Peter and Mireille DeBeukelaer, Founders


An American Dream

Almost forty years ago, a man and a woman made a decision to raise their family and build their life in America, harnessing their skills, their passions and their sheer force of will to create a new company called Pirouline.

They built Pirouline with their bare hands (literally), pouring the bakery foundation, raising the walls, designing the equipment. They took the most famous of his family’s wonderful cookies and reinvented it for the American market, creating an experience no one here had ever had before and, along the way, a home for hundreds of American workers.

And in doing so, they honored the past, taking the legacy of Peter’s forefathers, and transforming it into a promise for tomorrow and a commitment to the team who will get us there.

This is what the American Dream looks like. It is simply the story of ordinary people coming together to build a better, richer, fuller life for themselves, and then inviting the next generation of dreamers to join them and share in that future.


A True Original

The famous Pirouline swirl is your reassurance that you are enjoying the original Pirouline rolled wafers, baked fresh every day right here in America. All of those other rolled wafers made in factories overseas (and shipped across the ocean in huge shipping containers) may try to look like Pirouline, but they don’t have our swirl. Or our fresh, delicious taste!

OUR people

The Real Magic Of Pirouline

As you meet the Pirouline team and listen to their stories, you hear variations of a single phrase, words that seem at first glance simple. But the more you hear it, the more you realize that it is the foundation for everything we are building here. The phrase you hear is, “I don’t think I’ll ever work anywhere else.” And what’s amazing is that the people you hear say it are not simply new and eager employees. They are team members who have been here five, ten, fifteen years or more. People who started at Pirouline thinking they were simply taking a job, who turned out to have something special, embracing what we stand for, excelling in their work and growing a job into a career.

Nothing is more important to Pirouline than the people who dedicate their days, and their careers, to delivering on all that we stand for, and finding ways to continually improve on our promise. By identifying their strengths, training them for growth, and rewarding them for their loyalty, we remain committed to the Pirouline team, and the future we can build together.

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