Where the standard comes from

James MF Won is a France-knighted chef and the culinary authority ChefPro.ai is built on. In 2024 he became the first Malaysian chef to hold the Chevalier de l'Ordre du Mérite Agricole, the French Republic's order for agricultural and gastronomic merit, adding to his 2019 Chevalier of the Ordre des Coteaux de Champagne.

He trained in three-Michelin-star kitchens in France and Japan, built eight restaurant concepts over twelve years (Enfin, Shin'Labo), and became Malaysia's first Krug Ambassade Chef.

He is an Adjunct Professor at Taylor's University Culinary Institute, within the Faculty of Social Sciences and Leisure Management, where he has taught since 2021.

His French Borneo philosophy, developed with the Biodiversity Centre of Sarawak and presented at Expo 2025 Osaka, is the first configured instance the platform was built to prove, not the identity of ChefPro.ai, which stays cuisine-neutral by design.

Alvin Koay is a serial entrepreneur who has spent more than two decades at the intersection of search, content, and brand growth. He founded Growth.pro, an AI visibility consultancy, and authored its PAVA Framework and the white paper The AI Visibility Imperative.

He also founded Zicy, an AI visibility platform selected by ADA (Axiata Digital) as a Challenge Owner Winner at the 2025 JETRO Malaysia-Japan Fast Track pitch. He writes and speaks on the shift from Google search to AI-mediated discovery, including on BFM 89.9 and e27.

At ChefPro.ai he turns the culinary standard and the data discipline into a product that reaches kitchens, schools, and food businesses, held to the same rule the platform runs on: do not invent.

Peter Kua is a data science strategist who has spent more than a decade building systems where being wrong is expensive. He was Head of Data Science and Analytics at REV Media Group (formerly Media Prima Digital) and helped develop Malaysia's first National Big Data Analytics Framework under MDEC.

He co-founded GradientX, an enterprise AI consultancy, and the Disruptive Tech Institute, and advises the data science and AI programmes at Sunway University.

At ChefPro.ai he owns the verification discipline at the centre of the product: grounding, fixed rules, and a gate that stops what the evidence cannot support.