Our Co-Founders

Alain Frémiot

culinary direction & business development
Alain leads the culinary strategy at Seeds of Flavour. He shapes and stewards the culinary identity of each concept, ensuring coherence between cuisine, and market positioning.

With over 30 years of experience in the hospitality industry, Alain brings deep knowledge of global cuisines and luxury hospitality. He has played a central role in the development and evaluation of restaurants across Asia and Europe through more than two decades with the MICHELIN Guide, as Editorial Director. 

Before Michelin, Alain managed luxury hotels and resorts, giving him a strong operational understanding of the realities behind culinary excellence. Today, he applies this combined editorial, operational, and cultural expertise to build concepts designed to endure.


Florent Bonnefoy

Strategic Operations & Project Stewardship

Florent leads business strategy and project stewardship at Seeds of Flavour. He structures partnerships, defines roll-out strategies, and remains closely involved after opening to support long-term performance and expansion.

With extensive experience in international business development in the food and hospitality sectors, Florent has worked across Mainland China, Hong Kong, Japan, Singapore, and Switzerland on the creation and growth of food-related ventures.

Until 2017, he was Director of MICHELIN Maps and Guides for Greater China, where he contributed to the expansion and positioning of the MICHELIN Guide in the region. This background informs his pragmatic and long-term approach to building commercially resilient culinary concepts.


Gwladys Frémiot

Creative Direction & Concept Development

Gwladys leads customer experience and concept expression at Seeds of Flavour. She ensures that each culinary concept translates into a coherent, engaging and contemporary guest journey, from narrative and atmosphere to service and sensory detail. 

Trained in hospitality and marketing in London, Milan, and New York, Gwladys has worked across Asia and Europe on concept development and culinary experience refinement. Having lived between Japan and Europe for many years, she brings strong cultural sensitivity and a global perspective on evolving dining behaviours. 

She also holds a diploma in oenology, which informs her approach to beverage programs and her sensitivity to craftsmanship and seasonality.

Our Members

We regularly collaborate
with like-minded experts in their fields.

Héléna Fages

Consulting Sommelier

Héléna is Seeds of Flavour’s wine expert, designing wine programs that elevate restaurant experiences and support wine list rankings.
With over 20 years of experience in the wine world, she has worked across France and Asia as a sommelier, educator, and consultant. She specializes in pairing strategies, natural and biodynamic wines, and helps clients translate their culinary identity into a compelling wine offering.

PHILIPPE SCHWARTZ

STRATEGIC HOSPITALITY CONSULTANT

Philippe is a seasoned hospitality and asset management expert with over 40 years of experience across the Middle East, Africa,
America, and Europe. He specialises in strategic advisory, hotel and restaurant management, asset optimization, and contract negotiations.

With a strong track record in key leaderships roles and CFO, Philippe has led the development, acquisition, and operational improvements of multi-property portfolios, and successfully advised on restaurant concepts and financial strategies. He has a proven ability to drive profitability, streamline operations, and establish robust asset management systems for both new developments and existing properties.

 

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