Anthony Hoy Fong is a New-York based Kiwi who has cooked for presidents and celebrities, published cookbooks, taken part in Iron Chef and now runs a web-based company teaching people how to cook.

He was home to take part in the Creative Thinking Project and speak at the Diverse Bananas, Global Dragons Conference, both at the University of Auckland recently, about his creative process. He’s interviewed by Renee Liang.

When did you know you wanted to be a chef?

I’ve always loved cooking. So for as long as I can remember, a part of me has always dreamed of being a chef. Growing up in a Chinese family meant always being around good food and good cooks so it was kind of engrained in my DNA.

Were you supported in your dream by family?

Yes. My family have always been very supportive of me following my dreams. The one stipulation though was that I go to university first (I studied IT and computer science) then I could do whatever I wanted.  Mum and dad have always been supportive of whatever I do even when that meant moving to New York to become a chef - which was very far away from home!

Take me through the process of creating a new dish. Do you spend a long time dreaming and planning, or is it more a matter of getting in there and trying things?

BOTH, I dream and think about tastes, textures, ingredients and combinations constantly.  My process typically starts with inspiration.  That comes in many forms: interesting or amazing seasonal ingredients; dining out in the hip Brooklyn scene; or simply recalling that last amazing bite of food I had in my extensive travels.  I’m also influenced a lot by New York, easily one of the best food cities in the world.   Then, I plan out the idea in my head and research relevant techniques and variables.  I don’t usually get in the kitchen and actually start cooking unless I have a clear idea of what I want to achieve.

What creative skills are needed in managing a business?

For me it’s having an in-depth knowledge of that business.  When you have the knowledge and understanding of a business it gives you the tools and confidence to be creative.  It’s much more difficult to be “creative” or challenge the status quo, or improve upon processes or products of a business unless you’re knowledgable on all the aspects of it (i.e. the customer, the process, the product, the market, the goals, the parameters).  Once you fully understand the business you’re in you can break it apart and apply creative changes to improve it or advance it.  You’re going to get a lot more productive creativity when you’re well informed - otherwise you’re just taking a stab in the dark.

You've been successful in two environments renowned for being cutthroat - New York and the restaurant business. How has your upbringing contributed to your success?

I grew up in a small, family business fruit shop and my ancestors were market gardeners.  Both involved long hours and hard work.  Through those industries I learnt that work ethic is key.  That means staying focused, finishing the job and delivering results - no matter what.

Being a Kiwi (I’m 3rd generation Chinese, born and bred in NZ) we’re a pretty humble but proud bunch.  That upbringing and culture is echoed in my work - I always take pride in what I do and make sure I do a good job - this track record is what I believe has lead to many opportunities in a competitive environment.

What projects are you working on at the moment?

Development of four big restaurant projects across the States for various brands. A cook book, food partnerships here in NZ and the States. Oh and also a business I co-founded (Top Chef University) just partnered with Google to offer live, on-demand, web-based culinary help. Got a recipe you’re having problems with? an ingredient in your fridge you’re not sure what to do with? you can go here and get help from a real professional chef -  anytime, anywhere. It’s still in beta at the moment - but we’re always trying to push the boundaries of culinary innovation.