Van den Berg
Passion is doing something good around you.
Stroopwafels are ancient and simple treats, rather like our family patisserie, born in 1864 and grown alongside six generations of the Van den Berg family.
The caramel waffles that have written the history of Dutch baking first appeared in the 19th century thanks to the inventiveness of a baker who created them to use up his leftovers. At the time cake shops were a privilege reserved for the rich: the poor didn’t even step inside them, and kept well away from the splendid window displays laden with delicacies at exorbitant prices. Stroopwafels, on the other hand, were sold directly, from the back of the shop, far from the eyes of the wealthy customers who would never have stooped to buying sweets cobbled together with breadcrumbs, broken biscuits and caramel syrup. Then somebody realised that those waffles weren’t at all bad. Stroopwafel became increasingly popular, overcoming social barriers and prejudice, until they became one of the best known Dutch products in the world. Nowadays our workshop produces 2,500 waffles an hour, which is about 20,000 a day and 4,500,000 a year. Why don’t we export them or sell them in supermarkets? The possibility has been offered to us several times, but we have always turned it down. Yes, it might well be to our financial benefit, but we have decided to sell our stroopwafels exclusively from our shop. If you have to ask why, that is because you have never seen how our customers who buy them every day smile. Or their satisfied expression as they nibble stroopwafel seated at a table with an indulgent hot chocolate and the awareness that every little moment of joy is a moment of ultimate luxury. What would be the point of sending them far away if we couldn’t enjoy the happiness of those who eat them? Passion is making something good, something that makes people around you happy.