TALLINN — In a move that has shocked local bread enthusiasts and left market analysts scratching their heads, Peeter Laar, 32, has declared himself the next big startup guru after baking his first batch of traditional Estonian leib.
Peeter, who previously worked as a barista at a Selver supermarket, decided that the world needed a more innovative approach to black bread. “Why bake leib like everyone else? I’m developing a new model: ‘Leib 2.0!’” he said, standing beside his artisanal bread display, which consists of four loaves and a gluten-free option.
”I’m targeting the e-Estonia generation: tech-savvy and hungry for innovation!”
His ambitious plans include integrating augmented reality into the bread-eating experience, where customers can point their phones at the loaf and see videos of its journey from grain to gluten.
”We need to evolve. Nobody wants to eat plain old bread anymore. The future of food is high-tech!” he exclaimed, sipping a craft coffee made from beans flown in from Madagascar.
Peeter aims to revolutionize the bread market with concepts like ‘Sauna Toast Edition’ and ‘Kalevipoeg Grain Power’. Moreover, he’s made a pitch for investment to turn leib into a cryptocurrency, sparking a heated debate at the local coffee shop among fellow entrepreneurs.
At press time, Peeter was planning a pop-up event at Tallinn’s Song Festival grounds, promising all attendees free samples if they sign up for his dubious newsletter.