It's a good story!
 
About Us


Heartland was started over 20 years ago next to a trash dumpster at a major amusement park . . . that's right, a trash dumpster! Mary Steeb, the founder of the company, was talking to the Purchasing Director about the success they were having with one of her products, fresh baked waffle cones. An employee of the amusement park came out the back door of a nearby kiosk and threw two waffle bakers in the dumpster. Five minutes later, the employee returned and threw away two more waffle bakers. Mary had to find out what was going on and asked the Purchasing Director to explain. Here is what he said:
  • Yes, that employee is throwing away Belgian waffle bakers.
  • Waffles are a great product that everyone loves.
  • However, when the waffle bakers break, we cannot get any service, so we just throw them away.
As they say, the rest is history. Later that year, Heartland introduced a new Belgian waffle baker that included the following innovations:
  • Computer control of time and temperature
  • TeflonTM coated cooking headsets
  • Stainless steel housing (half the weight of competitive bakers)
  • Two-minute cooking cycle (half the time of competitive bakers)
In addition, Heartland introduced the first add-water only Belgian waffle mix (the competitive mixes required the addition of eggs and melted butter). This new waffle mix also had a higher yield and a lower portion cost.

Over the years, Heartland has been the innovative leader in the industry:
  • Introduced the self-serve waffle program that is now used by thousands of universities and limited service hotels across the country.
  • Developed the 2 lb. waffle mix pack size, which reduces daily waste.
  • Introduced removable TeflonTM cooking plates, which improves service levels.
  • Developed the Add Butter Only waffle mix, which is unique in the industry.
  • Introduced the stainless steel safety shield and the stainless steel self-serve display, which enhances the look and customer perception of the self-serve waffle program.
You get the idea. Heartland is the innovative leader in the industry. We view ourselves as the competition and strive to improve all aspects of our products each and every year.