About Us
Inspired by tradition, made with natural ingredients, and crafted for a truly authentic taste.
2023
Our Story
Belgian Yum began with a small, heartfelt moment — the kind that changes everything.
As a parent, I wanted to help my daughters raise money for their summer activities during our annual 4th of July celebration. Like many families, we planned a simple lemonade stand. But being Belgian, I couldn’t resist adding something special: real, homemade Belgian waffles, made the way my family has enjoyed them for generations.
What happened next surprised us all.
People didn’t just stop by — they came back. Again and again. They told us the waffles tasted different. Better. Authentic. They asked where they could buy more, and whether we sold them anywhere else. What started as a small family project quickly turned into something much bigger: a realization that truly authentic Belgian waffles were missing from everyday life.
That moment sparked Belgian Yum.
Today, Belgian Yum exists to share a genuine piece of Belgium with the world — not an imitation, not a shortcut, but the real thing. Every waffle we make carries the same care, pride, and attention to detail that my family has always believed food deserves.
Once you taste them, you understand why people keep coming back.
2024-25
Growing the Idea
After that first summer, we started asking ourselves a simple question:
Could Belgian Yum become something bigger?
In 2024, we began sharing our products with more people. We spoke with local retailers, small businesses, and food partners to see whether the excitement we saw at that first lemonade stand would continue. And it did!
People responded with the same enthusiasm. Customers kept coming back, retailers showed interest, and conversations began about bringing Belgian Yum to more places. It was a year of listening, learning, and discovering that authentic Belgian-inspired foods truly resonated with people.
In 2025, we focused on building those relationships and learning how Belgian Yum could grow in a thoughtful way. We explored long-term partnerships and began working toward bringing Belgian Yum products to more communities, stores, and food service programs.
Along the way, we refined our recipes, improved production, and made sure our products could be made consistently while keeping the same authentic taste and quality that first surprised people at that lemonade stand.
Step by step, Belgian Yum started moving from a small family idea toward a real business — one built carefully, with the goal of growing in the right way rather than the fastest way.
2026 –
Looking Ahead
Belgian Yum was created to celebrate two things we believe in deeply: authentic traditions and food made with natural ingredients.
Our goal is to share the flavors and traditions of Belgium with more people — whether at home, at school, or on the go. We are working to expand production, build strong partnerships with retailers and food service organizations, and create new ways for people to enjoy authentic Belgian-inspired foods in everyday life.
But no matter how much we grow, one thing will always stay the same.
We remain committed to natural ingredients, authentic Belgian tradition, and the care that goes into every product we make.
Because Belgian Yum was never meant to be just another snack brand.
It’s our way of sharing a small piece of Belgium with the world — one bite at a time.
Our Core Values
The principles that guide how we source ingredients, bake our products, and care for quality in every batch.
Traditional Belgian Recipe
Baked fresh for every batch
Carefully selected ingredients
Baked locally in California
No preservatives • All natural ingredients
Founders
Belgian Yum was created by a family and continues to be run by that same family today. Together, we work to grow the brand while staying true to the traditions, care, and values that inspired it from the very beginning.
Jim Maccdowell
Founder | CEO
Jo Van Meensel
Founder
Kyla and Maya
Founders