When Wallace Wong walked into a Toronto shop for Chef René Redzepi’s book signing in 2018, he wasn’t there just for an autograph—he was executing a master class in relationship building. Armed with his résumé, a cover letter, and enthusiasm, he introduced himself to the chef. It was a move that would change his career trajectory forever, as Wallace transformed that meet-and-greet into a job at Noma, one of the world’s most prestigious restaurants.
Years later, in 2022, Wallace’s calculated yet authentic approach to networking became the blueprint for building Spatula Foods, his gourmet meal kit company. Spatula Foods has since raised more than $1.5 million and secured retail partnerships across Canada.
For Wallace, relationship building is about creating value for others while positioning yourself for future opportunities. His philosophy offers a roadmap for entrepreneurs who want to connect with others while building their business.
Creating lasting relationships
At age 17, Wallace Wong was battling cancer. Watching family and friends struggle with his diagnosis taught him that “very, very few people are actually really great actors. Authenticity is hard. A lot of times … we all wear our emotions on our biggest organ, our skin, and we can see it.”
After he made this realization, Wallace decided he would try to be authentic in his connections. Rather than putting on a facade, he leads with his genuine story and interests. His cancer experience gave him the perspective that “I don’t know if I have another tomorrow,”" which translates into fearless relationship-building where rejection becomes irrelevant compared to regret or missed opportunities.
Wallace’s authenticity and shameless ability to connect guides every interaction, from volunteering at culinary events to daily grocery shopping. He understands people connect with genuine enthusiasm and shared values, not polished elevator pitches or vanity metrics.
Connecting before asking
Wallace’s breakthrough moment with Chef René Redzepi exemplifies his value-first approach. Instead of simply attending the expensive book event, Wong contacted the bookstore directly: “I reached out and I was like, ‘Hey, I’m a student at university and everything. I’d love to attend. Can I volunteer to help out?’”
By volunteering, he was given access he couldn’t otherwise afford. His support of the event demonstrated his commitment to the culinary world and gave him an opportunity to meet one of the world’s most influential chefs. When he finally approached Chef René, he wasn’t a random fan asking for favors—he was someone who had already contributed value.
“I saved up to buy the book so I could get him to sign it,” he explains. The approach worked, because, months later, he got an email from Noma offering him a summer position.
Showing up consistent in unexpected places
Some of Wallace’s business relationships began in the most unexpected places. While working as a private chef in Muskoka, Canada, Wallace developed relationships with everyone at the local supermarket. “Every day I would be there saying hi, and it’s that human nature side of it—I go in and I’d always [make a point to] say hi to everybody,” Wallace says.
He found that relationships with the cashier who reminded him to bring reusable bags or the store manager who knew him by name seemed insignificant at the time, but became crucial when Spatula Foods needed retail partners.
Approaching every interaction as an opportunity to connect is a great way to begin building a strong network. The person scanning your groceries today might be the store manager making purchasing decisions tomorrow.
Working together as a team for a wider network
Wallace has two cofounders, Shela Kwong and Ian Weng. Together, the three fulfill different sides of the business. The team’s broad range of expertise in turn results in a broader range of advisers, potential investors, and board members.
When Spatula Foods began looking for investment funds, Wallace’s strategy of connecting evolved to leverage his cofounders’ different relationship networks too. The division of networking labor proved especially crucial during investor pitches. Wallace handled relationships with food industry contacts and culinary professionals, while Ian, coming from corporate tech, managed connections with VCs and business investors. Shela brought marketing and demographic expertise to relationship building with potential partners.
“The three of us were able to answer any question that someone would ask us,” Wallace says. Investors felt confident in the team’s collective network and expertise, making them more likely to invest.
Spatula Foods also benefitted from Wallace’s established reputation as The Six Pack Chef. With more than two million followers across TikTok, Instagram, and YouTube, his engaged audience trusts his culinary expertise.
“Everything I do in my life always connects,” Wallace says. “And that’s what makes it authentic, if you will, ’cause it’s not coming out of like left field, out of nowhere."
Relationships built during his culinary school days are still strong. Competition judges are his industry advisers. Restaurant colleagues are now brand partners. Early customers are vocal advocates.
Rather than focusing on immediate benefits, Wallace considers how important it is to build connections today for the future. “You swing, swing for the fence. You shoot your shot,” he explains.
Understanding “I don’t know if I have another tomorrow” creates urgency around relationship building. It also increases appreciation for the relationships we already have. “Relationships are everything,” Wallace concludes. “With relationships, you can build everything else.” In a world where products can be copied and strategies can be replicated, authentic relationships remain the ultimate competitive advantage.
Watch Wallace’s full interview on the Shopify Masters podcast for more life changing advice and inspiration.
