Five years in Norway, working in various restaurants, gaining new professional skills and meeting his life partner. For chef Juris Latišenoks, living abroad became a valuable experience that helped him better understand his values and plans for the future. When their daughter was born, Juris and his partner Linda decided to return to Latvia and build their life in Vidzeme. Today, they are developing their own businesses in the hospitality industry, creating new places where people can come together and enjoy good food.
Norway as an Opportunity to Discover the World and Himself
Juris spent his childhood in Riga and his summers in Jaungulbene. Even before moving abroad, he had already gained considerable experience in the culinary industry, participating in international cooking competitions in Greece and Taiwan and completing an internship at a Michelin-starred restaurant in France. Working abroad had never been his original goal. However, during the COVID-19 pandemic, when Latvia's hospitality industry faced significant restrictions, he had to look for new opportunities. Juris had two options: a job in Saudi Arabia or Norway. He chose Norway.
“I never had a strong desire to work abroad. But during the pandemic, everything came to a standstill, and I had to think about what to do next. Norway became a kind of pilgrimage for me, a journey during which I reassessed my values, my relationships with people, my work and food,” Juris recalls.
He spent five years in Norway, working in approximately seven or eight different restaurants and cafés. The country's seasonal nature of employment allowed him to change workplaces regularly. The summer season often lasted from April or May until September, while the winter season began in November and continued until spring. This experience gave him the opportunity to explore different cuisines, meet people, and learn about various approaches to work organisation and different cultures. Juris believes that this diversity later became an important advantage when starting his own business in Latvia.
Building a Family and Deciding to Return
It was also in Norway that Juris met his partner Linda. They met on a symbolic date, 18 November, Latvia's Independence Day. Together, they travelled, explored Norway and gradually began thinking about their future as a family. When their daughter was on the way, the question of where to settle permanently became increasingly important.
“When our daughter was born and we realised that she would soon be starting kindergarten, we began thinking about where we wanted to put down roots. We had to decide where we wanted to build our life. And we chose Latvia,” Juris explains.
Although Norway had provided valuable experiences and was where they had started their family, they both wanted to build their future in Latvia. Vidzeme became the place where they would begin this new chapter.
A Dream of Starting a Business Grows into Something Bigger
When Juris and Linda returned to Latvia, they already had a clear plan. They wanted to open a small bakery in Jaungulbene, where they could grow some of their own ingredients, prepare food and sell their products. Their idea was to establish a small family business where they could work together. However, life presented a different opportunity. The couple received an offer to provide catering services at Cesvaine Castle. This marked the beginning of a new chapter, as their original idea of a small bakery gradually developed into a much larger business venture. After the first year, it became clear that running a hospitality business in Latvia required considerable resources. To ensure a more stable turnover, Juris and Linda began looking for additional opportunities. They opened another dining establishment in Cesvaine, where customers could enjoy lunch during the day and meet for pizza or drinks in the evening. Later, the entrepreneurs took on another challenge and began operating at Ūdensrozes in Vecpiebalga. There, an old barn was transformed into a cosy lunch spot with a traditional Latvian atmosphere, and a restaurant was subsequently developed.
“It was a huge challenge for us. At the time, it seemed exciting, and we wanted to give it a try. Looking back now, I sometimes feel that the risk was too great. But we did it,” Juris admits.
The business continued to grow, but new opportunities also brought increasing expenses and responsibilities. Juris acknowledges that if they had stayed only in Cesvaine, their everyday business operations might have been calmer and more financially stable. Nevertheless, their desire to grow and experiment with new ideas continues to drive them forward.
Creating Places People Want to Return To
At the heart of Juris and Linda's business philosophy is a simple idea: to offer people food that they themselves enjoy and are passionate about. This approach inspired them to make pizzas, develop lunch menus and experiment with different dishes, including ramen.
“We cook what we genuinely love to eat. When you offer people something you truly enjoy yourself, they can feel it and appreciate it. What matters most to me is that someone comes in, enjoys a delicious meal and leaves feeling good,” the chef explains.
Their business plans are also expanding to Madona, where they are developing a new dining establishment focused on delicious, high-quality lunches. The idea is to create a place where local residents can stop by for an everyday meal and spend a relaxed evening. Meanwhile, in Vecpiebalga, they plan to develop various activities, organise markets, tastings, dinners and other events. For Juris, it is important that their dining establishments also become meeting places for the local community.
The Realities of Entrepreneurship and the Satisfaction of Achieving Something
Although Juris speaks enthusiastically about his businesses, he does not hide the fact that entrepreneurship in Latvia is challenging. Balancing operating costs, employee salaries and the prices customers are willing to pay is particularly difficult. Having worked in Norway, the differences in salaries are especially noticeable. Juris admits that if he were working as an employee abroad today, he would probably earn considerably more. However, his priorities have changed.
“I understand that I could earn much more as an employee. But right now, my main goal is to build a stable team with reliable salaries and make sure that all our establishments operate successfully,” he says.
The chef emphasises that his greatest satisfaction comes from seeing the results of his work, creating places he can be proud of and providing enjoyable experiences for others. In his view, money is necessary for a business to survive and cover its expenses, but true satisfaction comes from knowing that you are doing something meaningful.
Return When You Feel Ready
Speaking about return migration, Juris emphasises that moving back to Latvia is a deeply personal decision. He does not believe that every Latvian living abroad should necessarily return.
“You should return when you feel ready yourself. Don't move back just because someone tells you that life in Latvia is good. Nowhere is perfect. Every country has its advantages and challenges,” Juris believes.
He encourages Latvians living abroad to make the most of opportunities to gain experience, knowledge and professional contacts. These skills can later become a valuable foundation for new ventures in Latvia. Juris himself believes that without the experience he gained in Norway, he might not have had the courage to start his own business. Another important lesson he has learned is the value of taking action. While living abroad, Juris spent a great deal of time observing his surroundings and reflecting on his values. After returning to Latvia, he realised how easy it can be to get caught up in overthinking and postpone turning ideas into reality.
“Think less and do more. If you were able to do something abroad, you can do it here too. The most important thing is not to be afraid to try and to make use of your experience,” he encourages.
Juris' story shows that returning to Latvia does not mean returning to the life you once had. It can be an opportunity to begin an entirely new chapter, apply the knowledge gained abroad and create something of your own. Although their entrepreneurial journey in Vidzeme has not been easy, Juris and Linda continue to pursue their ambitions, develop new dining establishments and build a life centred around family, work and the satisfaction of their achievements.
“Everyone is the architect of their own happiness. And it doesn't really matter whether you're in Latvia or somewhere else in the world. What matters most is what you choose to do with the opportunities you're given,” Juris reminds us at the end of the conversation.
Translated by AI