had already lost at least one business relationship with the Baron Group.

“We are aware of the video. The Baron Group have a zero-tolerance policy on racism and will be serving our steaks without basting while we find another supplier,” said the company in a tweet.

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Apology Not Accepted

Catzavelos issued an apology:

“I have watched my video and feel total shame. It is hard to put into words what I want to say and genuinely apologise. I don’t expect people to forgive me‚ but will spend the rest of my life repenting and trying to make up for my total lack of respect and judgement.”

Catzavelos was right to not expect acceptance because a lot of people gave his apology the side-eye.

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Radio 702 host Eusebius McKaiser felt the apology was missing a few elements, namely an admission of being racist.

The #AdamCatzavelos hashtag also ignited a conversation about racism in South Africa.

Watch the video that ignited the whole controversy here.