Robert Marrandi
Florence, Italy An Estonian who introduced traditional Estonian rye bread to Italy and is now successfully selling it to locals in Florence who have grown to love it.
Estonian Rye bread
For how long you have been abroad from Estonia for now?
I've been living in Florence, Italy for more than 8 years, and perhaps it's been too long, haha. But now, my business has grown far beyond my expectations from four years ago when I started everything as a pop-up bakery in Florence, a Scandinavian pop-up bakery. So, I was going around the best coffee shops in Florence with the products I sell here now.
How did you find yourself in Italy?
It was a random decision, even choosing Florence. I was on a road trip in Italy. But yes, it was completely random. I just wanted to come to Italy and did a little trip from Milan to Venice, Venice, Florence, Florence, Rome, and Florence seemed like the right place. Many people, when they come here, they study here or pass through, feel that Florence is the right place for them to start everything. I think it's the right size, with the river and two sides of the city. It has charm.
Robert holding Estonian flour while crossing the street in Florence to his bakery
How did you open your own bakery in Italy?
In 2018, I began as a pop-up bakery in October. By September 2022, I opened it officially. It began at home, for friends, and slowly grew through social media. I started my own page, people started posting and ordering. I was baking while living with four other people. I'd wake up at three or four in the morning while they were sleeping, prepare everything, and deliver. Wild Buns Bakery started exactly like this, at home, for friends, and for myself.
What do Italians think about cinnamon?
When I started, I was actually quite scared because Italians don't like cinnamon as much as we do in Estonia, Scandinavia, and Nordic countries. They usually don't know what cardamom is, and our main ingredients are cinnamon and cardamom. So, I was a bit apprehensive, especially because, at the start, there were mostly foreign customers. But now, after all these years, there is an Italian clientele, from kids to adults, aged 60 to 75, who come and love it. It started more for foreigners who missed home, but now Italians have embraced Wild Buns Bakery. People who live here also enjoy it. I didn't create this place just for travelers and tourists - I created it for Italians too because they know what a Swedish cinnamon bun is. Right now, there are many Italian regular clients.
How has opening this Scandinavian bakery helped you integrate into the city and build connections with locals?
Being a social person, I've never had a problem to talk to people and to interact. But, of course, it has definitely helped me integrate. It's become quite a famous shop and brand in Florence. It has definitely shown young Italians that a foreigner, a random guy from Estonia, can come here and start a business. They are proud. My Italian clients, they're proud of me, and I'm very grateful for that. At the beginning, they were very supportive, helping me a lot. For example, I was making batches with a small mixer, like a KitchenAid style. So I was struggling, and my clients helped me. It showed a lot of love from Italians, and many of my clients supported me a lot.
How did you promote yourself?
I grew with the business all the time, promoting it with my own face. I always kept my own touch. I still do that, maybe not as much because there's a lot to do behind the scenes. I was doing everything myself: buying groceries, taking orders, baking, delivering. It was always around me. So, there was definitely the assurance that you know what you're getting. People knew they were getting it from me, and they trusted that. The trust that you gain by being there yourself, always with the same staff members, the same quality, the same vibe, it's priceless. The bread is a testament to that.
Do you have anything from Estonia on your menu?
Yes, I do. I have dark bread, and the flour comes from Estonia. The yeast is from my grandmother. There are clients who come every week because we bake rye bread once a week. They come for that, and there's also a lot of curiosity about it. Italians want to try it, and that's the nicest thing. Many Italians prefer rather traditional Italian bread, but once they find out, they really like it and especially the new generation is more open and wants to try different things.
What inspired you to bake bread?
Everything started with my grandmother. I learned cooking, baking, and all about food from her. She was a big baker in her small town, and I started baking with her when I was ten. I got hooked and started baking on my own. She would come over, try what I made, and I would improve. So, it's a lot from her. She's very important for my hobby, especially baking.
Do Estonians visit your bakery often?
Yes, there are quite a few Estonians here in Florence. The community is mostly women who came here to find Italian love, haha. We help each other out sometimes - As Estonians they always keep together, as it’s a small nation. There are also young people studying fashion or working, so I have some Estonian friends here. They often come to get the rye bread whenever they miss it.
How do you describe Estonia to others, and what would you wish for Estonia for the next 100 years?
I describe Estonia as having amazing food. The restaurant culture has been growing in the past five years, and I can't wait to go back and eat at all my favorite restaurants. It's very digital, and the new modern areas have grown into a Scandinavian country. I'm very happy about that. I wish Estonia a lot of success, independence, and happiness. I wish people there to be happy, live their lives, accept others, and help themselves and others. Happiness is the key.
What are your favorite restaurants in Estonia?
Controvento is one of my favorites, not only for the food but also for the people. I really love the people there. They even came to my opening here in Florence. I also love the Indian restaurant Elephant, it's absolutely amazing. Also, Bistro Lore is great, and there are many more places I want to try. I can't even fit everything in. But definitely, Elevant, the Indian restaurant in Old Town, I used to go there at least two or three times a week when I lived in Estonia.
