About us

We love to make food that makes us a tiny bit homesick, even if it’s for a place we’ve never been.
— Peter Ong, Founder

Our philosophy

At our core, we create elegantly simple treats that are confidently rustic, honest in their appeal and deliciously comforting. We want to make food that makes you happy and touches the heart - no fondant, and no bullshit.

Our brand reflects who we are: Baked in Amsterdam means that we make things right here in Amsterdam, fresh and with lots of love.

We produce on scale, but we are not mass-produced.


How it all began

Originally from Melbourne, Australia, Peter Ong practised for several years as a corporate lawyer at Baker & McKenzie before deciding to switch career paths. Working in restaurants throughout his university years, Peter fell in love with working in the hospitality industry during this time.

In 2013, he quit his job, sold his possessions and moved to Paris where he ended up working and training as a pastry chef. It was there that he realised that despite all the wonderful gastronomy around, it was the most simple of bakery products which were the most touching.

Peter moved to Amsterdam in 2015 and founded Baked in Amsterdam shortly afterwards on his last two hundred euros, baking cakes out of borrowed home kitchens. Delicious, warm banana bread started to flow through the streets of Amsterdam (followed by other goodies) and the company grew quickly with the fantastic, supportive help of partners like Marqt and the Park Plaza Hotel Group.

Baked in Amsterdam remains one the leading boutique bakery suppliers in Amsterdam.

Baked in Amsterdam were one of the first members of Kitchen Republic, Europe’s first food startup incubator. Our bakery is still based at Kitchen Republic and our activities have expanded to mentoring younger food businesses and working on a consultancy basis for corporates and new restaurants.

Deliveries in the early days…

Deliveries in the early days…

I’m enthusiastic about food and the business of running a business. I love developing new ideas which deviate from what everyone else is doing.
— Peter Ong, Founder