Our Team

The WaffleWaffle team is a close knit group. We each play a significant role in our growth, success, and relationships with everyone of our vendors, customers, and partners. WaffleWaffle is a happy place, and the happiness, health, and working environment for everyone on the WaffleWaffle team is instrumental in our goal of being a home and fun place to work and build a career. We are always working to be a better member of the community and an example for other socially responsible organizations.

Justin Samuels

CO-FOUNDER & COO/CFO

Justin Co-Founded WaffleWaffle with friend Sam Rockwell in the spring of 2009 while attending the University of Wisconsin-Madison and graduated with a BBA in Real Estate and Urban Economics.  Justin, quite simply, loves food — especially waffles.  Having tasted and experienced sweet and delicious waffles while traveling in Europe during college, Justin wanted to bring these tasty treats home for everyone to enjoy as well.  A big sports fan, Justin loves playing golf, the New York Yankees and the Wisconsin Badgers.

Justin’s favorite way to enjoy a WaffleWaffle:
Original WaffleWaffle with Ice Cream, Nutella, and cookie crunch topping.

Samuel Rockwell

CO-FOUNDER & CEO

Sam grew up in New Jersey and graduated with Honors from University of Wisconsin-Madison School of Business with a degree in Risk Management & Insurance. He is an avid soccer player, traveler, and born with his eyes in the sky, Sam trained for and obtained his pilots license in 2008. Through his travels and studies, he discovered a unique, sweet, and delicious type of waffle. He wanted to create a waffle that incorporates the best of the nostalgic Belgian waffle found on the streets of Europe with the flavors and ingredients we all love! His admiration for the product inspired Sam to venture into the “Waffle World,” where he Co-Founded WaffleWaffle in 2009.

Sam’s favorite way to enjoy a WaffleWaffle:
Chocolate Chip WaffleWaffle with Nutella, Powdered Sugar, & Whipped Cream

Bracken Abrams

PRESIDENT

After serving a tour in Iraq with the Army and a two-year mission in Peru, Bracken married his high school sweetheart.  He completed an undergraduate degree in Marketing at Brigham Young University and MBA at the University of Arkansas.  He spent five years working for multi-billion dollar food companies before joining the WaffleWaffle team in January 2017.  Bracken has four kids and loves staying active outdoors with his family.
 
Bracken’s favorite way to enjoy a WaffleWaffle: Buttery Vanilla waffle, straight out of the wrapper!

Gary Laney

Vice President of Product Innovation and Quality 

Gary has spent his career in the food industry as a brand or business development manager leading the new product development process for such household names as Ore-Ida™, Bagel Bites™, Rosetto™, Smart Ones™, and Jimmy Dean™.  He has also developed custom products for retailers such as Albertsons, Walmart, and Costco; and companies such as Heinz, Sara Lee, Chiquita, General Mills, Simplot and Schwan’s.  He graduated from Brigham Young University with a BA in communications and an MBA in marketing and operations.  He can often be found on snacking on a waffle on the ski slopes, wakeboarding, in the mountains, or on his bike.

Gary’s favorite way to enjoy a WaffleWaffle:  Cinnamon roll WaffleWaffle, straight from the bag or a quick microwave.  

Brian Samuels

DIRECTOR OF COMMERCIALIZATION 

After Majoring in Creative Writing and Journalism at Indiana University – Bloomington, Brian joined WaffleWaffle in the Spring of 2011. Brian is a huge New York Knicks and New York Giants fan, and an avid golfer and soccer player. In his spare time, he enjoys playing guitar and listening to music.

Brian’s favorite way to enjoy a WaffleWaffle: Chocolate-cocoa WaffleWaffle with whipped cream and coconut-shavings

Brittany Veres

MARKETING MANAGER

Brittany started out with the team as a summer intern and shortly after graduating from Ramapo College of New Jersey she joined the WaffleWaffle team full time. Brittany enjoys hiking with her dog Simba, skiing, and spreading the waffle love! 

Brittany’s favorite way to enjoy a WaffleWaffle: Chocolate Chip WaffleWaffle straight from the freezer, it’s like a giant chocolate chip cookie!

 

Gennaro Mirabella

FACILITIES & LOGISTICS ANALYST

A resident of Essex Fells, NJ, and once a 1989 draft pick by the Cleveland Indians. Gennaro joined WaffleWaffle in the summer of 2011. Gennaro has 2 beautiful daughters, Zoe(18) and Lily(15). He enjoys hiking, basketball, spending time with his family and waffles!

Julia Rossovsky

ASSOCIATE MARKETING MANAGER

Julia started her career as Digital Marketing Intern during her time at Ramapo College.  As a recent grad, she is now an official member of the WaffleWaffle team!  When not eating waffles, you can find Julia hanging out with her dog Archie and spending time with friends.  Fun fact: she is also fluent in Russian!  
 
Julia’s favorite way to WaffleWaffle: a BerryBerry Patriotic waffle straight out of the toaster. 

Grant Ramsey

DIRECTOR OF OPERATIONS

After graduating from Vanderbilt University with a degree in Human and Organizational Development and an emphasis in Corporate Strategy, Grant comes to the WaffleWaffle team after working for multiple private equity owned brands within the CPG industry. Grant enjoys spending time with his fiance, his family, the outdoors and the exploration of new and exciting foods.

Steven Candullo

OPERATIONS COORDINATOR

Following an extended summer internship with WaffleWaffle, as an administrative/ operations associate, Steven officially joins the team after recently graduating from Ramapo College of New Jersey. Either at work or out of the office, Steven relishes any chance to support the WaffleWaffle brand with the zeal of a hardcore waffle enthusiast. In his leisure time, Steven loves watching football (either college or professional), cheering on his New York Giants through the good, bad and ugly (especially the ugly) and appreciating the true blessings of life (waffles all day, everyday).  

Steven’s favorite way to enjoy a WaffleWaffle: a pack of traditional caramel or brownie batter stroopwafels, stack ‘em up and chomp ‘em down!   

Willy WaffleWaffle

VICE PRESIDENT OF PURE ENTERTAINMENT

After being taken out of the box he was sent in, Willy joined WaffleWaffle in the summer of 2012. Willy graduated with a Masters in Waffling. He enjoys Waffling at foods shows, demos, and grand openings. In his free time he continues Waffling, but also baths in chocolate syrup, ice cream, and occasionally puts sprinkles in there to spice things up. If you ever see Willy WaffleWaffle that means WaffleWaffle is in town!

 

Eric White

Corporate Executive Chef 

Eric White, CFSE, Eric started his culinary career as a line chef and worked his way up to be the sous chef for a private club, He has held culinary leadership positions with Basic American Foods, Firmenich, Inc., HB Specialty Foods and Archer Daniels Midland. Eric was an adjunct instructor at The Culinary Arts Institute at Richland Community College and was selected as Adjunct Professor of the Year and served as interim director for the program. Eric is a graduate of Le Cordon Bleu, a Certified Food Service Educator and a member of the Research Chefs Association
 
Eric’s favorite way to WaffleWaffle: a Cinnamon Roll waffle straight up!