About Us – The Story of Our Shop
How We Started Making Zacuscă and Jam in the Cauldron
A report made by TVR 1 for the show Viața Satului
Honest Romanian Products
For 10 years, together with the hardworking women of the village, led by Aunt Veronica, we have been crafting delicious treats cooked in cauldrons over wood fires using traditional recipes, as well as artisanal bean-to-bar chocolate.
Soul food crafted in Transylvania
We use only high-quality, natural ingredients that we carefully select and prepare by hand with passion and care.
Our Home: The Village of Idicel
Idicel is a scattered mountain village, and you have to reach the hills to truly feel the wave of joy that hits you when you arrive here — from the hay, the vegetation, the fruit trees, the forests, the small groves, the animals, and the absolutely stunning sunset.
Răzvan Rusu, founder
We are a family business born out of passion, with the desire to make honest Romanian products with a unique taste. The wood fire and cauldron remain and will continue to be the centerpiece of our kitchen. This is our way of preparing the products, and we care deeply about it.
Handmade
The hardworking women of the village, led by Aunt Veronica, contribute with dedication, passion, and humility to ensure that every product we make at Idicel has an authentic taste.
Zacuscă and Eggplant Salad
Remember the aroma of freshly roasted peppers from childhood. At Idicel, we grill the capia peppers, peel them by hand, and cook them in a cauldron over a wood fire so the flavors stay vibrant in the jar that will reach you.
Chocolate and Hazelnut Cream
Made from high-quality ingredients, with cocoa beans carefully sourced directly from the origin and crafted through an artisanal, handmade process, our bean-to-bar chocolate offers you a moment of joy every time.
Wood-Fired Jam
Jam was the first product we made at Idicel, together with Aunt Veronica. We picked all the local fruits and started cooking them in the cauldron in the yard. That’s how Răzvan Idicel was born—by the cauldron over a wood fire, with good conversation and dreams for the future.
Corporate Gifts
We specialize in corporate gifting and annually deliver thousands of gift boxes to employees of top companies in Romania.
Over 1000 verified reviews
For us, people and the product come first, and we measure success by the satisfaction of our customers who enjoy our products and recommend them to others.
Interview with Andreea Esca
When I started making wood-fired jam in Idicel Village, I didn’t know I would go this far, but I knew every challenge comes with a purpose.
I invite you to watch the #ReadyForBusiness episode, produced by Andreea Esca together with our partners and friends from Raiffeisen Bank.
Podcast The Vast and the Curios
At the edge of the Idicel forest, I had a conversation with Andreea Rosca from The Vast and the Curious about the lessons I've learned in entrepreneurship, the challenges we faced before building the factory, how we cook hundreds of thousands of jars a year in cauldrons over a wood fire, and the values we believe in at Idicel.
Gift Collection
Blog
Aperitive pentru masa de Paște - Idei delicioase și ușor de preparat
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Ceai de fructe de pădure - beneficii și proprietăți pentru sănătate
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