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Avi Lasarow - Honorary Consul for South Africa in Birmingham

I am delighted to be appointed as the Honorary Consul for South Africa to the Midlands region.

Born in Johannesburg, South Africa in 1976, I have worked internationally in biotechnology for many years.

I have dedicated over a quarter of my life in the relentless pursuit of science and technological innovation. I am driven to pioneer and humanise a science that, for so long, was unreachable, unexplainable and unfordable. My commitment to making DNA results more accessible has meant that thousands of people across the world I believe live happier & healthier as a result.

I am the founder of several companies and currently the CEO of DNAFit, a globally recognised company that helps consumers and elite sportspeople to understand how their DNA affects their response to fitness and nutrition changes. My passion is for innovation within science and I continually seek opportunities to bring my successes back to South Africa, working with the Medical Research Council, National Government Departments, parastatals and research counsels.

I endeavour to create companies that take the cutting-edge science out of the laboratory and make it not only accessible, but also understandable, providing people all over the world with an insight to their genetic makeup that was previously not possible.

The South African High Commission in London has always been extremely supportive of my work, and I am honoured to now have the opportunity to enhance links between the Midlands and South Africa, sharing best learning wherever possible.

There are over 230,000 South Africans in the UK, and I am delighted to be able to serve those who choose to come to the Midlands region to live and work.

This is a very important era for UK-South African relations.

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