Made in Arkansas: Profile on De Waflebakkers in North Little Rock

    5:23 PM, Nov 13, 2012   |    comments
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    NORTH LITTLE ROCK, Ark. (KTHV) -- What's your breakfast of choice?  Maybe it's a bowl of cereal, fried eggs, pop tarts? How about pancakes? In just one minute you can have a stack of pancakes that tastes just like they came from your grandma's kitchen.

    THV 11's Ashley Blackstone went behind the scenes of an Arkansas favorite in this week's Made in Arkansas segment.

    It's an assembly line that never stops, a bakery of sorts with a special recipe loved by thousands. De Waflebakkers has been operating in Arkansas now for 26 years.

    President and CEO Dumas Garrett says, "Waffles is a very large category, pancakes is a very small category. We want to continue to grow the pancake business." 

    Garrett says their flapjacks are the top selling frozen pancake in Wal-mart stores.  It can be a breakfast food or snack.

    Three years ago they started selling in 11,000 grocery stores across the country.  Kroger, H.E.B, Harris Teater, Publix, and Food Lion are on the list. You can also find them in Canada and Mexico.

    "It tastes homemade," explains Garrett.

    To make distribution easier along the East Coast,  they opened a 94,000 square foot plant in Georgia last year. Garrett says, "We will expand west of the Rockies as we go forward. We just got the largest grocery chain in the northwest."

    They're growing so much, they've expanded four times at their North Little Rock plant. There's 300 employees and they operate 24 hours, 7 days a week. 

    "We could make a cheaper product, but we are not going to make a cheaper product. We are going to stick to a formula that we know works," says Garrett.

    It's a formula that first started in the heart of Holland. De Waflebakkers entered into a joint venture with the Janssen Brothers using their very successful European recipe.

    Sales have tripled since 1994. There's 10 varieties of pancakes, french toast options and let's not forget about the waffles.

    They're also receiving national attention. Dr. Oz recently revealed his ultimate shopping list. On it was De Waflebakkers Sweet Potato Pancakes which helps people lose weight. Garrett credits their success to three things. He says, "Great people, a great formula, and a great product, and that is really what its about."

    Their motto is "Putting Heart into Everything we do." Garrett says, "We want people to know that pancakes exist."

    De Waflebakkers is on Pinterest and you can also follow them on Twitter @DWBPancakes.

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