Alex Borg: “They criticise us, then they copy us”

In the heart of Malta’s bustling capital, Valletta, you’ll find the quaint yet bustling Strait Street. Here, Alex Borg, a local entrepreneur and owner of the popular StrEat Whisky, has become something of a local legend. His story is one of resilience, innovation, and a dash of ‘Malteño’ charm that’s hard to ignore.

From Criticism to Imitation: A Local Success Story

Alex Borg’s journey is a testament to the Maltese spirit of perseverance. His unique concept, StrEat Whisky, a street food joint with a twist, was met with skepticism when it first opened in 2016. “People thought we were crazy,” Alex recalls, “A whisky bar serving street food? In Malta? They didn’t get it.” But Alex had a vision, and he wasn’t afraid to challenge the status quo.

Fast forward to today, and StrEat Whisky is not just a Valletta hotspot but a symbol of Malta’s evolving food scene. The criticism, Alex says with a laugh, “has turned into imitation. We’ve seen similar concepts pop up all over the island. But we’re still the original, and that’s what makes us special.”

Malta’s Changing Food scene

Alex’s story is not an isolated one. Malta’s food scene is evolving, with local entrepreneurs like him driving this change. From traditional ‘pastizzi’ to gourmet burgers, from local wine to craft beer, Malta’s culinary scene is diversifying. According to a recent report by Malta’s National Statistics Office, the food and beverage sector contributed €1.2 billion to the Maltese economy in 2020, a testament to this growth.

But it’s not just about the money. It’s about identity. “Malta’s food scene is finding its identity,” Alex says. “We’re not just about pastizzi and rabbit anymore. We’re about innovation, about fusion, about giving people options.”

: The Future of Maltese Cuisine

So, what’s next for Malta’s food scene? Alex Borg believes that the future is bright. “We’re seeing more young people getting into the industry, bringing new ideas, new energy,” he says. “And with tourism bouncing back, there’s no limit to what we can achieve.”

Alex’s advice to aspiring entrepreneurs? “Believe in your idea. Don’t be afraid to challenge the norm. Malta is ready for it. We’re ready for it.”

As we navigate the future of Maltese cuisine, one thing is clear: Alex Borg’s words ring true. They criticise us, then they copy us. And that’s how progress is made, one innovative dish at a time.