VAN WONDEREN & Co.
Our Story
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The Beginning of a Family Story
Some stories are bigger than a single generation. They are born from hard work, a love for the craft, and the strength to persevere when life puts you to the test.
Our story begins on August 9, 1907, when Gerardus van Wonderen – better known as Kees – was born in the rural village of Bergen (North Holland). At a young age, he came to know not only the warmth of farm life but also the sorrow of loss. In 1912, he lost his mother, and in 1928, his father, who died in a tragic accident involving a cow on the farm.
Suddenly, Kees found himself, along with his brother and two sisters, facing an immense responsibility: caring for his younger siblings and continuing the dairy farm in the Bergermeer. The large herd and the relentless rhythm of farm life took their toll. At the time, he cared for around 20 cows.
Dairy farming was not a choice – it was a calling. Born out of love for family and tradition.
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The Van Wonderen Farm
Later, the dairy farm moved to Karel de Grotelaan in Bergen. There, Kees and Annie van Wonderen continued the business together and started their family—deeply rooted in the traditions of the land, the care for their livestock, and their love for one another.
Every day, Kees rose early to milk the cows, collect the milk in heavy steel cans, and prepare them for the milkman, who would deliver the milk to the dairy factory.
Van Wonderen’s milk was known for its high fat content perfect for making butter, cream, and pastry products.
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A Family Tradition of Craftsmanship
While the farm was dedicated to producing the finest milk, another craft was quietly growing within the family.
Jan, the brother of Annie van Wonderen, had a deep passion for the art of baking.
In 1936, he fulfilled his dream by opening his own bakery at Jan Apeldoornweg 2 in Bergen—right in the heart of a time when craftsmanship and local ties formed the foundation of every village business.
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The Bakery Flourishes
In 1952, the family opened their new shop and bakery on Leo Gestelweg.
From 1952 to 1999, the bakery remained in operation—a place where young and old stepped through the door each day for freshly baked bread, butter cakes, waffles, and traditional treats.
The scent of fresh bread and sweet pastries filled the street and became a familiar part of daily life in Bergen.
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Bread, Pastries, and Butter Cakes
In the bakery, bread, pastries, butter cakes, and waffles were crafted with love, using milk and cream sourced from farming families. In this way, the farm and the bakery trade merged within a single family: the land and the art of baking.
The strength of the land and the refinement of the craft came together naturally.
The family bond between farm and bakery, between milk and flour, laid the foundation for a tradition that can still be felt in everything we make today
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Van Wonderen on the Kalverstraat
A few years later we found a new place to continue this family tradition: in the vibrant heart of Amsterdam, at the iconic Kalverstraat 190.
Perhaps it was no coincidence that we, rooted in the care for cows, milk and craftsmanship, ended up on a street whose name harks back to farm life, the Kalverstraat, once home to calves and cattle.
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The Wonder of Amsterdam
As if that weren’t remarkable enough, in 1345, just around the corner, an event took place that would become known as the Wonder of Amsterdam. For centuries, pilgrims and travelers from around the world walked along the Heiligeweg to visit this place of reflection and connection.
Today, nearly seven centuries later, people from all over the world still come to this historic corner, but this time not only for a miracle of the past. They come to experience Van Wonderen Stroopwafels.
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A Tradition That Lives On
Visitors breathe in the scent of warm caramel, taste the essence of true craftsmanship, and take home a small piece of our tradition and love. Where once faith in a miracle brought people together, today we unite people through the power of flavor, tradition, and wonder.
From pasture to city. From cows to calves. From generations of craftsmanship to stroopwafels taking the world by storm
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Craftsmanship with Global Reach
Today the family story lives on in the heart of Amsterdam. Van Wonderen is led by Colin van Wonderen, grandson of Kees van Wonderen. With the same love for craftsmanship, tradition and experience, he continues building the story that began over a century ago, now with a contemporary vision and a strong sense of brand identity. What began in the countryside now lives on in the city, not as a mass product but as a modern treat with character and a story.
Every year we welcome more than 100,000 visitors to our store on the Kalverstraat. We now sell over one million stroopwafels per year, each one handmade, generously topped and lovingly presented. Our stroopwafels have become an online phenomenon, with videos collectively viewed over 100 million times on social media. In addition to our store we run a fast-growing international webshop, processing thousands of orders a day. Whether it’s a gift, a treat for yourself or a sweet reminder of Amsterdam, we ensure the full experience arrives right at your doorstep.
We sell exclusively through our store and webshop but are preparing for international expansion. Cities like Paris and London are on our radar for future Van Wonderen locations where we hope to amaze people with our stroopwafels there too.
Van Wonderen & Co. – Since 1907
Craftsmanship that connects.