A Bike Ride That Started It All

Back in 2017, Vafels founder, Will Dugan, had the idea to start a community bike ride in Boulder, Colorado. The goal was to raise funds for various charitable causes each month, with each participant contributing $20.00. Unfortunately, the initial turnout was less than stellar, with only a dozen riders for the first ride and just one for the next.

Being new to the area and not knowing many people certainly didn't help. He realized that he needed something unique and appealing to boost attendance. After all, the aim was to collect hundreds of dollars each month, not just a single $20.00 note.

Inspired by the Belgian Cycling Tradition

Drawing on his past experiences as a professional cyclist, he contemplated on what could entice local club riders to join the event. "How about offering Liege wafels along with our pre-ride coffee?" he thought. The Belgian cycling tradition is quite strong, and their Spring Classics are akin to the charitable rides he was trying to organize. He remembered how these wafels were a delightful change from the usual energy bars during his cycling days.

Liege wafels seemed like the perfect choice. They were a novelty in the States, had a strong connection to cycling, and provided a tasty source of natural energy.

From Home Kitchen to Community Favorite

He and his roommate decided to make their first batch of Liege wafels for the upcoming ride. They tweaked the 18th-century recipe a bit, and with each subsequent ride, they saw an increase in participation and donations to local charities. By the fifth month, they had over 60 riders joining what they now called the "Supertraining ride," where Liege wafels were served at every event.

The wafels were such a hit that some riders even asked if they could purchase them. They offered the wafels on a pay-what-you-want basis, continually refining the recipe and delivering them freshly wrapped in parchment paper around town.

The Plant-Based Breakthrough

Curious about how plant-based versions would be received, they conducted blind tests with handmade "A" and "B" batches. To their surprise, customers either couldn't tell the difference or actually preferred the vegan versions made with flaxseed instead of eggs. Thus, the Original Liege Vafel recipe was born. Unlike the traditional Liege wafel, these Vafels had 40% less fat, ensuring they could be easily digested and would not leave you feeling sluggish. The goal was for Vafels to energize you, not make you feel lethargic.

Growing Beyond the Home Kitchen

After some persuasion, local coffee shops and outdoor gear stores agreed to stock the vegan Liege Vafels. By 2018, they were ready to move out of the home kitchen and began producing larger batches of 250 Vafels, compared to the initial small home batches of just 25 at a time. What started as a way to draw more riders to a charitable community bike ride had grown into something much bigger -- a real, mission-driven food brand built on European tradition, plant-based values, and a genuine love of the outdoors.