Van den Berg

Van Vliet

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.


Anna Maschio - Lady D

Anna Maschio

Anna Maschio / Distilleria Bonaventura Maschio
Passion is passed down through the generations. And everybody experiences it in their own way.

Martin Heuberger - Cyclon

Martin Heuberger

Martin Heuberger / Pool4Art
Passion means turning problems into opportunities, until we reach excellence.

Dario Dalla Costa - Jumper

Dario Dalla Costa

Dario Dalla Costa / Dalla Costa Impianti
Passion helps you see what you have always loved with fresh eyes.

Mauro Monaco - Summit

Mauro Monaco

Mauro Monaco Simona Tribuiani / Olio Monaco
Passion creates roads you never would have thought to travel.

Mike Van den Berg - Raving

Mike Van den Berg

Mike Van den Berg / Van Vliet
Passion is doing something good around you.

Mariano Bassan, Stefano Scarin - Brave

Mariano Bassan, Stefano Scarin

Mariano Bassan, Stefano Scarin
Passion is growing together, overcoming challenges that seemed insurmountable.

Philippe Bégué - Glider

Philippe Bégué

Philippe Bégué / Bégué Philippe Bégué Bois
Passion grows stronger and more enduring when it is shared.

Gyovanny Tymys - Agility

Gyovanny Tymys

Gyovanny Tymys / RMT Expo
It takes passion to make beauty. One step at at time.

Marco, Andrea, Lele, Roberto - Digger

Marco, Andrea, Lele, Roberto

Marco, Andrea, Lele, Roberto / Fondazione Berengo
Passion brings together work, technique and history. Shaping art without time.