December 2024
Words by The Punch Editors
Photography by Rafael Moura
BAKED. Bali isn’t just a café–it’s a living tribute to intentionality, born from the life and values of its founder, Gustav Groenendijk. A blend of Dutch and English heritage, Gustav grew up on a family farm in rural southern Portugal, where his connection to the earth and the joy of shared meals began. Raised in a large family with eight siblings, he learned resilience and the power of teamwork, with each child playing their part in the rhythm of farm life. Natural foods, cooking, and the closeness of kin were the foundation of his upbringing, shaping his perspective on life.
At 17, after stepping away from high school, Gustav ventured to Indonesia for an internship at a wood factory, where he was in the thick of the art of carving and traditional skilled artistry. This experience was a sharp contrast to the Michelin-starred kitchens he’d worked in back in Portugal, but it opened him to a new way of seeing the world–one that would prove catalytic. Indonesia called him back, and he settled first in Jakarta, working in restaurants before finally finding his place in Bali.
By 2020, Gustav was ready to create something of his own. Displeased with working in others’ establishments, he wanted to build a business that matched his values–a place where authenticity and purpose could reach new heights within the fast-paced food and beverage industry. This vision came to life as BAKED. Bali, focused on specialty coffee, handcrafted pastries, and meaningful retail. Today, BAKED. serves as a place of quality and skilled creation, built on Gustav’s journey and perseverance for conscious choices, trust, and a sense of community that feels like family.
ROOTED IN PURPOSE
BAKED. was born with a simple mission: to celebrate the art of traditional sourdough and the rich, layered flavors of Indonesian coffee, creating a space where people are invited to slow down and enjoy the present. Over time, this mission turned into a vision for a better future, where every choice–whether in local sourcing or fair wages–has a deeper purpose. Working hand-in-hand with local farmers and artisans, the BAKED. team has grown to six locations, each deeply imparted in the communities it serves. Every cup brewed, every loaf crafted, is a homage to Indonesia’s landscapes and the people who bring them to life.
ORIGIN ZERO: COFFEE CREATED WITH CONSCIENCE
In 2024, BAKED. launched Origin Zero–a roastery fueled by an ambition to reimagine coffee production through a zero-waste approach, built on principles of trusted sourcing, mindful logistics, and social responsibility. Through environmental and social impact, this initiative supports reforestation and local ecosystems, adding better practices to every journey stage.
At Origin Zero, coffee is made with integrity. The roastery uses single-origin, pesticide-free beans grown alongside jackfruit, clove, and durian trees, preserving the depth and biodiversity of Indonesia’s lands. Working hand-in-hand with local farmers–particularly women–Origin Zero champions fair wages and regenerative practices, offering more than just coffee; it offers a model of real social impact and respect for the land and people behind each bean. Environmentally, Origin Zero stands for a circular economy, turning waste into resources and applying carbon-neutral shipping to scale down the footprint. This commitment to zero-impact practices has become exemplary for roasters throughout the Asia Pacific, inspiring a community-driven, transparent approach to coffee.
Each Arabica blend tells the story of Indonesia, with flavors made to share the richness of the region. Roasted with precision and artistry, every batch offers the natural essence of the bean, balancing layers of depth and nuance. Whether enjoyed by connoisseurs or casual drinkers, Origin Zero’s collection is a tribute to the vast landscapes and cultural heritage of Indonesia–an ode to the land that nurtures it.
FOURTH WAVE COFFEE: REDEFINING THE CRAFT
The fourth wave of coffee is more than taste–it’s a science and an art. This movement dives deep into the chemistry of coffee, where every detail matters: precise measurements, innovative brewing methods, and a deep understanding of the complex layers within each bean. At BAKED., every cup shows this dedication, bringing Indonesia’s diverse coffee heritage to life through Arabica blends that convey the richness of the archipelago–bridging the worlds of connoisseurs and casual drinkers alike. BAKED. values the land and the hands that cultivate it, reimagining Bali’s café experience with a focus on traceability and quality over mass production.
BAKED.’s philosophy is centered on a commitment to traceability–a rarity in Bali’s import-heavy scene. Adopting a kilometer-zero approach, they challenge convention by opting for local sourcing over the convenience of imported goods. This deliberate choice is part of a larger vision to help local communities and lessen the environmental impact at every step.
True to this ethos, BAKED. has introduced a unique pricing practice: a consistent price for coffee, no matter the milk selection. This transparency commends their values, prioritizing integrity over profit and rejecting extreme cost-cutting. With each thoughtful choice, BAKED. grows beyond a café; it becomes a space of authenticity and purpose, a mindful presence in Bali’s food & beverage scene.
A PHILOSOPHY OF PURPOSE & TRUSTABILITY
Every facet of BAKED.’s operation speaks to its obligation for responsible, mindful practices. Waste reduction is in their daily routines: surplus pastries find new homes at local orphanages, coffee grounds are repurposed into compost, and leftover bread is transformed into a signature sourdough soft serve. Each conscious choice reaffirms its dedication to balance, proving that a business can succeed without compromising its core values.
BAKED. is not just about expanding its presence but about creating a lifestyle that resonates with people and planet alike–a way of living and being that feels good for everyone. Gustav sees a model for growth rooted in mindfulness, one that values minimal impact over rapid expansion. For BAKED., every new location is more than just an address; it’s a community, a place to connect authentically, culturally, and meaningfully–a journey of human growth that takes time and care, like getting to know an old friend.
To Gustav, growth is not a race; it’s a path walked with reason. While large brands rush to scale, BAKED. remains anchored in Bali’s spirit, treating each location as a mirror of its unique neighborhood and community. Every location is an opportunity to engage with the local culture and the people themselves. It’s a human-centered approach, one that puts relationships, quality, and a mindful footprint over all else.
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