Smells can soothe us and evoke memories. In Joost Elling’s case, a smell inspired him to start a business.
Freshman Elling was on a trip to the Netherlands to visit relatives and found himself drawn to the smell of stroopwafels in an open-air market. For the uninformed, a stroopwafel is a cookie made of two thin waffle-cookies joined together by caramel.
When Elling returned from the Netherlands, he decided to begin making stroopwafels of his own, as he could not find them for sale in the United States. Elling says he ordered a special stroopwafel iron from Europe and started working on a stroopwafel recipe at home, altering the recipe to suit the American palate.
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