Photos: Suzanne and John’s Mom.
Fancy Liège waffle at the Burgundian in Attleboro, Massachusetts, the center of an Oprah-related controversy.
Probably bloggers Cook and Drink, among other readers who cook, will be too polite to scoff at my culinary ignorance, but I have always conflated Dutch pancakes with Belgian waffles.
I love Dutch pancakes — their egginess, the way they swim in butter and puff up like popovers in the required hot, hot oven. My latest mistake arose when I started reading about the Waffle Wars in Massachusetts and the Liège waffle (named for a city in Belgium) at the center of the controversy.
On Mother’s Day, my husband and I went with Suzanne’s family to check out one party to the controversy, the Burgundian in Attleboro, and I for one was expecting to taste something with a popover texture. Turns out Liège waffles have a more doughy, almost chewy, texture and are much sweeter. The web says they are made with a brioche-type batter, using yeast! (I found a recipe online at Karen’s Kitchen, here.) In any case, they were a hit with my family, if not what I expected.
Now you want to hear about the Waffle Wars and what it has to do with Oprah. Let’s turn to the website JD Supra.
“A Massachusetts waffle manufacturer, The Burgundian, recently filed a lawsuit alleging that a potential co-venturer, Eastern Standard Provisions, submitted its Liege waffles for inclusion on Oprah Winfrey’s annual ‘Favorite Things’ list without giving credit to Burgundian. Then, after Burgundian refused to sell its secret waffle recipe, Eastern Standard employed a ‘bait and switch’ by selling Liege waffles from a different company while touting Oprah’s endorsement of the Liege waffles made by Burgundian and enjoying the spoils of landing a spot on the coveted list.
“Burgundian’s owner, Shane Matlock, lacked any formal baking training and therefore developed his secret Liege waffle recipe through years of trial and error. Sensing the limits of ‘self-teaching,’ Mr. Matlock arranged to train with a master Liege waffle maker in Belgium. Mr. Matlock alleges that he was approached by Eastern Standard in 2021 to explore expanding its existing pretzel line with Liege waffles, and the two companies began exploring co-branding opportunities.
“Burgundian shared its secret waffle recipe after Eastern Standard signed a nondisclosure agreement. Eastern Standard’s pretzels had previously been selected as one of Oprah’s ‘Favorite Things’ and the two companies decided to pitch the waffles for Oprah’s 2021 list. Mr. Matlock personally prepared the waffles using his confidential recipe, which were later delivered to Oprah by Eastern Standard.
“Sensing that the waffles would be selected by Oprah for her 2021 list, Eastern Standard allegedly set out in bad faith to secure the rights to Burgundian’s waffle recipe by presenting a term sheet which, rather than proposing a co-branding relationship, contemplated a ‘recipe buy’ whereby Burgundian would sell its recipe to Eastern Standard and receive a royalty for each waffle sold.
“After Oprah selected Burgundian’s waffles to be included in her 2021 list, Burgundian and Eastern Standard’s negotiations broke down. Burgundian alleges that Eastern Standard abruptly terminated the parties’ relationship and threatened litigation against Burgundian. Eastern Standard claimed that it had decided to move forward using a waffle recipe developed by its ‘co-packer,’ which was different than Burgundian’s recipe. Burgundian alleges that the Liege waffles Eastern Standard is currently selling are not the same waffles that Mr. Matlock made and submitted to Oprah, although Eastern Standard continues to advertise its selection on the ‘Favorite Things’ list.
“After Burgundian brought suit in Massachusetts state court, Eastern Standard hit back with counterclaims against Burgundian and Mr. Matlock, alleging that they breached the parties’ NDA by publicly disclosing confidential information in the complaint. Eastern Standard also told a very different story about the parties’ relationship: it alleged that Eastern Standard negotiated in good faith to pursue a co-branding deal with Burgundian, but when Burgundian could not secure the necessary capital to secure such a deal, Eastern Standard was forced to move forward with a different manufacturer, using a different waffle recipe.” Oy, oy, oy. Punished for not raising capital.
Read more at JD Supra, here. And let me hear about your own waffle experiences.
Dutch pancake in cast iron pan I wish I still had after my move.