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.
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CHEF FHRED BATALONA image

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

SBS Filipino

11/03/202527:37
Chef Fhred Batalona recently participated in the, 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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