Magnus Ericsson is the creator of Viking Bageri, a bakeshop altering the bread scene in Dubai. A designer by profession, Magnus was used the duty of Chief-Operating-Officer by a medical facility team in the UAE, and also relocated to Dubai 5 and also half years earlier, along with his household.
When the COVID-19 pandemic began, he discovered himself in a tough placement as he needed to handle his enhancing work and also direct exposure at the workplace, together with the safety and security of his household in your home.
” You come to be afraid, you intend to see to it your household is all right, so you separate on your own. Yet you likewise require to have something, which can assist to obtain your emphasis far from that”, he claims. Magnus discovered that ‘something’ in cooking.
Maturing in Sweden, he saw his mommy bake cinnamon buns and also his papa bake bread, “yet the only point my father never ever made was what I desired one of the most; crunchy French baguettes”, he informed Euronews.
Magnus made a decision to offer cooking baguettes in your home a shot and also discovered it restorative. He included, “when I baked my very first baguette, it was the most effective sensation since it was really responsive; I can really feel the dough going from one phase to an additional where it was lastly interacting with me.” He likewise discovered the outcome “really satisfying”, as simply in a couple of hrs, he was holding golden-brown baguettes with crunchy crusts and also ventilated centres in his hands.
Having actually fallen for the procedure and also the end result, Magnus proceeded cooking at every possibility he discovered outside his day work, commonly making 12-15 baguettes a day. “Certainly we had a great deal of bread, so we began gifting it to our neighbors. After that my German neighbor informed me that this baguette was really the most effective one he had actually had in Dubai. That is when I informed myself that currently I require to ideal it; I require to cook the most effective baguette in Dubai”, he remembers.
Then the designer inside Magnus took control of. He determined and also transformed every active ingredient and also period of each action of the procedure to see what would certainly take place. He maintained cooking and also sharing his bread with his neighbors, that likewise shared it with their good friends; expanding an online reputation for his baguettes in the community.
Magnus’ spouse and also founder of Viking Bageri, Maria Svedenhov, keeps in mind; “I returned, back from a trip, and also discovered him cooking like a psycho. Individuals were calling and also talking with him on Instagram concerning the bread regularly and also I recognized we need to do something concerning this.”
Partnering with KRUSH Brands, the pair began Viking Bageri. Consumers were getting the bread virtually 2 months ahead of time, so they made a decision to assemble a group and also relocate their procedures to a bakeshop. “The neighborhood in Dubai was vital when it concerned us proliferating; we did refrain any type of advertising and marketing, it was all word of mouth”, Magnus claims.
The pair has actually been adhering to the very same community-based method since. They held an event at their residence to cook 21 various flavours of baguettes, as asked for by their consumers, to allow them attempt them all. Today, 4 of those flavours are currently used by Viking Bageri and also even more remain in the production.
As Magnus remains to discover brand-new strategies and also preferences for his baguettes, the pair are anticipating expanding Viking Bageri right into a worldwide company. Magnus claims “Dubai has a huge deportee neighborhood with individuals from around the globe. So if you have an idea effective in the Dubai neighborhood, it implies you can export it to anywhere else worldwide.”
