Toni Valero
In this interview, Toni Valero, Regional Food and Beverage Director for CEDRO tells us about this role.
What do you do?
I am currently working as a Regional F&B Director for CEDRO, a company that is running illy Caffe stores in Malaysia.
How did you get into the industry?
I started working as a chef in a restaurant when I was 19 years old. I started my career in Barcelona, and I have been working in fine restaurants for almost my entire career. London, San Sebastian, Girona, and Singapore are some places where I have developed my professional career.
Share with us a story from behind the scenes.
After spending a significant amount of time in the industry, it becomes challenging for me to select just one story. If asked this question 100 times, I would likely provide 100 different answers, highlighting the beauty of this industry where every experience is unique. However, if I had to choose one today, it would be the time I had the opportunity to open my own restaurant in Malaysia a few years ago. I vividly remember spending several nights sleeping on the couch inside the outlet because I didn’t have time to return to my place.
What food memory from your childhood or travels stands out?
Being fortunate to have parents who grew up in Andalucia, the southern region of Spain, provided me with numerous trips to the region during my childhood. These trips were filled with precious moments spent with family around a table, indulging in abundant food. I will forever cherish that olive oil and Iberico food hold a special place in my heart and rank high on my list of favourite culinary delights.
What’s the best/ worst part of your job?
Now that I am primarily based in an office environment, one of the most rewarding aspects of hospitality is the joy of seeing customers happy. It may sound cliché, but creating positive experiences for people and being compensated for it genuinely feels fulfilling.
On the flip side, one of the challenges in the industry, which many of us aim to address, is the limited time hospitality workers have to spend with their families and friends. It is an area that requires attention and improvement to strike a better work-life balance in the F&B industry.
What’s one of your favourite food and beverage pairings?
Being a true Barcelonian, nothing beats enjoying a chilled bottle of Cava or Corpinnat along with some good quality tapas.
What’s one of the craziest things you’ve seen behind the scenes?
Unfortunately, the stereotype of angry chefs portrayed in shows indeed exists. I have witnessed instances where chefs display aggression by punching walls and throwing objects at junior chefs. However, it’s crucial to acknowledge that such behaviour needs to change. It should not be normalized in the culinary industry, as it not only affects individuals but also damages the industry from within. While it is important to maintain discipline and high standards, such aggression should not be a norm.
The perfect day off would be…
Life outside of work is essential, and I make sure to prioritize my hobbies and personal time. It’s important to find a balance between work and leisure. I do enjoy being at home, spending some time reading, doing exercise, just visiting some new restaurants or travelling as much as I can.
A day in the life of Toni Valero is…
Fun and stressful, it can go from one extreme to another in a nanosecond. Usually, I spend my mornings at the office attending meetings, and later in the evening, I find myself at the cafes, offering support to the team; even though they are more than capable of running the cafes independently, I enjoy being there for them if needed.
What does Toni Valero do for fun?
I enjoy running, playing tennis, travelling, reading, and spending time with friends. It’s the simple joys in life that bring me happiness.
What’s something you’d like guests to know about illy?
We provide our customers with something they can enjoy daily at our cafes in Kuala Lumpur. We are proud to run illy caffes to serve the best quality coffee in town. We want to bring a little part of Italy to Kuala Lumpur’s heart and ensure everyone enjoys the experience at the cafes.
How have you grown in your profession? What are your key learnings from your start in the industry until now? Any misconceptions?
I started my journey as a chef, but my role has evolved into something completely different. The hospitality industry offers endless opportunities for learning, both within and outside the field. Currently, I am also pursuing a degree in nutrition, and I anticipate exploring other avenues in the future. It’s important to acknowledge that not every culinary student will end up working in a Michelin-starred or 50 Best restaurant. There are diverse career paths, such as becoming an F&B Director or working in a cloud kitchen. We should avoid romanticizing the industry, as it can be challenging and demanding, not just glamorous and exciting as perceived in media.
What’s something you’d like people to know about being an F&B Director as a profession?
It’s fascinating how being in the restaurant industry requires knowledge and understanding of every aspect of the business. It’s not just about the day-to-day operations; you must also envision the future and anticipate the upcoming challenges and opportunities. This dynamic nature keeps things exciting and constantly pushes you to think ahead, strategize, and adapt to changing scenarios.
Toni Valero’s view on the F&B industry scene in Kuala Lumpur?
I could talk about this for hours. Kuala Lumpur has transformed and elevated the food scene in Southeast Asia. Over the past ten years, I’ve witnessed remarkable changes and improvements. It’s wonderful to see new restaurants emerging with fantastic menus, contributing to the culinary landscape of Malaysia. While the recognition from Michelin and 50 Best has played a significant role, it’s equally important to value and support the local food stalls that have inspired the younger generation of chefs. We must preserve Malaysia’s food heritage and avoid sacrificing it for the sake of Westernized models.
What practices do you currently implement or hope to implement to work towards social responsibility and sustainability in the future?
We proudly represent a B Corp-certified company, which signifies our commitment to social and environmental sustainability. In the hospitality industry, we are witnessing a shift towards a more sustainable approach, which is amazing news. While customers understandably desire excellent meals at affordable prices, it is crucial to recognize that such a model is not sustainable yet. In my view, it would be more beneficial to have fewer restaurants or cafes globally, ensuring that each establishment prioritizes the welfare of staff, customers and being environmentally sustainable equally.
What can guests look forward to in the upcoming months?
We constantly update our menus, and we bring unique experiences and exciting events to our cafes, all while serving the best coffee in the world. Providing our customers with inspiring #myillymoments!
Read more interviews similar to this one with Toni Valero here, and stay up to date with the latest gourmet and travel recommendations here and here.
Handsome guy!