Our Story

7° South was birthed in Java, Indonesia, in the late 90′s as an exporter of Indonesian Handicrafts and teak garden furniture. Due to the economic downturn in Asia in 2001, we closed the doors on our export business, and Ed’s family moved back to the USA. With some friends they started a cafe – Prince Street Cafe – where food, friends, music, and art can be experienced. It’s a neighborhood place where community happens!

It was during frequent trips to Europe from Indonesia that Ed’s family started enjoying the delicious Dutch stroopwafel, always served with a hot drink in canal side cafes. The kids loved them as an afternoon snack, or morning treat! We bought packs and packs of them to bring back to the USA or Indonesia as gifts to friends and family. Everyone loved them and wondered where they could get more!

So we decided it was time to bring one of the best dessert cookie experiences in Europe to the USA. In 2007 Dan’s family moved east from Las Vegas to work with Ed at 7° South to launch the U.S. Stroopie business.

Dan’s family then moved to India in 2008, and through tremendous partnerships and a world-class manufacturing staff have been creating solutions for high-end retail outlets in all the metropolitan cities of India.

In 2010, Jonathan & Jennie joined the stroopie family with a heart to continue to see the business grow & expand in the U.S.   Jonathan grew up working in his family’s business, Groff’s Candies.   With his background working with sweets, diving into the “stroopie world” was a good fit.   

The Stroopwafel (or ‘stroopie’ as Dan and Ed, pictured at right, and thousands of Dutch teens, refer to it) is one of Europe’s oldest and most secret recipes. Now you can enjoy the authentic taste here in the USA or in India.