EcoȚăran and Andrei Cărămălău: The story of an urban store upholding tradition and quality

An interview with Andrei Cărămălău, founder of EcoȚăran, on transforming an urban space in Bucharest into an authentic and sustainable brand focused on quality, transparency, and community.

Andrei Cărămălău is the founder of EcoȚăran, an urban grocery concept born from the desire to bring clean, authentic products from carefully selected local and international producers into the heart of Bucharest. With a direct, pragmatic style, yet deeply connected to the community, he has built a brand that blends rural tradition with the dynamics of the modern city, transforming an atypical space — Calea Ferentari 82 — into a location recognized for quality, transparency, and authentic gastronomic experience.

C&B: If we were to look at a narrative thread in your career, what were the key moments that defined you?

AC: The key moments that shaped me were those when I had to make big decisions without guarantees. Opening EcoȚăran was one of them: a choice made against statistics, market trends, and the general mentality about the area. Another defining moment was the transition from simple selling to creating a brand with identity, story, and clear direction. And perhaps most importantly: the moment I realized that selling products is not enough; you have to sell trust, relationships, and consistency.

C&B: What were the first challenges when you opened the store — especially since the offering was organic, certified, and prices were higher than the market average? How did you handle these obstacles?

AC: The main challenge was people’s skepticism: “Why here?”, “Why organic?”, “Why does it cost more?”. I handled it through complete transparency, explaining the source of the products, the real costs of authentic production, the difference between industrial and natural, and by constantly demonstrating quality. People can question anything… until they taste it. Then they come back on their own.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

AC: Yes, the desire to show that even in Romania you can build a healthy, authentic brand with real values. I have always wanted to do something that not only sells but also inspires. EcoȚăran is not just a store; it’s a stance: quality should not be a luxury, and respect for farmers and producers must be brought back to the forefront.

C&B: How did you start out, and how do you feel you’ve transformed up to now?

AC: At the beginning, I was a person doing everything alone: buying the goods, unloading, arranging, filming, posting, selling, delivering. Today, I am a more structured, calm entrepreneur with a more strategic vision and much more patience. I haven’t changed in essence, but I’ve learned that perseverance beats any market statistic.

C&B: If we met with your team or collaborators, what do you think they would say about you?

AC: Probably that I’m a dreamer, sometimes too perfectionist, but always fair. They would say I’m the person who doesn’t accept half-measures and only puts my name on what I truly believe in. And that I’m loyal; anyone who works well and cleanly with me has long-term support.

C&B: What is the most important decision you have made that changed your trajectory?

AC: The decision to open EcoȚăran in Ferentari. Everyone told me not to do it. But that very “no” confirmed that I had to do it. It was the decision that built the brand’s identity: courage, authenticity, and no compromises.

C&B: In the Calea Ferentari-82 area, which many don’t consider a “commercial location” for such a store, why did you choose that place, and how does this “contrary” choice influence EcoȚăran’s positioning?

AC: EcoȚăran is a brand that doesn’t run from reality. I wanted to show that the value of a place is not given by the address, but by the people and energy you put into it. Choosing Ferentari means saying: quality deserves to reach everywhere, not just “prestigious” neighborhoods. This decision totally differentiates us in the market and builds a clear message: we don’t sell based on postal codes, we sell based on convictions.

C&B: How do you select the local producers you work with, and what essential criteria do you set for collaboration?

AC: Criterion number one: integrity. If the producer doesn’t use unnecessary chemicals, hides nothing, and doesn’t inflate the story, we can talk. We choose people who work correctly, respect the land, their labor, and the consumer. We test products ourselves, visit the locations, check processes, and ensure that what is promised is real.

C&B: What does a typical day look like for you now, and what moments of the day bring you the greatest satisfaction?

AC: My day starts early around 3-4 a.m., with supply, discussions with producers, preparing the store, and social media, which is part of EcoȚăran’s DNA. The best moments are when I see people’s reactions: when they taste something for the first time, when they come back, when they say “I’ve never eaten anything like this before.” That’s when my work is validated.

C&B: What values or principles guide you in what you do, and how do you apply them day to day?

AC: Transparency, quality, and respect. I apply them through simple decisions: I don’t sell something I don’t believe in, I don’t lie about origin, I don’t accept compromises for a few extra lei. Every product in the store must be one I would give to my child without hesitation.

C&B: How did the idea of EcoȚăran start? What personal or professional moment made you say, “This is the project I want to do”?

AC: EcoȚăran started when I realized how hard it was to find truly clean products in a market dominated by industrial goods. I understood that if I didn’t do it, no one would do it the way I believed it should be done. It was the decision to create not just a store, but a real alternative to “agricultural fast food.”

C&B: What is your vision for the future: business expansion, opening other locations, online logistics, or other directions?

AC: The vision includes expanding EcoȚăran. We will not reveal the plans and projects we are working on, but the ultimate goal is for it to become a reference brand in Romania for quality, authenticity, and transparency.

The story of EcoȚăran shows that passion, perseverance, and commitment to quality can build an authentic brand that inspires and generates trust. Andrei Cărămălău has turned a vision into reality, proving that responsible, community-focused entrepreneurship has a real and lasting impact.