By A.J. Flick
The company name may be Belgian Boys, in honor of two boyhood friends who couldn’t find beloved treats as adults in New York City, but “there was always a woman behind the boys,” said Anouck Gotlib, CEO of the Brooklyn startup.
“We were not going to change the name of the company,” said Gotlib, also a Belgian native who heads a company that employs more women than men. “Women work better, honestly.
“We do not actively recruit only women, but we have a lot of women on our team.”
Gotlib credits the inspiration behind Belgian Boys to quality products, the women-led team and passion for the company’s success, in addition to a balanced work life from the top on down to allow for family life.
“It’s having empathy and understanding. After 5 p.m., I’m not going to answer the phone, so shouldn’t anyone else on the team,” she said.
“And if you can’t have fun at it, it’s a problem. We don’t take ourselves too seriously.”
Gotlib’s work ethic and Belgian Boys’ success haven’t gone unnoticed. Gotlib was among 27 women business leaders chosen for the EY Entrepreneurial Women North America Class of 2021. For 14 years, the program has identified women entrepreneurs leading successful organizations. It provides access, advisers and resources to help grow their companies and become leading market innovators. Gotlib was the only food CPG leader to be selected.
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“Belgian Boys is on a mission to turn up the happy, one treat at a time,” according to EY. “From breakfast to after-dinner dessert, the business makes goodies that bring smiles to eaters of all ages. Belgian Boys delivers whimsical packaging, indulgent flavors and a healthy dose of fun to stores across the United States.”
“I was in shock,” Gotlib said, recalling when she heard about the honor. “They get me. I get them. It’s really nice and I’m very inspired to be with all of the other women.”
Gotlib doesn’t take full credit for Belgian Boys’ growth, giving kudos to the entire team.
“We’ve really grown in the past few years, especially the five before the pandemic,” she said. “We have amazingly talented people. When you’re surrounded by people smarter than you are, what you can do is learn from them.”
Innovation continues, which will be seen in February with the company’s signature product, Stroopwafel, getting upcycled.
“Usually there are a lot of crumbs that go to waste,” Gotlib said. “We took the crumbles and made them into new stroopwafels. We believe it’s one of our best products we’ve ever launched.”
Read the full story in the January issue of Gourmet News. Don’t miss out on stories like this by subscribing now!
