by Emily Zaal
IT’S HARDLY shocking that the Dutch stroopwafel has found a home in the United States. Infused with hints of vanilla and comforting spices, it has won the affection of countless Americans. Chantal Piët, also known as the Stroopwafel Queen, is intimately familiar with stroopwafels. She journeyed from Rotterdam to Texas alongside her former partner, bringing with her a passion for these beloved treats. “We were each allowed to bring one thing,” said Chantal. “He brought his projector, and I bought a stroopwafel iron. We had no jobs or income, so I thought, we have to do something to make money.”
Eight years and many farmer’s markets later, Stroop Club has blossomed into a renowned vegan and organic stroopwafel brand. They reach customers across the United States, Canada, Mexico, and even England. Now, as they circle back to their Dutch roots, their product will hit the shelves of select stores in Rotterdam and The Hague starting this month.
Alongside their commitment to crafting vegan, organic and palm oil-free stroopwafels without any animal cruelty, they place a strong emphasis on sustainable and ethical production and packaging practices. “When you start reading about the industry and what it all costs in terms of water, resources, corn, and soy. It all gets taken out of the Amazon to feed beef for our consumption in America. I just think we really can’t do that anymore,” said Chantal.
WHILE some may question the taste of vegan and organic stroopwafels, Chantal assures that “you really can’t taste the difference. I also give vegan cooking workshops and people really have no idea,” she said.
Stroop Club will mark its official launch early next month with samples and enticing promotions at Veggie Garden in Rotterdam. Dutchies can also find the stroopwafels starting early May through www.stroopclub.nl.
* Emily Zaal is a journalist in Wisconsin where she previously worked at WSAW NewsChannel 7. She received her master’s degree in journalism from the University of Groningen.
