From Startup to Global Brand: Meet the CEO of Healthy Bars

We’re excited to introduce a new feature by Jobs.bg in partnership with Economy.bg. Jobs.bg has launched a new section within employer profiles called “Meet the Management.” It’s a dedicated space where we showcase the vision and personal stories of the leaders behind some of Bulgaria’s most prominent companies.

Meet Mavitan Chiftchi, CEO of Healthy Bars, who 11 years ago co-founded – together with Valentin Strekalovski – one of Europe’s fastest-growing protein bar manufacturers and a key private label partner to leading international brands. Guided by the motto “Bars that reach the world,” the company has steadily established itself as a global player in the active lifestyle segment and is now present in 49 international markets. Mavitan Chiftchi is 36 years old and holds a degree in Business Administration from UNWE.

Tell us about your personal story and professional journey to your current role. What was your first job and what did you learn from it?

My journey in business started without big plans or guaranteed clients. My partner Valentin Strekalovski and I were classmates, and somewhere in the corridors between lectures we decided that one day we would definitely do something together. And that day came.

We started with a modest production line and a small rented warehouse where we began making muesli bars. At first, there was no demand at all – but we didn’t give up. Then one day, we received a random phone call from a client: “Can you make protein bars?” That was our first real “yes” to the market – even though we didn’t fully know what we were doing yet.

We believed things would come together over time. We were driven to improve and learn. Today, we’re a company that nearly doubles its revenue every year and sells in over 49 countries.

Of course, I’ve made mistakes along the way – mostly trying to take on too much responsibility myself. The biggest lesson is: success is not an individual sport. Healthy Bars was born out of curiosity about business and the world, but it grew thanks to a team that believes in the mission.

What do you focus most of your time and attention on today?

People and focus. Strategy has no value without the right team, and growth has no meaning without a clear “why.” Today, my most valuable time goes into decisions that define direction – not operational details.

How would you describe your company in a few words?

Healthy Bars is a story of transformation – from early experiments to becoming one of the most dynamic Bulgarian manufacturers. Today, we don’t just produce protein – we create bars that reach the world.

We help active people in their daily lives, while major retail chains and sports brands see us as a reliable and innovative manufacturing partner. The product is only part of the story – the other part is how we combine quality, taste, flexibility, and a global vision.

What does it take to succeed in your company?

We look for people with internal motivation, responsibility, and a desire to improve every day. People who share our values: teamwork, partnership, efficiency, innovation, and adaptability.

Looking ahead, key skills will include adaptability, digital competence combined with strong critical thinking, and the ability to work in fast-changing teams.

How do you choose your leadership team?

Trust, courage, and integrity. I value leaders who take responsibility, make tough decisions, and can say “no” when necessary – even to me.

What lies ahead for your industry?

We invest in quality, innovation, taste, and long-term partnerships – that’s our answer to the future.

The industry is growing not just locally, but globally, which requires companies to think beyond national borders. That’s why we invested in a new factory, which will create new jobs and allow Healthy Bars to increase capacity to 500 million bars annually – and expand into new regions such as the U.S. and Asia.

This is not just growth – it’s about establishing a Bulgarian company on the global stage.

Quick Q&A with Mavitan Chiftchi

What were your favorite childhood activities and what did you want to become?

I loved taking things apart and asking “why.” I wanted to become an engineer or someone who creates solutions. Today, I do almost the same – just on a larger scale and with more responsibility.

What do you teach your children?

Perseverance, critical thinking, and respect for work. I always tell them: “Don’t look for quick wins.” Real results come from small, consistent efforts – even when no one is watching.

If you could go back to your first day, what advice would you give yourself?

Don’t be afraid of mistakes. What matters is learning from them and not repeating them – still true today.

If you could switch careers for a day?

I’d be a product designer or an architect – fields where idea, function, and detail must work together. That’s very similar to business.

What’s the hardest “no” you’ve said to yourself?

Don’t stop dreaming about how far the business can go.

When was the last time you asked for help?

Just a few hours ago – for a strategic decision about a new product line. Leadership is not about being alone.

If AI did your job, what would it do better – and worse?

Better: analyzing large volumes of data quickly.
Worse: intuition, critical thinking, and taste.

Three people you’d invite to dinner?

Warren Buffett – for decision discipline and understanding cycles.
Satya Nadella – for culture and the tech revolution.
Jeff Bezos – for thinking beyond current limits.

If you had to start from scratch – no money, no title, no contacts?

I’d start by listening to the market, then build the product. Real business begins with listening to the customer – not assumptions.

Success is…?

Creating lasting value – for people, the team, and society.