In this episode, I sit down with chef, MasterChef finalist, television host and entrepreneur Simon Toohey.

Many Australians know Simon from MasterChef Australia (Season 11 and “Back to Win”) or from his SBS series Freshly Picked. But behind the television profile is a far more layered story — one that spans cocktail bars in London, a Masters in Gastronomy in Edinburgh, plant-forward food innovation, pop-up smokehouses, consulting internationally, and now launching the fast-growing Geelong City Market, attracting thousands of visitors every Saturday.

We discuss:

• Growing up in a food-loving family and learning to cook when independence forced it
• Working in London hospitality, including at globally recognised bar Callooh Callay
• Why he chose plant-forward cooking as his point of difference
• The reality of competing on MasterChef — the pressure, structure and exposure
• Building a media brand through Freshly Picked on SBS
• Launching the Geelong City Market — vision, business case, government support, and startup challenges
• What he has learned about entrepreneurship in the food industry
• The hard days, the pivots, and the principles he anchors to

This is a conversation about food — but also about reinvention, resilience, public profile, sustainability, and backing yourself when you see a gap in the market.

If you are interested in food systems, food startups, media, or building a purpose-driven career, this episode is for you.

About the Show

What I Learned in Business (That Didn’t Kill Me!) explores the real stories behind business leaders, founders and professionals — the successes, the setbacks, and the lessons learned along the way.

Disclaimer

The views expressed by guests are their own and are shared for general informational purposes only. This podcast does not constitute financial, legal, investment or professional advice. Listeners should seek appropriate independent advice before making business or financial decisions.

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