Fhred was told 'Filipino food is not marketable.' Now he's proving them wrong with his upcoming restaurant in Melbourne

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Despite being told "Filipino food is not marketable," Chef Fhred Batalona continues to push for its recognition, with plans to open his own Filipino restaurant soon. Credit: RW Marketing

Chef Fhred Batalona is defying critics and bringing Filipino flavours to Melbourne with his upcoming restaurant, following years of advocating for Filipino cuisine.


Key Points
  • A Culinary Journey: Fhred’s culinary passion started at age nine with his mother leading him to become a successful chef after studying in the Philippines and Australia.
  • Cultural Pop-Up Events: His Filipino pop-up series, Barangay and Palay, have introduced Australian audiences to the depth and joy of Filipino food, blending culture, creativity, and performance.
  • Dream of a Filipino Restaurant: Despite being told "Filipino food is not marketable," Fhred continues to push for its recognition, with plans to open his own Filipino restaurant soon.
Chef Fhred Batalona recently participated in the Fil Oz Flavours trade event, showcasing Filipino ingredients like ube, calamansi, and mango, proving that these flavours are not only unique but versatile. Fhred’s vision goes beyond food; he believes that storytelling through cuisine has the power to unite and inspire.
I think we can capitalise on storytelling, food with a story creates a nostalgic sense for people from that region and for others to be part of that journey.
Chef Fhred Batalona

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