Residents across the north were shocked by the news that Vegter in Hoogezand was declaring bankruptcy. The factory makes the so-called “New Year’s Rolls”, a popular holiday treat in the Northern Netherlands.
The rolls are sweet, rolled up waffle wafers, similar to cannoli, that are typically served filled with whipped cream. The shape of the rolls symbolises the mysterious nature of the new year and how it will unfold.
The Vegter factory made a name for itself with the seasonal treat, but the company was unable to compete with other European cookie factories and fell on hard times. The New Year’s Rolls only represented a small portion of the factory’s total earnings.
But hope is not lost: at least 24 different parties have expressed serious interest in taking over the insolvent estate, including private companies who want to protect what they see as a beloved piece of Groningen’s heritage.