In an interview with propmarkthe chef, businessman, skater and singer tells how he started his relationship with the kitchen and how he deals with brands
“Rock ‘n’ Roll, motorcycles, tattoos and pots”. These are the words that translate the essence of Henrique Fogaa.
Occupying the place of one of the best known chefs in Brazil, the 49-year-old businessman, skater and singer won the hearts of the public in 2014, when he was announced as one of the main judges of the gastronomic reality show, MasterChef.
Despite being known for his firm posture, acidic humor and the classic style of a true rock star, Henrique also has a B side, of a father in love with his children and who values, above all, family moments.
This duality made the chef draw the attention not only of the public, who line up to try the menus of the restaurants signed by him, but also of brands such as Evoke, Triumph, Pão de Acar, Doritos and Popeyes.
In an interview with propmark, Henrique Fogaa talks about his beginnings in gastronomy, his entry into MasterChef and how his relationship with brands works. Read the interview in full:
How did your story with gastronomy begin?
The interest in gastronomy arose when I was studying Business Administration with an emphasis on Foreign Trade in So Paulo, at the time I left Ribeiro Preto to live in the capital and I was tired of eating frozen food, and it was in the need to cook, taking a recipe from my grandmother and trying everything in the kitchen that I gave myself over to gastronomy and never stopped. I confess that it was my grandmother’s breaded steak recipe that awakened my cooking side.
Speaking of Masterchef Brazil, how was this invitation and what were your expectations with the program?
I received an invitation to participate in Masterchef in 2014 and I confess that I entered this experience with curiosity, it was a format that was still unheard of in Brazil, so I wanted to find out how it would be and what the results would be. I was willing to dedicate myself completely and do my best. Over these nine years of the program, I had the opportunity to contribute to the democratization of haute cuisine and help discover new talents. I feel immensely happy to be part of this journey.
Before the reality show, did you have any relationship with the brands or did this movement start after the premiere of the first show?
I had, but little and the program gave me a lot of visibility and made it become something much bigger and that many brands sought me out to partner with. I’ve always had very positive connections with brands because I’ve always tried to associate myself with companies that make sense with what I believe, and always contributing, giving my opinion, I believe that this has aroused even more interest from other brands. Today, in my contributions to the brands, I go further, as in the Evoke collection, which has a lot of my lifestyle, in the partnership I have with Triumph where I act as an ambassador, for example, we share our experiences and build incredible things together. Over the years, we were recently in Europe, for example, promoting a unique and special trip, and the same happens with all other advertising and commercial partnerships.
What was it like to become this nationally and internationally known figure?
I believe this recognition is a consequence of the love I put into my work. A passion for cooking and music guided my professional path to this point. This visibility is very rewarding and for being able to see that my work is making a difference in people’s lives. Furthermore, having this visibility allows me to use my voice to address important and relevant issues for society as a whole.
What is your relationship with brands today? What do you take into account when closing a deal with a brand or company?
To close a partnership with a brand, it needs to be something that I really believe in and that is part of my daily life. And not just taking into account the financial side. The brands that I currently partner with also convey my lifestyle, so filtering the brands that I want to associate with my image as much as possible. I also try to contribute to the creations, giving my opinion, this is important when closing a partnership, now, for example, I have been studying a project for the children’s market, which is something that ends up being part of my life because of my three children, and we discovered a children’s audience that follows me and likes my work, and that’s been really cool.
What is your involvement with the advertisements you do? Do you participate in all discussion and assembly?
Yes, I like to participate as much as possible in the creative process and understand what message we are going to pass on, I like to bring my gaze, always. Because the more you know about the brand and the product, the more real the message that will be passed on to the public, and I believe that makes all the difference.
You are one of the main chefs in the country, businessman, presenter, singer and, in a way, influencer. How do you divide your time to handle your work?
I try to be as organized as possible to be able to handle everything, and in addition, I have a team that helps me organize my schedule so that I can do each thing at a time, not accumulate and be able to allocate my time to the things I need. I want to do, and moreover, make time for my family.
Among all the campaigns you’ve done, which one stood out the most to you and why?
It’s difficult to name just one brand, because I end up creating a very close and special relationship with each one of the brands, because I always get very involved. I end up creating an attachment beyond just the advertising space, because I always partner with brands that I really use and are part of my life.
What is the best definition of the Henrique Fogaa brand?
The best definition of the Henrique Fogaa brand is a lifestyle of those who do what they believe in! Those who run after, are always looking for new possibilities, enjoy rock and roll, good food and adventures.
