The beginning was in 2006 with the first organic food shop in Sofia. Anita Klasanova was part-owner, until that time she had been swimming in the waters of graphic design. Today she is among the top 100 startup founders, according to the German The Hundert and her company’s corporate website is the best in Bulgaria, according to Forbes.

“I have changed profession several times. And each thing I have taken up has contributed to the next, which has always turned out to be the right decision at that given time. What matters to me is to be doing what I want to do most – that always gets the best results. I started out in fashion and then realized that was not what I was cut out for. Then I turned to graphic design, but that meant taking roots in front of the computer.”

As with so many women, pregnancy and motherhood were a time when Anita Klasanova took stock of her life, seeing her own self and the people around in a new light. She made up her mind to switch to a healthier diet so as to have more energy and vigour. This step proved to be an important one for her family – as they felt the positive effect of this change, Anita and her husband Kalin were ready to share their experience and ideas. That was how the organic food shop came into being. Their next challenge is confectionary.

“I had absolutely no experience, save for the fact that as a child I helped out in the family restaurant. And that turned out to be really important – I already knew what running a business of your own, what discipline and responsibility meant. I started teaching myself, looking things up online, finding recipes, experimenting. I wanted an alternative to sweets and cakes which have lots of sugar, flour and other ingredients which I didn’t want in my products.”

Dates, almonds, cocoa beans and cocoa powder – these are the ingredients that go into the making of the raw candy bars Roo’bar, Anita’s own invention. They are on sale in Europe, Asia, America, Australia and even Africa. In fact they are the most popular of the company’s products and are a variation of Anita’s favouritebrownies. Her guiding principle is: less but higher quality ingredients. The search for new, healthier alternatives continues because success is always a big motivator.

“I enjoy that feeling, the feeling of sharing and doing good. And when people say to me “it is delicious” without even knowing it is sugar and gluten free, that all products are high-quality, I realize how important it all is.”

It takes just one look to know Anita is a happy person. But success never comes out of the blue, it takes an enormous amount of effort and work. Perhaps the key to good results is motivation?

“I think my inspiration comes from my children. Because I give them a fine example how a dream can become reality. They are very proud of the success of the Roo’bar and are constantly pointing out to me the places our products are on sale. Especially when we travel to Germany and they see our brand everywhere – it gives them wings and the freedom to dream. It shows them that if they want their dreams to come true all they have to do is follow them – it takes hard work and perseverance.”

Photos: private library

English version: Milena Daynova