We ask all of our Expatpreneur Award nominees to fill in this statement: “If I didn’t run my business in Singapore, I’d want to…”.
Dean’s answer? “I really don’t know. I’d bake on the moon, if I could!”
Well, this year’s “Expatpreneur of the Year” is already covering much of the planet! Take a look at the four brands – including 17 outlets in SG – Dean has launched since moving here in 2012: Baker & Cook, Plank Sourdough Pizza, Mo & Jo Sourdough Burgers and Brettschneider’s Baking & Cooking School. Then, multiply that by the founder, CEO and self-described Baker Boy’s outposts in the Philippines and Saudi Arabia, with talks to expand into Malaysia and the United Arab Emirates.
Add in his writing accolades: Dean’s fourteenth book – a self-described “tell-all” called Passion is My Main Ingredient – was released in 2019. The New Zealand expat is also a TV personality on baking-related shows like The Great Kiwi Bake Off.
He credits his NZ heritage for helping him to hone his New Worldstyle of baking and personal “Global Baker” brand. “What I’m doing is taking amazing baking from all around the world,” he says, citing French, Danish, German and English influences. “You wrap it up because you’re allowed to do that – New Zealand is such a young country, you’re not culturally bound.” It’s why he says he’s found such success in multicultural SG, where his customer based is now about 80-percent local.
What “delights” him? Seeing three generations of Singaporeans dining at his eateries. “It’s grandparents, their children and their children. Grandma and Grandpa, they’re nibbling away on sourdough pizza,” says Dean, whose own grown son lives in the U.K. “There’re lattes on the table, and Danish pastries and, you know, this mixed bag of enjoyment. It’s really special to me.”
About The Finder Expatpreneur Awards
In 2017, The Finder debuted its first-ever Expatpreneur Awards to honour foreign-born entrepreneurs running successful expat-owned businesses in or from Singapore. In 2018, 23 expats were awarded for their tremendous dedication. This 2019, a new batch of 22 Expatpreneur Awardees have been unveiled! All of them have one thing in common: Their brands help people “live well in Singapore” – The Finder’s core mission.
By Sara Lyle Bow, The Finder Issue 298
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