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Discover Benelux  |  Food & Drink  |  A Taste of the Netherlands

The cookie that flies around the world TEXT: BAS VAN DUREN  |  PHOTOS: PUNSELIE COOKIE COMPANY

Gouda is widely known for its cheese and city hall, but if you have ever flown with one of the major airlines in the Netherlands, chances are you have had a different slice of the Dutch city. That is because Gouda is also home to the Punselie Cookie Company; a family business famous for its take on the famous ‘stroopkoekjes’ and their ‘Punselie’s’, as their allergen-friendly cookies are called. The brand gained fans largely due to a distribution network that made sure the treat has been offered on board the airplanes of several airline companies such as KLM for more than 40 years.

Entering the Punselie Cookie Company is a delight in its own right: the sweet smell of syrup and dough waft through the building where boss Ronald Punselie’s team is capable of producing 40,000 cookies per hour. At 67, Ronald is the third generation Punselie and he literally grew up with his hands in the cookie goodness of which the taste never diverted. “We tried different flavours and had them tested at the annual Flight Attendant Conference, since they’re our number one fans. But no matter what we did: nothing beat the original.” But running a cookie company is unfortunately not all roses: the September 11 attacks

Making your brand delicious From an edible wrapper around a muffin to a note in a fortune cookie: the chances are you have come across the wafer paper made by Primus Wafer Paper at least once in your life. With more than 100 years of experience, this Dutch privately owned company is the world leader when it comes to edible branding. “From our factory in Oostzaan we distribute our products to more than 40 countries,” explains Wouter Smits, commercial director at Primus. “The Dutch potato is the best source in the world for wafer paper and our unique roll drying technology enables us to provide our product on rolls, so it is easy to use in all kinds of industries, from edible labels on bread or fruits, to packaging and decorations for pies and personalised cakes.” The wafer paper Primus produces is made of Dutch potato starch and is therefore 100 per cent sugar and gluten free. “Compared to icing sheets, wafer paper is more reliable for holding its shape or standing upright,” Smits continues. “The wafer paper is also quickly biodegradable 38  |  Issue 50  |  February 2018

had an enormous impact on the airline industry and thus also on Punselie. After years of sheer perseverance Ronald fought off permanent closures and has all ducks in a row. Now he has the legacy of his company in mind. “I would love nothing more than to transform the current location into a museum, passing the baton to a younger generation who can continue my work as licensee in a new factory.”

Web: www.punselie.nl Mail: info@punselie.nl

TEXT: MICHIEL STOL  |  PHOTO: PRIMUS WAFER PAPER

– breaking down within hours without impacting the environment.”

Make your own label More and more bakers are looking to personalise edible bread labels. “In our webshop we have about 30 standardised labels. But bakers can also upload their own design, which gives them an edge to differentiate themselves and

ensures fast delivery of personalised edible labels,” elaborates Smits. “Wafer paper is an excellent way to communicate with your customers. It is informative, fun and makes your brand truly remarkable!” Web: www.primuswaferpaper.com www.primus.direct

Profile for Scan Client Publishing

Discover Benelux, Issue 50, February 2018  

Promoting Belgium, The Netherlands and Luxembourg.

Discover Benelux, Issue 50, February 2018  

Promoting Belgium, The Netherlands and Luxembourg.

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