John Hulsbosch first came to Bulgaria in 2003, for a volunteer project. During that period he came in contact with the previous owner of his current bakery, which is called JoVan the Dutch Baker. After some negotiation, he was able to take over the bakery. He tells The Sofia Echo that doing business in a strange country has been complicated, but that his customers stimulate him to keep forging ahead.
From where do you come in the Netherlands? What did you do there?
I lived in the west of the Netherlands, in the centre of the tulip fields (Keukenhof). In the past, we would make flower decorations from the narcissi and tulips (farmers would give the bulbs for free). These flower decorations we sold to the tourists.
After my education in baking, I start studying in the school for bakery teachers. In 2002, I graduated cum laude from the Dutch Business School (BSN). I have worked as a baker, teacher, manager and consultant. You can say that I have participated at all levels in the bakery sector. At the moment, JoVan the Dutch Baker is my passion!
Were there any challenges in moving to a new country? Did you encounter any legal issues?
Yes, many! I should write a book. There are a lot of antagonisms in Bulgarian. Many matters have not yet been regulated and this is serious. It took a long time before I understood how the government system really works. As a foreigner you need a good network with serious contacts. Of course, this inexperience brings problems. But it is a creative system with a lot of ways for solutions to be found.
I love the Bulgarian culture, the traditions, the lifestyle and the hospitality of many of the Bulgarian people.
What similarities do you see in the people and the culture? What about the differences?
Bulgarians work rapidly, are creative and enjoying a lot of special moments, often connected with traditions. Bulgarians have time for unexpected visits of friends and family. Dutch people are busy with work and their own social lives. A visit to friends or family is mostly on appointment.
However, the Dutch people are more open, more to the point and more business orientated. The differences make Bulgaria both challenging and interesting for me. To me, there are more differences than similarities between the Bulgarians and the Dutch.
Who are you as a person?
Oh, this is hard to say! Goals are important for me. Goals give direction to my life and to everything that I do. Without goals in life, you cannot expect results from your efforts. I love challenges, adventure and success. I have to work hard, but it’s worth it! Furthermore, I am an optimist (negative experiences I forget), I believe in what I do and I do it with much enthusiasm. I have made a lot of mistakes, that’s why I’ve learnt a lot: this makes me happy. Working with people is important, because together you can reach more than what you could accomplish by yourself. In my bakery we have a fantastic team; I am proud of them. Together we bake the nicest bread in Sofia!
How do you deal with being far away from your homeland? What about family and friends, events like births or deaths?
The Netherlands is not really far; it is three hour by plane. When I am in Bulgaria then I enjoy it, I work and I miss my family and friends in the Netherlands. But when I am in the Netherlands, I feel the same about Bulgaria. I love the combination of living in two countries, it keeps me in balance. But from time to time it’s hard. I cannot divide myself in two pieces. Sometime I have to say no to my friends or family and then I have disappointed them.
What about the language – have you made any attempts to learn it? Why or why not?
I have been very motivated to learn Bulgarian and have made numerous serious attempts. But frequently, my plans to study get interrupted because I am too busy with my work and then forget I rapidly what I have learnt. It is a cumbersome language. But later… later I will start studying again!
What would you expect of a Bulgarian immigrant in the Netherlands?
That they adapt to our habits, culture and rules. Because the differences between both countries are large, this could be difficult. In my first week in Bulgaria, I learnt round dancing (the horo), how to drink rakiya, I learnt about the traffic habits and I found my first friends. For Bulgarians who come to the Netherlands, it is important that they have, for example, already found a job. From the new work surroundings you can build relationships.
What else would you like to say?
Dutch people who want to start a business in Bulgaria will need much perseverance. The systems, cultures and habits have vast differences. In the Netherlands, it is simple to register a company and start. It is very clear. In Bulgaria you have to find out a lot of things by yourself.
Bulgaria is a country where there are a lot of potential antagonisms.
For a holiday, Bulgaria is fantastic! There are a lot of beautiful places, it is quiet on the roads and the restaurants have delicious food.
Bulgaria is a country that you must discover; you have to seek out the most beautiful spots.
My favourite region is the Rhodope Mountains. To my friends I always say: there is Sofia and then there is Bulgaria. These are two completely different things. And in both parts you can enjoy, discover and let yourself be surprised by the welcoming Bulgarians, the traditions and the beauty of nature.
