• Founder of the Chedo - Gluten Free brand, Pastry Chef Ana-Maria Cheran proved that you can turn your childhood passion into a successful business, overcoming the obstacles in your way with perseverance and discipline.
• From a career as an electrical engineer to that of Pastry Chef, Ana-Maria Cheran brings together the taste of childhood desserts and classic recipes from French gastronomy in a selection of gluten-free assortments in the Chedo -Gluten Free confectionery in Bucharest.
1. How would you describe yourself in a few words to someone who doesn't know you? Who is Ana-Maria Cheran?
First of all, Ana-Maria Cheran is a mother, wife, daughter, sister, because I put family first, and family is the place where I recharge my energy every time and the place where I find motivation and support for every new project I do I want to develop it.
Secondly, Ana-Maria Cheran is a professional, initially as an electrical engineer and, for several years, as a pastry chef where I create desserts that turn into sweet moments for all those who want to taste gluten-free artisanal desserts.
Since I rediscovered my childhood passion, that of creating desserts, I've realized that I'm a persistent person, that I don't give up easily if, for example, a recipe doesn't work out for me; I keep testing, adjusting until I'm satisfied with the result.
2. What prompted the decision to open Chedo – Gluten Free Confectionery and how did your entrepreneurial journey in this field begin?
In December 2014, two weeks before my first boy was born, I was diagnosed with celiac disease, a diagnosis I knew nothing about. I hadn't heard of gluten until then, let alone celiac disease, because my life revolved around green energy: wind turbines, photovoltaic panels, the electricity market. The doctor did not present the disease as something serious, so the diagnosis did not scare me, but I understood that I had to change my lifestyle.
Gradually I understood how strict I have to be with my diet, how difficult it is to get safe gluten-free products for those with celiac disease, because many products, although they are naturally gluten-free, they may have traces of gluten or may be processed and packaged on common lines with those with gluten. I could not eat in any restaurant, nor can I now, because most of the HoReCa do not know, do not understand the needs of a person with celiac disease.
"We started testing the idea of opening a laboratory"
So I started cooking a lot at home, but that was also because I had a small child and I had to pay attention to his diet as well. The dishes were easy to adapt as long as I used gluten-free ingredients, but the desserts proved to be a challenge, and that made me ambitious. In discussions with the husband, we began to test the idea of opening a gluten-free dessert laboratory. Gradually, the idea began to grow, to take shape; we had begun to believe more and more in the success of such a business, all the more as the need for such a place was seen.
Even my loved ones encouraged me to go in this direction. In 2017 I had taken this idea seriously and started to document myself more – and here I am not only talking about recipes, but also what a business, a confectionery laboratory entails. I was going to completely change my field of activity and I wanted to be as prepared as possible for this journey.
Even though I had previously come into contact with entrepreneurship through my husband's business perspective, a gluten-free dessert laboratory and an artisanal confectionery involve different aspects and from the beginning I wanted to make my mark on Chedo desserts, which excels in terms of taste.
3. How did you approach the process of training and improving your skills in the field of gluten-free desserts? We know that you have attended several Masterclasses with Chef Richard Hawke, expert in gluten-free desserts.
At first I was self-taught, I browsed books and online looking for and testing gluten-free cake recipes, flour mixes.
I looked up the information online, in several languages – English, Italian, German, French, so that I could understand how each flour, each mix behaves in different recipes. And that was until I found the perfect flour mix for me, a mix with few ingredients and no E's, except for Xanthan gum that replaces gluten. I enjoyed experimenting with several types of flour to identify what best suited the taste I wanted to achieve. For each recipe I have in mind how the final taste should be.
We looked at how gluten-free flours behave and how gluten-free dessert recipes are from different perspectives, because they are approached differently depending on the country and local culture. There are various cultural aspects and culinary traditions that can influence how gluten-free recipes are created and interpreted, and I wanted to know as much of this broad spectrum as possible.
After years of individual study, in 2018, the opportunity arose for a unique course with Richard Hawke, the best specialist and consultant in the segment of gluten-free confectionery. I decided to take this course at first more for my needs and then for the passion returned from childhood.
"The experience as an engineer helped me a lot in the field of confectionery"
Then, in 2019-2020 I attended the confectioner-pastry course to complete my basic knowledge and learn how a confectionery laboratory works. Now, looking back, I can say that my experience as an engineer helped me a lot in the field of confectionery, and that's because creating a dessert is not only art, but also involves a lot of technique in achieving the desired taste. A dessert is technique and discipline, art and chemistry at the same time, and for a gluten-free dessert the effort is doubled.
In 2021 I followed three other Masterclasses with Richard Hawke to know in depth the field of confectionery and the creation of your own desserts.
Confectionery requires a lot of creativity, but even more perseverance, where precision lies in every detail. The taste of a gluten-free dessert has a special engineering that fascinates me, giving me the energy to create reinterpreted desserts in my own way.
All the training up to now has given me not only the confidence but also the vision to make my mark on Chedo desserts. The career of an engineer has a great contribution in my evolution as a Pastry Chef because it was the period in which I learned this whole mix of skills for creating a gluten-free dessert. I trained to put into practice the passion I had since childhood.
4. Why Chedo? It's a story in behind the chosen name for your business?
I get this question a lot, and the answer is extremely simple: That – from Cheran and do – from Dobre, the last name before marriage.
It is the mix between past and present; childhood - adulthood; old – new; origins, traditions – innovation. Many of our cakes remind us of childhood, but at the same time we want those who cross our threshold to taste desserts they have never tasted before.
At Chedo they can be found from the famous choux-à-la crème, eclair or macarons to childhood desserts like DOBOŞ, Amandine, opera or cakes, all in the gluten-free version.
We create childhood desserts in a gluten-free way to convey to consumers the feeling of nostalgia, the longing for childhood. The very word confectionery conveys this emotion. And this fusion of childhood desserts with classic French desserts, together with the style in which everything is arranged at Chedo, offers a modern atmosphere infused with excitement.
5. How did you manage to adapt classic dessert recipes to gluten-free versions and what were the main challenges encountered in this process?
After being diagnosed with celiac disease, I started missing homemade sweets, so I started trying recipes from my mom's cookbook. A little awkward at first because gluten-free flour behaves so differently than gluten. But I persevered, I started to understand gluten-free flour, find the right mix and because I had good results, I started testing various gluten-free recipes in books and online. They looked so good in the pictures and I wanted to taste those wonders made by other pastry chefs!
I tested and adjusted until I was satisfied with the result. And not only me, but also my family and friends. There were many challenges, especially when we talk about leavened doughs: bread, muffins, etc.. But after many trials and failures, I believe that we have brought in front of customers products that are close to the texture of those with gluten, because this is the real challenge of leavened doughs. I experimented, I played with the taste, with the ingredients, with the techniques until I had the courage to follow my intuition. The courage to start writing a new story, that of gluten-free desserts.
I remember my first gluten free bread. A few days after receiving the diagnosis, not knowing much about gluten/gluten-free, I ventured out to make bread; so I put the ingredients in the bread machine according to the recipe and waited confidently and impatiently for the final result. This turned out to be a complete disaster: something inedible, like a brick, came out. But, as proof that today I got here, I didn't give up!
6. What are the main aspects you consider when selecting ingredients for Chedo – Gluten Free desserts and how important is it to you to use top quality raw materials?
Our products are exclusively gluten-free and we require certified raw material "gluten free" or with a declaration from the manufacturer that they are gluten-free. So that's the main thing we're looking at.
The more processed the ingredients, the more likely they are not 100% gluten-free. So the raw material is indeed raw material. We do not use premixes for creams or tops, tart shells or other such ready-baked products.
Everything we do, we do from scratch; for example we make the condensed milk used in some of our recipes. Being an artisan confectionery, we also put a lot of passion into it, because I do it for me, for my family, for our community "gluten free". For this reason, the raw material is of superior quality, because we deserve to eat quality products. Our desserts are highly appreciated by those with gluten intolerance, in all its forms, because they know best how difficult it is to create a gluten-free product that is both tasty and aesthetically pleasing.
7. What are the most popular desserts on the Chedo - Gluten Free menu and how do you manage to keep a balance between quality, taste and aesthetics in your creations?
Our customers' favorites are tarts with cream cheese and cherries because they can be a perfect snack. When time is precious and schedules are always busy, a quick and tasty snack is often welcome in the middle of a busy day. Tarts with cream cheese and cherries manage to offer exactly this experience of culinary indulgence, being a perfect choice for those who want to enjoy something delicious and comforting during their lunch break. The tarts are followed by the cake Medovik - because of its taste - being a honey cake.
The balance between quality, taste and aesthetics comes precisely from this: we get a perfect taste because we use top quality raw material and at the same time this helps us to have products with an attractive appearance for our customers.
8. How do you see the evolution of Romanians' tastes and consumption habits regarding gluten-free confectionery products? Are you seeing an increase in interest in these products?
Until a few years ago, gluten-free options were extremely limited, and people who had to follow a strict gluten-free diet had to make do with what the market offered them at the time; and most of the time they were produced without taste, without attractive appearance.
Now we have more options, both on packaged products and on fresh products, and customers see that it can be better, that they can enjoy quality products, so the demands have increased.
This makes me very happy, because first of all it means that we treat each other with respect. Both they, the customers, respect us, knowing that they deserve and receive the best, and we, the gluten-free producers, show our respect for our customers by what we offer them.
Interest in gluten-free products is growing both among those with gluten intolerance, in all its forms, because more and more people end up being correctly diagnosed, and among those who give up gluten for personal reasons.
9. What message would you like to send to those who find gluten-free products lacking in taste or texture, and how do you encourage them to try your desserts?
Indeed, there are people who believe that the products gluten free they have no taste, or that they are products intended for sick people. Gluten-free products do not contain wheat/rye/barley flour and everything derived from them, so the taste is not affected; only leavened dough products have a different texture than those with gluten.
The taste of our products is perfect because we use quality raw material, because we produce in an artisanal way and because we put a lot of passion into it. Taste takes center stage in every dessert I create. I wanted to create gluten-free desserts where the taste reaches the highest level.
In a dessert, taste is a true sensory journey where every ingredient, every texture and every flavor is carefully balanced to provide a memorable experience.
Taste is not just a feature of the dessert, it is its soul, the element that sets it apart and brings it to life in every bite. Each combination of flavors is tested and refined until it reaches perfection, and every detail is highlighted to create a captivating symphony of taste.
10. What are your goals and plans for the future of Chedo – Gluten Free Confectionery and how do you expect it to evolve in the coming years?
At the moment, about 70-80% of our customers are those who have given up gluten either for medical or personal reasons, and Chedo desserts are a treat for them and we thank them for crossing our threshold, sometimes even daily.
But we also have customers who don't necessarily keep it gluten free diet, customers who discovered our desserts, appreciated them a lot and have remained loyal to Chedo desserts since then, because they want desserts made from quality ingredients, with an exceptional taste and a texture to match.
Growth will come from developing the gluten-free product portfolio. For example, we are currently working on creating the best gluten-free croissant, and we certainly don't stop there. But we also focus on the second category of customers, those who do not follow a gluten-free diet, by educating the market and telling as much as possible about what a gluten-free dessert means, as well as the taste of a Chedo gluten-free dessert, which it is spectacular.
In the coming period, we will focus more on the Candy Bar segment, where we have a selection of gluten-free desserts that liven up and give flavor to every event.
11. Do you have a motto or a specific person who motivates you in your career?
It's not really a motto, but I believe that any gluten-free recipe can be adapted into a gluten-free one; as Richard Hawke also called his book "FIT".
We have found that adaptation is not only a way to meet challenges, but also a path to excellence and innovation in the world of gluten-free confectionery. Each ingredient can be substituted or adjusted in surprising ways to achieve the same level of sophistication, texture, flavor.
Adaptation was also in my transformation process, from the career of an engineer to that of a pastry chef and later in the entrepreneurial journey.
Photo source: Pastry Chef Ana-Maria Cheran, Chedo Confectionery
Interview conducted by Gabriela Dan, Editor of Arta Albă
Read on White Art and: Is "gluten-free" still a current trend?
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