STROOOP! // With STROOOP! Chloé Rutzerveld presents the first plant-based stroopwafel made from vegetables. Each waffle is made out of 100 grams of carrot, beetroot or celeriac.

STROOOP! emerged from her fascination with the natural sweetness of root vegetables. Within the project she explores innovative ways to work with vegetables by making clever use of their natural properties. Because the characteristics are most important, the stroopwafels are made from misfits and residues of the vegetable industry. By doing so we give a new lease of life to vegetable by-products as a modern version of the typical Dutch delicacy. The stroopwafels are entirely plant-based and a great source of dietary fiber. In addition, the waffels are free of gluten, added sugar and food-colorings. Like this, they are better for the environment, the farmer and us!


Chloé Rutzerveld Food & Concept Design // Chloé Rutzerveld is a critical food designer who explores and challenges food production and consumption. She is fascinated by nature, the human body and the strange relationship people have with food. After she graduated Cum Laude from the Eindhoven University of Technology in 2014, she started her own studio as Food and Concept Designer. 

Her work is interdisciplinary and a direct response to the things she questions or is fascinated about. By combining aspects of design, science and technology she thinks up new ways to make our food more efficient, healthy and sustainable. 

She communicates her ideas through speculative design probes, workshops and experimental dinners. By using food as medium, she makes new technologies and food related issues tangible for a wide variety of people, resulting in more understanding and in-depth discussions.

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Photo Credits // Bram Saeys, Maartje Strijbis (Agri Meets Design) and Chloé Rutzerveld