I became vegetarian and enthusiastic about nutrition and healthy lifestyle more than ten years ago. In 2006 my husband Kalin Klasanov and I opened the first organic store in Sofia where I created my cookies and energy bars, known today as Roobar. I started in the corner of the shop, I took my favorite desserts and made a tastier and simplified version by using just a few real food ingredients; desserts initially invented for my kids.
People instantly loved them, and I wanted to share them all with the world. Having a high visual and marketing view as a graphic designer, I discovered my real passion: a creator of food. Food designed to make a difference on the shelves and in people’s lives. I discovered my niche I could improve.
Organic food wasn’t that common in Bulgaria at that point, so our store was our small food revolution. We had to build a community from scratch and educate people about real, simple food. But we wanted to expand and reach more people, to make a change in the food industry and we established the company Roo Brands in 2012 www.roobar.com.
I grew up in an entrepreneurial environment, working in the family owned restaurant from 12 years old and during my teenage years. During my university study as a graphic designer, I already started working as a freelancer with several agencies and magazines. I quit mystudy before graduation because I was already working in the field.
Gaining experience from real life motivated me to continue. Being a store owner was never my dream job, but I saw potential and developed the first e-commerce online shop for organic goods in Bulgaria in 2009. I specialized as Food Technologist in Confectionery and Bread making in 2012.