Holland: Cool Fresh International provides musical performance for Queen Beatrix

On Tuesday, Mai 29 Cool Fresh International played an important role in the opening of 'The Rainbow Nation', the largest ever exhibition of South African art. More than fifty sculptures by major South African artists of the past sixty years are this summer at various locations in The Hague, including the Long Voorhout and Wassenaar.

The Dutch company was asked a few weeks ago by the South African Ambassador Peter Goosen for the musical content of the opening to care. Nic Jooste, Marketing and CSR Director of Cool Fresh International was responsible for organizing the arrival of Larry Joe to the Netherlands.

"For us, corporate community involvement extends beyond the aspects of 'people-planet-profit'. Thus the arts play in our opinion an important role in the socio-political formation of nations. In South Africa we have seen how artists have used their talents to make an impact on the transition to democracy. When Ambassador Goosen asked us a proper musical performance for Queen Beatrix at this event, we did not hesitate. We have invited our old friend Larry Joe - also South African ambassador of our sport and leadership project, Stars in their Eyes - and his musical partner Aron Turest-Swartz from South Africa to come. They did a fantastic, unique South African musical show for the Queen and over 600 guests in the 'Kloosterkerk' church in The Hague.

After a small group got the chance to talk with the Queen. Johan in 't Veld of Cool Fresh International was also present: "It was amazing to see how music can convey a universal message. Last Saturday, Larry Joe and Aron have inspired 1500 South African disadvantaged children with their music, two days later they performed for Queen Beatrix and received great praise for their contribution to social development in South Africa. We are very privileged to still be part of these 'small steps', which eventually creates a positive change."

A photo report of the event can be seen on www.coolfresh.nl

For more information:
Johan in 't Veld / Nic Jooste
Cool Fresh International BV
+ 31 88 3 777 111