Our History
Steenland’s Chocoladefabriek (‘Steenland’s Chocolate Factory’) owes its origin to the energy and vision of Gerard Theodore Steenland who in 1899 returned to his native town of Gouda to set up a retail bakery shop. He had, during the 1880's and 1890's, been Manager of Verkade Bakery in Zaandam during which period he learned the art of bakery management techniques. In those days bread, pastries, biscuits and sugar candies were made on the premises and sold in the shop front of the bakery. The affluence of the post-Great War period saw the introduction of chocolate into such retail bakeries.
Steenland after the great depression
The depression starting in 1927 brought huge unemployment, poverty and shortage of raw materials. Nevertheless, thanks to the family's sound vision, hard work and good quality products, Steenland’s Chocoladefabriek managed to survive and grow.
Some years ago video footage from 1936 was found in the archives which shows the Steenland store that was located in the centre of Gouda. You can find this video HERE.
Growth after the war
Gerard's sons Theo and Henk assumed responsibility for the running of the company in the mid 1940’s and, through their enterprise and the upholding of their father's firm belief in delivering quality products, the operation quickly expanded. More retail shops were opened and new products added, especially for the festive periods of Christmas and Easter. Sales of chocolate specialty items continued to grow and by the end of the 1940s a flourishing export business in Europe, USA and Japan had been built up.
Chocolate coin production
The production of quality chocolate coins started in 1968 and within a few years new premises had to be found as business continued to grow and increased production facilities were needed.
Exclusive focus on quality chocolate
From the late 1980s Gerard Theodore’s grandson Gerard took over the management of the company. In the mid 1990s Steenland abandoned the bakery side of the business to concentrate fully on chocolate products. In 2003 Steenland’s Chocoladefabriek BV became part of the Plain Vanilla Investments group of companies and was renamed Steenland Chocolate BV.
In December 2011 Halloren Schokoladenfabrik AG, Germany's oldest chocolate factory, has aquired full ownership of Steenland Chocolate B.V. Since then Steenland has operated as a independent subsidiary of Halloren Schokaldenfabrik. For more information about Halloren, please visit www.halloren.de
Disney license
In early 2004 Steenland Chocolate acquired the license to produce and distribute chocolate coins with Disney characters such as Winnie the Pooh, Mickey Mouse and Princess. Later licenses for Disney CARS and the Smurfs were added.
Expansion
In 2007 Steenland has taken over the activities of Georg Woltersdorf GmbH in Erkelenz, Germany.
