The Sweet Revolution: Sustainable Plant-Based Snacks with Purpose with Chantal Piët , Stroop Club

Vegan Stroopwafels and Saving Coral Reefs: How Chantal Piët is Building a Sweet and Sustainable Future

Today is World Stroopwafel Day!

On a recent episode of The Wild Party Podcast, host Stefanie LaHart sat down with Chantal Piët, founder of Stroop Club, for a lively and thought-provoking conversation that spanned continents, cookies, and coral reefs. What started as a chat about dessert quickly turned into a deep dive into purpose-driven entrepreneurship, plant-based innovation, and why saying no to big business might be the most sustainable move of all.

Chantal’s journey began when she moved from the Netherlands to Austin, Texas without a job, a network, or a clear plan. What she did have was a deep love for stroopwafels, the beloved Dutch cookie traditionally served with coffee. So, she started selling them at local farmers markets. That small idea turned into Stroop Club: the world’s first and only plant-based, organic, and palm-oil-free stroopwafel company.

What is a stroopwafel?

A stroopwafel is a popular Dutch treat made of two thin layers of waffle with a caramel syrup (stroop) filling in between. The word "stroopwafel" literally means "syrup waffle" in Dutch. 

From Sweet Tooth to Sustainability

Initially, Stroop Club’s stroopwafels weren’t vegan or even organic. But after one too many trips to the grocery store where she found meat labeled with “only 20% solution added,” Chantal began questioning the U.S. food system. She started digging deeper into where ingredients came from and what they represented.

Disillusioned with industrial meat and dairy practices, she and her partner began transitioning not just their personal diets, but their business model too. “I just couldn’t ethically or morally be part of that system anymore,” Chantal told Stefanie. That led to a full reformulation of the recipe using plant-based, organic ingredients without sacrificing flavor or texture.

Reinventing a Classic

Veganizing a traditional baked good isn’t easy, but Chantal leaned on her co-packer’s research and development team to help rework the recipe. Surprisingly, cutting out eggs had minimal impact. The real challenge came in sourcing ethical, sustainable ingredients especially palm oil.

In the U.S., Stroop Club sources palm oil from small organic farms in Colombia that pay fair wages and don’t contribute to deforestation. But for their European production, they’ve eliminated palm oil entirely. That decision wasn’t without setbacks when the pandemic disrupted the supply of cacao oil, thousands of dollars in packaging became unusable. “It was heartbreaking, but we weren’t willing to compromise on our values,” Chantal said.

Sustainability at Every Level

From backyard-compostable cellophane to post-consumer recycled cardboard cartons, Stroop Club takes sustainability seriously. Chantal even turned down a lucrative partnership with a major airline that wanted to individually wrap mini stroopwafels for their lounges.

Instead, she offered to donate glass jars and tongs so the snacks could be served in bulk—at her own expense. “It went against everything we believe in,” she said. That kind of integrity defines the brand. Stroop Club refuses to sacrifice sustainability for scale, choosing instead to grow slow and stay lean.

They’re also working on a high-protein, plant-based stroopwafel made with fava bean protein, designed for athletes and active lifestyles. And if you're wondering, yes, Stefanie immediately volunteered to taste-test.

Beyond the Bakery: Coral Conservation

Chantal’s commitment to sustainability doesn’t end with snacks. As a scuba instructor and ocean lover, she’s witnessed firsthand the devastation of coral reefs. That inspired her to co-found Caribbean Reef Guardians, a nonprofit focused on coral restoration, reef-safe diving education, and sustainable tourism in Honduras.

Instead of sending clients wine or branded swag during the holidays, Stroop Club adopts coral on their behalf. Clients receive a photo and updates as their coral grows and gets replanted into the reef. “It's a living gift that gives back to the planet,” Chantal explained.

She and her nonprofit partner are now working with the Reef Institute in West Palm Beach to develop a coral genetics biobank preserving super corals for future generations. “It’s my dream,” Chantal said. “It’s how we build real stewardship of the earth.”

Bold Voice, Loyal Following

Stroop Club’s brand voice is bold, direct, unapologetically Dutch and is 100% Chantal. Whether she’s cracking jokes about a fake “Texas Brisket” stroopwafel for April Fools or calling out greenwashing from food giants, her honesty cuts through the noise.

She and Stefanie bonded over this shared no-nonsense attitude. “I’ve been called rude for being direct,” Stefanie said. “But when it comes to business and values, I think people appreciate the clarity.” Judging by Stroop Club’s loyal following and glowing testimonials, they’re right.

What’s Next

Stroop Club continues to grow, showing up in more coffee shops, specialty retailers, and soon—more athletic gear bags. They’re onboarding with major foodservice distributors and working to make their treats more widely available, all without losing their ethical edge.

And the syrup? Yes, it’s real. Originally made for dessert bars and lattes, Stroop Club’s spiced caramel syrup is now bottled and ready for your oat milk latte, pancake stack, or even vegan chicken and waffles.

Ready to sweeten your day the sustainable way?
Visit stroopclub.com to shop plant-based stroopwafels, spiced syrups, and learn more about how Chantal and her team are creating change one waffel at a time.

Join the club. #StroopItUp