Cavaliere Enzo Peroni: A legacy forged in global business and Italian heritage
Café Buongiorno quickly became a gathering place for Bangkok’s expatriate community, celebrities and high society
From the agricultural heartland of Alto Lazio (upper Lazio) to the dynamic markets of Asia, Cavaliere Enzo Peroni’s career is a compelling narrative of entrepreneurship, strategic adaptation, and a steadfast commitment to his Italian roots.
As the founder and CEO of EP Group of Companies and the visionary force behind Café Buongiorno, Cavaliere Peroni has built an empire upon the foundations of integrating deep humanistic understanding with astute business principles.
This approach has not only yielded significant commercial success but also positioned him as a prominent ambassador for Italian culture and enterprise worldwide.
Cavaliere Peroni is also a highly sought-after guest speaker on subjects such as emotional intelligence, management, marketing, and inner motivation, frequently speaking at hospitals, luxury hotels, and corporations.
Along with being a guest speaker, Cavaliere is also the author of the book series, Tales of a Young Boy, conveying messages about family values, ethics, love, environment, and sustainability.
Tuscan roots and the seeds of curiosity
Born in Celleno, a picturesque Etruscan village on the border of Tuscany and Umbria, Cavaliere Peroni grew up surrounded by rolling hills, fertile vineyards and a deep fondness for nature.
His formative years spent on his family’s farm taught him the intrinsic value of simple, honest labour and the joys of food prepared with natural, unadulterated ingredients.
These experiences would later shape his personal philosophy and business ventures.
Family gatherings, seasonal rituals and the rhythms of rural life instilled in him an appreciation for tradition and a sense of belonging that he carries with him to this day.
“I don’t believe anyone can be a complete person without a love for nature,
“Nature represents all forms of life. Curiosity is the key to learning and observation, and it was the foundation of my life.”
A scholar of culture and business
Cavaliere Peroni’s thirst for knowledge soon drew him beyond the hills of Lazio to Paris, where he immersed himself in French literature at the Sorbonne, devouring the works of Proust, Zola and Voltaire.
London followed, where he studied linguistics, marketing and management, all the while absorbing the lessons of English literature from the likes of Chaucer and Shakespeare.
Far from a conventional academic, Cavaliere Peroni credits his success to an interdisciplinary approach.
“Emotional intelligence is a combination of multiple disciplines,
“I applied what I learned in thousands of books to marketing, management and psychology.”
It was a mentality that would serve him well when, in 1977, he ventured to Hong Kong, then a British colony teetering on the cusp of monumental change.
A pioneer in Asia’s emerging markets
At the age of 29, Cavaliere Peroni became one of the youngest chief executives in Hong Kong, heading a major Multinational conglomerate with operations stretching from Shanghai to Sichuan, and from Taiwan to Canada.
When Deng Xiaoping’s Open Door Policy transformed China’s economic landscape in the late 1970s, Cavaliere Peroni was uniquely positioned to capitalise on the new opportunities.
Combining his understanding of history, psychology and human behaviour, he negotiated multimillion-dollar deals and introduced over 100 Italian companies into China’s rapidly evolving market.
Yet, amidst this meteoric rise, the impending handover of Hong Kong to Chinese sovereignty in 1997 and the Asian financial crisis prompted Cavaliere Peroni to reassess his future.
“We came to Bangkok and liked it,” he recalls simply. It was here that his next great chapter would unfold.
Café Buongiorno: A cultural mission in Bangkok
More than just a restaurant or coffee house, Café Buongiorno was conceived as a cultural centre.
Drawing inspiration from the deep-rooted traditions of his family, the Peroni, Scarino, Mattei, Panetta, and Celleno clans, Cavaliere Peroni sought to bring an authentic Italian lifestyle, recipes and hospitality to Thailand.
“Our roots at Café Buongiorno are born from tradition and pride of genuine food and for the land which belonged to my grandfathers and great-grandfathers,
“It took many long discussions with different family members in Umbria, Lazio, Tuscany and Sicily before we agreed to introduce our culture and way of doing things.”
The Signature colours of Café Buongiorno are Yellow Tuscany, Olive Green, and Burgundy. Like everything at Café Buongiorno, these colours also have deep meaning. Yellow Tuscany reminds Cavaliere of the wheat harvest season in Italy when his entire family used to gather to harvest the golden wheat.
Olive Green symbolises the fond memories of days spent picking olives from their estate to make into olive oil. And Burgundy reflects the tradition of the wine-making season, a time of celebration, community, and shared joy.
Café Buongiorno quickly became a gathering place for Bangkok’s expatriate community, celebrities and high society.
It was among the first hospitality venues in the city to host Italian theatrical productions, lifestyle events and partnerships with luxury brands such as Ferrari, Lamborghini and Versace.
As demand grew, so did the business.
A production facility in Bangna-Trat area, east of Bangkok, was established, crafting everything from artisanal biscotti and gelato to cold-pressed juices and premium popcorn.
Today, Café Buongiorno continues to expand, with ambitious plans to open new retail outlets, a gelateria and a ‘biscottificio’ showcasing their flagship biscotti, hailed by many as the best in the world.
Café Buongiorno Biscotti: The flagship product
If you were to ask Cavaliere Peroni about the flagship product of Café Buongiorno, he would say without hesitation: Café Buongiorno Biscotti. In his words and in the opinion of many, Café Buongiorno Biscotti are probably by far the best biscotti in the world.
According to many food experts and VIPs from around the globe, Café Buongiorno Biscotti stands out for its uniqueness, rich history, culture, legacy, quality, and its impressive wide range.
With 35 different flavours, it is no wonder that Café Buongiorno has done more than 500 events featuring Café Buongiorno Biscotti not only in Thailand but in many parts of the world. Cavaliere Peroni proudly notes that many call it “a biscotto with a story, heart, and soul”.
Soon, Café Buongiorno Biscotti will be showcased in their upcoming Café Buongiorno Retail experience, which includes Café Buongiorno Biscottificio, Café Buongiorno Per Tutti, Café Buongiorno Gelateria, and Café Buongiorno Popcorn Store.
Leadership through emotional intelligence
Cavaliere Peroni attributes much of his success to an unwavering belief in inner motivation, passion and leadership grounded in empathy.
Over four decades, he has observed that many employees falter not from a lack of skills but from a lack of motivation.
“One cannot inspire others if one cannot inspire themselves,
“Inner motivation triggers positive energy, and positive energy triggers performance.”
His management philosophy centres on clear communication, emotional engagement and leading by example.
“Leaders motivate, inspire and energise people not by control mechanisms but by satisfying the basic human needs for achievement and a sense of belonging.”
Cavaliere Peroni also emphasises the importance of dishabiting, letting go of bad habits, and decoding, developing new, adaptive habits in the face of an ever-changing business environment.
Honours and heritage
In recognition of his efforts to promote Italian culture abroad, Cavaliere Peroni was awarded the Order of the Star of Italian Solidarity by the President of Italy in 2005, earning the title of Cavaliere (Knight in Italian).
It is an accolade he holds dear, not merely as a personal honour but as a testament to his mission of cultural exchange.
His affinity for Thailand runs deep.
Cavaliere Peroni speaks warmly of Italian artisans who left their mark on Bangkok’s architectural heritage, from the Ananda Samakhom Throne Hall to Hua Lamphong Railway Station.
He and his wife, Theresa, divide their time between their Bangkok residence, a home in Hua Hin and a residence in Italy.
Looking to the future
Even as many of his contemporaries retire, Cavaliere Peroni remains relentlessly active.
Café Buongiorno’s production centre continues to innovate with weekly product developments from its R&D facility in Italy, while new ventures in Singapore, Malaysia and Indonesia are on the horizon.
A firm believer in nurturing the next generation, he ensures that all employees, some of whom have remained with him for over three decades, are trained not only in technical skills but also in the company’s values, history and philosophy, in Italian, Thai and English.
As to what keeps Italian cuisine so beloved in the Land of Smiles?
“Our cuisine is very simple at heart. Thai people like simplicity. With good ingredients, you can make great food; you don’t need to be elaborate.”
It is a fitting reflection of a man whose own life is a rich, flavourful tapestry woven from tradition, curiosity, and an unrelenting zest for life.
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