About Us

How We Began..

We go back to 1949 when our founder, Pete Marsoobian was newly discharged from the Army Air Corp in Paris, France. He then enrolled at the Le Cordon Bleu, School of Cooking in Paris. Pete actually became the second American to graduate from this prestigious school.

By the mid-fifties Pete had risen to the Master Chef Level and was co-founder of many new popular restaurant concepts, in the ‘50’s & ‘60’s.

After retiring, his next challenge, spurred on by his French wife, Francois, was to create a true Belgian Waffle, just like the ones he and his wife Francois enjoyed in France and Belgum, from the street venders. These old-world Gaufre’s would put Pete to the test.

He spent 3 years on the development of his Belgian Waffle formula, experimenting on several chef friends, who were of Belgian origin. When they all independently of each other said, ‘this is the one, even better than what we have had in Belgium”, Pete then locked down that formula, tweaking, here and there.

And, “Voila”, that is when The Beljour Brand Belgian Waffle Mix started baking these authentic, Old–World Pastry Waffles…Made in the USA from Select USA flours, Cane Sugar, Whole Dry Pasteurized Egg Powder, Ground Spice, Yeast and Flavors.

 No added preservatives, colors, emulsifiers, hydrogenated oils or Mono-Diglycerides.        

Our name, “BELJOUR” means “Beautiful for today” and our specialty waffle mix will delight your customers, friends and family, day or night!

With our BelJour Brand Mix, you can create beautiful Brussels style Belgian Waffle, that are light, crispy and delicious. It works great in any waffle baker. The batter is simple to make. You can even make fabulous Belgian Pancakes, or just add to your existing pancake mix, to make it better.

 Oh, did we mention that the baked waffles can be racked & reheated back in the baker, tasting as good or better than fresh, letting you serve faster than pancakes!  

For almost 50 years, only the finest restaurants, Hotels and Waffle Shops, mostly in California, have been using our BelJour Brand Waffle mix. But now we think any kitchen should be able to try us including yours.