October 3, 2023
APPLETON – Aaron Vanden Heuvel said he was in sixth grade when he was introduced to the book “A Long Walk to Water,” which tells the true story of Salva Dut, one of the Lost Boys of Sudan who was separated from his family during the Sudanese Civil War.
Around the same time, Vanden Heuvel said his grandmother passed away.
Looking back, Vanden Heuvel said he never would have imagined that the story of Salva Dut and the memory of his grandmother would live on in conjunction with one another – serving as inspiration behind the start of his own business.
“(My grandma) made the best caramel rolls in the world, so I made some to put in her casket as a sending-off gift,” he said. “My mom posted a picture of me making these on Facebook, and one of my cousins asked if they could buy some.”
This, Vanden Heuvel said, sparked an idea.
“We thought we could sell my grandma’s caramel rolls to help raise money for Water for South Sudan – (an organization started by Dut to bring clean water to communities in South Sudan),” he said.
Soon after, Yum Yum Rolls – which aimed to raise money for Water for South Sudan – was established.
Ooey caramel goodness
Vanden Heuvel was just 11 years old when he started Yum Yum Rolls.
The biggest challenge of starting his business, the young entrepreneur said, was his age.
“I could not do everything…,” he said. “I had to get help from my parents. For safety, my mom does my social media work and she also dealt with the oven-baking part of (the rolls) because she didn’t want me getting hurt.”
Now that Vanden Heuvel is 14, he said he has taken over the baking of the rolls.
Taking advantage of Wisconsin’s cottage law, Yum Yum Rolls got its start in the family kitchen.
But, Michele Hepfler, Aaron’s mom, said he learned how to persevere quickly.
“After one year of starting Aaron’s business… we experienced a house fire,” she said. “We were not home for an entire year… (But) we still kept his business open… We’ve always taught our kids, ‘when life hands you lemons, you make lemonade.’”
Vanden Heuvel said they moved four times in the first month after the fire.
“I found out that baking in different ovens is quite the challenge, as it posed inconsistencies,” he said.
Eventually, Hepfler said, Yum Yum Rolls received a blessing in disguise.
Recently, Aaron Vanden Heuvel was invited out to Rochester, New York to celebrate the 20th anniversary of Water for South Sudan, where he met Salva Dut. Submitted Photo
“A local bakery, Artistic Cakes and Cookies, took us in (and allowed us to bake in their kitchen),” she said. “We have remained there because business is increasing.”
In fact, Hepfler said Vanden Heuvel recently baked 25 dozen rolls for Humana.
“It’s nice to have that big oven,” she said. “And (the owner) has been so wonderful, letting us work from that facility and not charging anything because she believes in what Aaron is doing and supports that.”
On Sundays from June through October, Vanden Heuvel said Yum Yum Rolls sets up shop at the Festival Foods’ Darboy farmers’ market from 7 a.m. until 1 p.m.
In the off months, Yum Yum Rolls takes weekly orders and sets a meeting place in the area for curbside pickup.
Vanden Hevuel said he will occasionally offer other pick up locations throughout the Northeast Wisconsin region.
Vanden Heuvel said the name of his business was inspired by a former foreign exchange student his family hosted.
“A few years ago, one of the students nicknamed me ‘Yum-Yum,’ and it stuck,” he said. “The name for the product was a no-brainer.”
As a business owner – who is also still a high school student – that perseverance has also served Vanden Heuvel well as he balances the demands of school, extracurricular activities and Yum Yum Rolls.
“Fortunately enough, I do not have practice or anything on Fridays and Saturdays,” he said. “Those two days I can prep for Sunday when I have the farmer’s market.”
The 14-year-old said he also works part-time at Tom’s Drive-in, but can align his schedule with the demands of Yum Yum Rolls.
Giving back
When Vanden Heuvel first started Yum Yum Rolls, he said he set a goal of taking a portion of the profits – $5 per dozen rolls – to raise $15,000 for a new water well for Water for South Sudan.
The young entrepreneur recently hit that goal and was invited to Rochester, New York, to celebrate Water for South Sudan’s 20th anniversary.
“It was awesome,” he said. “I got to meet the (top leadership) of Water for South Sudan – I got to meet Salva Dut… It was cool meeting those people I’ve worked together with – without really knowing (them) – for these past two years.”
Though Vanden Heuvel’s original goal with Yum Yum Rolls is complete, he said he has more work to do.
Now, Yum Yum Rolls is looking to raise $5,000 to send a child to the USA Patriots’ – a nonprofit organization that brings both athletic and veteran amputees together in order to encourage inclusive sport and therapeutic recreational activities – 2024 camp.
Once he meets that goal, Vanden Heuvel said he doesn’t have another organization lined up to fundraise for just yet – though he said the plan is to continue to donate to charitable causes.
“Right now, I don’t have another charity in mind, but over the course of the next $5,000, I’d like to find another one I can donate to,” he said.
Looking to the future
As Vanden Heuvel looks back at his first few years in business, he said raising $15,000 was “very rewarding.”
“I know I was able to help many people,” he said.
Becoming an entrepreneur at the age of 11, Vanden Heuvel said, has also been fulfilling.
“Owning a business in general is rewarding because I feel like I’ve started something that will help a lot of people, and it’s something I love doing at the same time,” he said.
With graduation nearing a few years away, Vanden Heuvel said he would like to continue Yum Yum Rolls throughout the rest of his high school career.
Aaron Vanden Heuvel
Vanden Heuvel said being a young entrepreneur is exactly what he’s meant to do.
“It’s the best,” he said. “I make my own schedule, establish my level of income and be my own boss. Yum Yum Rolls is giving me the opportunity to make and save money for college, so I may be able to graduate debt-free.”
Where he and Yum Yum Rolls go after high school, Vanden Heuvel said, depends.
“I want to go to the Culinary Institute of America and hopefully get my certification as a chef,” he said. “I might continue Yum Yum Rolls through college so I can continue baking, have a side hustle and hopefully have good income throughout college.”
As a young entrepreneur himself, Vanden Heuvel said he encourages others who have the interest to “go for it.”
“(Surround yourself with) people you know will support you, and do something you know you can build off of,” he said. “Do something you love.”
To learn more about Yum Yum Rolls, head to its Facebook page or reach out at yumyumrolls@yahoo.com.