
City dwellers in most major cities in Bulgaria take farmers’ markets and rural getaways for granted nowadays, but they were virtually nonexistent a decade ago. Gergana Kabaivanova, of Pendara.bg, has done more than anyone to make these a reality. Through her advocacy and work with several community-focused NGOs, she has built bridges between local food producers and eager consumers, while helping preserve and share Bulgarian traditions. What started as a mother’s quest for clean food for her children has grown into a national platform that connects people with their roots through gastronomic and cultural experiences.
From concerned mother to NGO leader
A former marketing professional for leading cosmetics brands, Gergana transitioned into the food and tourism sector over a decade ago. Her journey began with a simple but impactful question: How could she ensure her sons had access to healthy, clean food? Recognizing the untapped potential in connecting local producers with urban consumers, Gergana and several like-minded individuals founded the Sustainable Community Association in Plovdiv in 2012. The association was responsible for organizing the first farmers’ markets in Bulgaria, starting with the inaugural market in Plovdiv in 2013. These markets quickly grew in popularity, becoming a staple in major Bulgarian cities.
Building on the success of farmers’ markets, Gergana launched the LocalFood.bg Foundation in 2016 to address the regulatory hurdles faced by small food producers. The initiative later expanded to include tourism, creating immersive experiences that showcase Bulgaria’s rich culinary and cultural heritage.

Through her leadership, Pendara.bg, the largest online platform for gastronomic experiences and rural tourism in Bulgaria, was born. The platform connects city dwellers with rural hosts, offering immersive experiences in traditional Bulgarian cuisine, crafts, and culture.
“The farmers’ markets were born out of the desire of active people in Bulgaria to have a direct connection with producers,” Gergana explains. “Once this model proved successful, we began experimenting with new ideas. Today, Pendara.bg has evolved from a community into a platform that fosters connections with consumers, offering innovative ways to reconnect with nature, rediscover roots, and engage with the personal stories of producers.”
Shaping the landscape of rural tourism
Rural tourism in Bulgaria has seen a steady rise in both demand and supply, and Gergana has been instrumental in fostering this trend. Her work goes beyond connecting tourists with rural experiences; she also collaborates with local administrations and national legislators to address issues that impact small food producers and guesthouses. For the past eight years, the America for Bulgaria Foundation has supported Pendara.bg’s mission, encouraging small producers and rural hosts to develop their offerings. Notably, her foundation developed two key documents—guidelines for farmers’ markets and food safety measures for guesthouses—which were adopted by Bulgaria’s Ministry of Agriculture and Food in 2021. These initiatives pave the way for changes expected to further support small-scale producers and gastronomic tourism.

Gergana’s passion for preserving and revitalizing Bulgarian traditions is evident in her hands-on approach. She travels across the country, uncovering hidden talents and encouraging locals to share their unique skills with visitors. “To create an authentic experience,” she says, “you need a personal touch, a deep understanding of your audience, and the courage to offer something different. The power lies in the details, the stories, and the desire to create true moments.”
Empowering rural entrepreneurs
Pendara.bg supports rural hosts and small businesses through training and resources. Gergana’s foundation has helped entrepreneurs like Casa Kakau, Rhombus Brewery in Pazardzhik, biodegradable gum brand “Shen” by Darina Sotirova, Jasmin Coffee Roastery in Varna, and Art & Tart patisserie in Sofia. These success stories demonstrate how her tailored training programs—covering everything from social media marketing to food safety guidelines—equip small producers to thrive.

In March 2025, Pendara.bg will launch a six-day course for food tour guides in partnership with popular food blogger and chef Maria Jekova and the HRC Culinary Academy in Sofia. (Hurry up and reserve your spot!) This initiative will train guides in culinary tourism, covering topics like regional specialties, working with local community centers (chitalishta), and organizing immersive food experiences. “Guests should experience the entire gastronomic cycle,” Gergana explains. “From farm to table, they can witness every stage of food production and gain a deeper appreciation for our traditions.”
Connecting Bulgaria’s past and present
One of Gergana’s favorite parts of her work is finding new hosts and encouraging locals to share their cultural and culinary traditions. (She describes herself as “a discoverer of the next Baba Deshkas,” paying homage to an early trailblazer who helped make rural tourism trendy.) Her discoveries include hosts like Mirodinka Vasileva from the village of Garlyano, in the Kyustendil region, who offers guests a taste of rural life through dishes like poparnik and skrob, and Nevse Sirak from Ribnovo, a village in the western Rhodopes, who recreates the unique gelina wedding ritual for visitors.

Mirodinka, initially hesitant to host guests, transformed her home into a cozy ethnographic corner after Gergana sent her the first visitors. Now, she welcomes guests with lively experiences, from dressing in traditional costumes to reenacting local history. Nevse, a young mother and leader of the Ribnovo Folk Ensemble, invites visitors to participate in the gelina ritual, complete with traditional attire and a feast of local dishes.
“People who read my posts connect emotionally with what I do and decide they want to be part of it,” Gergana shares. “It’s a natural connection that leads to long-term collaborations.”
Exclusive experiences on Pendara.bg

Pendara.bg offers curated experiences that showcase Bulgaria’s diverse traditions. Among them are:
- A Day with Mirodinka in Garlyano, featuring traditional dishes like poparnik (a traditional bread made with eggs and butter) and skrob (a creamy dessert), prepared together with guests.
- Recreating the Gelina Ritual in Ribnovo, where visitors can don traditional costumes and learn about this centuries-old wedding tradition.
- Culinary Patriotism Workshop in Kyustendil, including a visit to a local dairy farm to learn how to milk cows and make dairy products.
- Danube Picnic near Baykal village, featuring local cheeses, meats, and wines, or a workshop on making mamaliga (polenta’s lesser-known—and much tastier!—Eastern European cousin).
Each experience is steeped in local culture, offering visitors not just a taste of Bulgaria, but a connection to its heritage.

Looking ahead
As Bulgaria’s rural tourism continues to grow, Gergana remains at the forefront, supporting local businesses and inspiring new generations of hosts. Her vision for Pendara.bg is to establish Bulgaria as a global culinary destination while preserving the traditions that make it unique.
The Heart of the Table — Mirodinka’s Poparnik

“This dish is the heart of my table because it blends the comfort of home with the richness of simple, genuine ingredients,” says Mirodinka Vasileva about poparnik, a traditional Bulgarian bread. “It’s made with corn flour, milk, eggs, yeast, butter, and a touch of sugar. When autumn comes, we add cooked pumpkin to make it even more moist and aromatic.
After baking, the poparnik is torn by hand into large pieces and arranged in a big tray. It’s generously drizzled with browned butter and oil, filling the air with an aroma that instantly transports you to another time. To finish, we sprinkle crumbled cheese and crispy pork cracklings on top—each bite brings a new layer of flavor.
In winter, poparnik is soul-warming when served with cabbage soup, while in summer, it’s a refreshing treat paired with yogurt or buttermilk. Its flavor is like a culinary puzzle—every bite tells a different story, and it’s impossible to stop until you’ve tried every delicious combination!”