A Sense of Home
How the humble Dutch ‘stroopwafel’ has become a sweet treat that connects our fleet with the shipyard, from our shores in Vlissingen to on board superyachts far and wide. And how that connection is now evolving to make sure you always have a place to call home with Damen Yachting – wherever you find us.
Bringing you Back
Every year, Damen Yachting makes sure every crew on board its yachts receive a fresh supply of ‘stroopwafels’, the famous Dutch caramel biscuits that originated in the Netherlands in the 18th century. But what makes these stroopwafels so special? Why do they evoke such a strong sense of home and belonging?
“We are always so excited to receive the stroopwafels when we are cruising. It takes us straight back to being at the shipyard in the Netherlands. Reminds us of being part of the Dutch heritage."
Captain Daniel Sola - Amels 206 MADAME KATE
Rags to riches
Made from breadcrumbs and leftover dough and then drizzled with a caramel-like syrup, stroopwafels were in the past often referred to as poor man’s cookies. Visiting local markets, the welcoming and soothing scent of the melting caramel installed an everlasting sentiment in the people of the Netherlands.
The mere thought that these cookies would be brought home to enjoy later evoked happiness, a sense of belonging, the beginning of an endless tradition. While still warm, the waffles have their edges removed with a round cookie cutter. Childhood memories of buying a small bag of the remaining crumbs splashed with syrup are part of the Dutch DNA!
The stroopwafel has since come a long way. Its rise from poor man’s cookies to a sweet treat for everyone has made it much loved, both within the Netherlands and abroad. And the mouthwatering crisp waffles with their delicious sweet centre still trigger a similar feeling in people. In short, a taste of home.
Damen Yachting is proud to be part of this tradition, creating Dutch locality on board of the yachts it has delivered, wherever they are in the world at that time. And of course, when the yachts return to the yard in Vlissingen, the stroopwafels are waiting for the crew.
“Locality is the feeling of being at home no matter where you are. Locality triggers memories and nostalgia with a sense of pride. A connection that enables you to feel at ease and serves as a true point of reference. For us and our fleet that reference is our heritage and Dutch roots. The place where our yachts are born, our build crew live and where there will always be a home for our fleet.”
Sarah Flavell - Marketing Manager
Home Sweet Home
At this year’s Monaco Yacht Show we have taken the idea of locality a step further. It’s no longer just the humble Dutch treat bringing you home sweet home. It’s also the familiarity of the entire Damen Yachting show set up. As you step up to the stand at JS6 in Monaco, those who have spent anytime at our yard and in Vlissingen will be reminded of the signature beach pavilions dotted along the coastline of our shores. And the warm welcome you can always expect at our yard is also embedded into the stand’s DNA. A place to catch up over a coffee and indulge in another sweet specialty.
Damen Yachting stand at PIBS 2023.
Whilst stroopwafels have become a strong reminder of our Dutch heritage, this year we also wanted to introduce something new. A connection that would help you find your own locality with Damen Yachting in Monaco. That’s why we have teamed up with former and long-standing Amels yacht chef Auke Blom from Feel Good Madeleines to bring a new sweet treat to the stand. One that truly links back to our fleet but also brings a bit of French flair to the show!
“We hope that the madeleines and our stand set up will serve as a reminder that when your journeys and adventures take you beyond our shores, which we hope they will, not to forget to find your locality. Familiarities, rituals and memories that make you feel at home. A connection that grounds you and inspires you at the same time. Ready to enjoy your local life. Wherever you may be.”
Sarah Flavell - Marketing Manager