Before the culinary creations of Ashley Voss became cupboard staples in kitchens across the United States, Voss was unknowingly cultivating a love for all things baking and cooking at the kitchen counters of her grandmothers and mother as a young child growing up in Sully.
Voss, the daughter of Brent and Brenda Rolffs of Sully, grew up surrounded by ladies who were devoted to putting in the time and effort to feed their family wholesome and delicious meals and desserts.
“The women I had the privilege of learning from – my grandma Hackert, my grandma Rolffs, and my mom – they all spent lots of time in the kitchen. They didn’t think anything of feeding their family a homemade meal. I’m proud to have these examples,” said Voss of her earliest influences.
The dear women in Voss’s life shared their experiences of feeding large families, making mistakes as they learned, and utilizing seasonal produce from massive gardens they tended. Voss listened to these stories as she worked alongside her grandmothers and mother in the kitchen. She grew up appreciating the taste of a freshly picked, homegrown strawberry from the patch ripened by sunshine, helping make supper with items on hand for her family as a middle school student, and testing her abilities with easy recipes. Little did she know these early experiences in the kitchen would have such a huge impact in her adult life.
“My cooking influences let me ‘play’ in the kitchen as a child as often as possible. They gave me freedoms at a young age with easy recipes and encouraged me the entire way. The foundation of all that made me comfortable in the kitchen and not afraid to make mistakes,” said Voss.
Ashley Voss, the face and name behind Eten en Voeden food blog and the creator of a variety of dry mixes, holds the scissors at a November ribbon cutting ceremony hosted by Pella Area Community and Economic Alliance. Photo courtesy of PACE.
Voss graduated from Lynnville-Sully in 2005 and received her bachelor’s degree in design from the University of Minnesota. Six months after meeting, Voss and her husband Dave were married. Her busy work life at the time meant extended travel, leaving little time for any kind of cooking or baking. It was not until the couple welcomed their first child and Voss became a stay-at-home mother that her husband realized what a culinary genius she was. “My husband didn’t know I could cook!” joked Voss. “He tells my kids at least once a week they don’t know how good they got it, because they hit the lottery. He’s my biggest cheerleader and gets asked often how he doesn’t weigh 400 pounds.”
Today, Voss is the creator and face of Eten en Voeden, a popular food blog that has expanded to include an organic line of spice blends and dry mixes. Her additional job title was born after the couple’s second child was diagnosed with a severe dairy allergy as an infant. But, Voss’s passion for cooking, baking, and sharing her knowledge developed long before, thanks to the great influences in her life. Now armed with a personal mission in mind of tastefully fueling herself while meeting the needs of her son, Voss built up a pantry full of clean and organic foods to replace items she commonly used prior to her son’s birth. After experimenting with the clean ingredients, Voss soon came to realize her homemade items were not only beneficial for her son’s food intolerances, but tasted better and were healthier! The mother of three specifically recalls the joy her tastebuds experienced when she created a blend that satisfied a craving for her favorite BBQ chips, which she could no longer purchase from the store due to their lactose-based preservatives.
Voss shares this journey along with tried-and-true recipes, meal ideas, and pictures of eye-appealing, tastebud-tantalizing food on her blog, Eten en Voeden. The blog quickly grew a following, which she attributes to her “passion to create and be in the kitchen and share that with the world.” Shortly after the blog’s launch, requests came rolling in for Voss’s spice blends and dry mixes, which range from herby garlic dip and ranch seasoning to beer bread and pumpkin spice pancake dry mixes.
“The spice and mix portion of the business was created organically because I was getting asked to sell or provide what was on my blog,” said Voss. Eten en Voeden dry mixes and spice blends contain no chemicals, colors or dyes, preservatives, or unnecessary ingredients or additives like many store-bought items do. Voss recalls she “took matters into my own hands,” when creating her clean and organic mixes. “I researched, screwed up a lot, and created a lot during that time. I love sharing this with the world because it’s hard to find, and it does not need to be. My influences very much taught me to stray on purpose and just see what happens, and I feel like that’s when I’m the happiest and create the things I love to feed my family. There is something very therapeutic about focusing on simple, healthy, and organic ingredients that nourish well.”
Today, Voss operates her small business from her Pella residence and is working to grow her variety of mixes and blends, including gluten-free options, that are available for sale online at www.etenenvoeden.com (domestic shipping is available!) and at Sully Market and Locker. A location in Pella will soon be offering Voss’s products, and she delivers in Pella free of charge. Voss plans to have a booth at Pella’s Tulip Time Market in early May when she will offer a special Mother’s Day gift box, some newly launched items, as well as fun kitchen items.
Voss has a wealth of ideas she’d like to pursue and expand her offerings, but as a busy mom of three and the lack of an industrial kitchen, she is sticking to her popular spice blends and mixes. “Some day, I see that changing, not sure what that change will be, but that’s the beauty of it,” said Voss.
Until the time of expansion, Voss continues to experiment in the kitchen and share tips and recipes with followers on her blog. Just like her grandmothers and mother did for her, Voss is laying down a foundation for her own children that encourages them to be comfortable in the kitchen and not fear mistakes. “They will all know how to make all the sourdough things, smoke a variety of meats, can sauces and jellies, and make as many things homemade as possible before they leave my house. Thats my goal!” said Voss. Fortunately, those who follow her blog and indulge in Eten en Voeden’s delicious mixes
also get to delight in the sweet and savory concoctions that evolve when experimenting in the kitchen.
Editor’s note: The article below was written by Mary Mansfield of the Pella Area Community and Economic Alliance and shared with their permission.
From allergies to artisan, the Dutch Greeters recently welcomed Ashley Voss with a ribbon cutting. We heard her journey of bringing Eten en Voeden to life as she shared her story and samples of her amazing food!
Eten en Voeden is Dutch for “To Eat and To Feed,” and it’s a fitting name for Ashley’s business because well, that’s just what she does!! In the heart of our small town, where stories often unfold with the simplicity of everyday life, Ashley found her passion for crafting delicious and wholesome meals, treats, and dry goods. As the owner of Eten en Voeden, Ashley’s culinary journey began with a family challenge that transformed into a thriving food blog and line of delectable, shelf-stable products.
The roots of Eten en Voeden trace back to a pivotal moment in Ashley’s life when her son was born with a severe dairy allergy. Determined to provide him with the best nutrition, Ashley decided to change her own diet while nursing. The struggle to navigate confusing labels in stores led her to take matters into her own hands. “ I decided I was going to commit,” Ashley recalled. “From that, I started doing a lot of things on my own and really focused on just using simple ingredients.”
Ashley’s commitment to simplicity and quality ingredients didn't stop at her own kitchen. Encouraged by her husband, Dave Voss owner of Pella Glass & Home Improvement, Inc., she ventured into the world of food blogging, sharing her recipes with others. What started as a single how-to video quickly evolved into a platform for sharing her love of eating and creating in the kitchen. “My creative side needed an outlet. I love being a mom but I’ve been home with kids for five years, and I was searching for a way to fulfill my creative side. The food blog was a perfect outlet,” she explained.
As demands for Ashley’s recipes and creations grew, people began asking if they could purchase her products. With the support of her family, she transitioned from a home cook to a licensed kitchen, creating a line of dry goods. From spice and dips to breads and brownies, Ashley’s offerings were an instant hit both locally and online.
Eten en Voeden isn’t just a business for Ashley; it’s a way to bring the joy of homemade goods back into people’s lives. “I really wanted to develop something where people feel like they can easily make homemade meals for their families. It’s easy. It’s delicious. It’s full of things that are simple and good for you. No coloring. No preservatives. None of the chemical crap, which is so hard to find,” she passionately stated.
Ashley’s food blog (also named Eten en Voeden) is filled with free recipes accompanied by step-by-step videos and is a hub for those seeking homemade inspiration. She guides her audience through the process of each recipe with love and enthusiasm. “Being able to share that fulfills me. It fills my cup,” she beamed. And, Eten en Voeden isn’t just about Ashley; it’s a family endeavor. In her videos, her children are often seen with fingers in everything and spills galore, showcasing the reality of cooking with little ones. This sentimental journey mirrors Ashley’s own childhood, where her mom and grandmas allowed her creative freedom in the kitchen.
While Ashley dreams of one day owning a place in Downtown Pella, she acknowledges that it’s a long-term future goal. For now, her priority is being home with her kids, and Eten en Voeden allows her to balance both her passion and family life.
Where can you find Eten en Voeden? You can find Ashley’s blog and a wealth of delicious recipes on Instagram, Facebook, or by visiting www.etenenvoeden.com, where you can also click on a link to purchase the spice blends or dry mixes. Domestic shipping is available! Locals may also shop in store at Sully Locker and Market.
