Heartland was started over 20 years ago next to a trash container at a major amusement park... that's right, a trash container! Mary Steeb, the founder of the company, was talking to the Purchasing Director about the success they were having with one of her products, fresh baked waffle cones. An employee of the amusement park came out the back door of a nearby kiosk and threw two waffle bakers in the dumpster. Five minutes later, the employee returned and threw away two more waffle bakers. Mary had to find out what was going on and asked the Purchasing Director to explain. Here is what he said: As they say, the rest is history. Later that year, Heartland introduced a new Belgian waffle baker that included the following innovations: In addition, Heartland introduced the first add-water only Belgian waffle mix (the competitive mixes required the addition of eggs and melted butter). This new waffle mix also had a higher yield and a lower portion cost. Over the years, Heartland has been the innovative leader in the industry: Introduced the self-serve waffle program that is now used by thousands of universities and limited service hotels across the country You get the idea. Heartland is the innovative leader in the industry. We view ourselves as the competition and strive to improve all aspects of our products each and every year.