Fall 2024 - 57

Dutch Waffle Co.
Tell me about your company.
Bianca Letens, owner and president: I came to
the U.S. as a foreign exchange student in 1988. I was
close with both of my host families when I studied
here in the U.S. After I returned to the Netherlands,
we stayed in touch, and I brought Stroopwafels with
me for each visit. I met my husband Patrick in a
restaurant in 1993. It didn't take long to fall in love
with his humor and heart. I took him to the U.S. to
meet my host families in 1995.
Of course, I brought two suitcases with me - one
filled with personal belongings and the other with
Stroopwafels.
Patrick and I married in 1998, and both of my host
families attended the wedding in the Netherlands.
At that time, one of my host parents, Jim Hartman,
advised us to start selling Stroopwafels in the U.S.
Patrick and I took his advice, bought a waffle baking
iron, and got trained at a famous Stroopwafel factory.
What makes Dutch Waffle Co. Stroopwafels gourmet?
They're an authentic taste of the Netherlands. We use
the traditional 200-plus-year-old Stroopwafel recipe
that many competitors can't replicate. But we're also
unique for our freshness. When companies import
their Stroopwafels from overseas, it takes months
for them to reach the States. It's our mission to make
Americans aware of what a truly fresh traditional
Stroopwafel should taste like. Our Stroopwafels are
truly like what you can find in the Netherlands.
Any bestsellers that retailers should know about?
Dutch Waffle Co.'s bestseller is our 8-count package
Stroopwafels. We offer classic, gluten-free, vegan and
organic options so everyone can enjoy a Stroopwafel.
Beside the 8-count, we also have single packages for
on the go or to pack in a lunch box, and packages with
two Stroopwafels that work great for making s'mores
and including in gift baskets.
What is trending in gourmet as of late?
Our No-Bake Stroopwafel Pie Crust. This easy,
no-bake pie crust is an elevated pie crust made
from real Stroopwafel crumbs. Because the crumbs
have been baked already, you don't need to bake it
any more. It is a luxurious replacement for graham
cracker crust. It doesn't get soggy, and it has the same
flavor as our Stroopwafels.
What are your newest offerings?
You don't need to warm fresh Stroopwafels up on
By the end of 1999, we completed a 10-week
market research project to see if the U.S. was ready for
Stroopwafels. We found many businesses eager to work
with us. The Dutch Waffle Co. was born and registered
in Elkhart, Indiana, by August 1999. Our new dream
almost died in the legal process. Moving to the U.S.
wasn't easy; it took time, money and even lawyers to
help get the right documents and visas in place.
Twenty years after completing our initial market
research, things were finally looking up. In July 2019,
we got a " go " from the U.S. Consulate. We sold our
house, boarded a plane and started selling Stroopwafels
soon after. Today, The Dutch Waffle Co. sells products
in hundreds of stores nationwide.
your coffee cup, but Stroopwafels are still delicious
with coffee. As Patrick and I were here as tourists,
we always bought our coffee at a local roastery in
Goshen, Indiana, so we asked if she would be willing
to make Stroopwafel Coffee for us, and she did. Our
customers love the Stroopwafel Coffee. It's a delicious
blend with notes of caramel, cookie, cinnamon and
butter. We drink it in the office every day.
How can retailers best tap into the gourmet market
and make it giftable for customers?
I've also always wanted to offer a variety of products
that are gourmet, giftable and reflect Dutch culture,
so we added Dutch-designed coffee mugs and tins
to our gourmet food and beverage products. All our
products are easily mixed and matched, allowing you
to create great gifts in every price range.
Dutch Waffle Co. is a flexible, woman-owned
business and loves to listen and work with the wishes
of our customers. We keep our stock as low as possible
so our customers have the freshest products. That
being said, our stock sells out fast, so it is best to
pre-order your products ASAP, especially with the
holiday season coming up, to guarantee delivery.
GIFTSHOPMAG.COM 57
http://www.GIFTSHOPMAG.COM
Fall 2024

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