I planned to grab one pastry and be back on the road. Then I saw the case, smelled the almond filling, and immediately stopped pretending I had that kind of self-control.
This small-town Iowa bakery has been tempting people for generations. Dutch letters, windmill cookies, apple pastries, breads, and cream-filled treats make choosing just one thing almost impossible.
Some bakery stops are worth rearranging a road trip for. When the box keeps getting heavier before you reach the register, you know you found one of them.
Fall only makes the whole thing better, especially when cool weather and warm pastry show up on the same small-town street.
A Franklin Street Counter With A Long Memory
My first clue that this place mattered was the crowd standing outside at 9 a.m. on a weekday, hands in jacket pockets, perfectly patient.
Jaarsma Bakery has been baking since 1898, when Dutch immigrant Harmon Jaarsma opened the business using recipes he brought from Holland.
The bakery moved to its present Franklin Street location in 1948, and the family tradition has continued through generations since then.
The storefront fits right into a downtown built with Dutch-inspired brickwork, tall gables, and shop windows that look polished even in drizzle.
Inside, the bakery side and the gift shop work together, so you can browse imported candies and Dutch-themed keepsakes while the line inches forward. What struck me most was how ordinary it all feels for locals.
People greet the staff by name, order familiar favorites, and head back to work. Visitors like me stand there reading labels, whispering questions, and eventually panic-ordering twice what we planned.
Prices stay reasonable for the quality, and the staff move fast without making anyone feel rushed.
You will find it at 727 Franklin St, Pella, IA 50219, right in the heart of town with street parking close by and a very walkable downtown around it.
Dutch Letters, The Pastry That Starts Arguments
Numerous reviews mention one thing, and it is not the coffee. It is the Dutch letter.
Picture flaky puff pastry rolled into the shape of an S and packed with almond paste that stays soft in the middle.
I bought two, told myself one was for the drive home, and finished both before I left the parking space.
The pastry shatters into buttery flakes the second you bite down, so keep a napkin handy or accept your fate.
The almond filling is rich without turning gritty, and the sweetness sits right at the edge of too much, which is exactly where it belongs in fall.
Why an S shape? The letter traditionally stood for Sinterklaas, and Dutch families baked letters as holiday gifts.
Here they bake them year-round, and the autumn months bring steady batches for road-trippers and holiday orders alike.
My honest advice: buy more than you think you need, because they travel well and keep for several days.
Several people in line ahead of me ordered six at a time, and now I understand that they were the smart ones.
Puff Pillows, Creme Horns, And Other Case Favorites
Beyond the famous letters sits a display case that can genuinely stall a decision-maker.
Puff pillows show up constantly in conversations, and after trying one I get it: airy pastry, soft filling, powdered sugar on my sweater for the rest of the day.
Creme horns have their own loyal following, and the apple rings feel practically built for October weather.
Strudel slices, coffee cakes, cinnamon rolls, and Bismarcks round out the sweet side, while the almond tart quietly steals attention from people who thought they only came for one thing.
A fair warning that comes up often: most items lean sweet. If you prefer a gentler finish, the breads and butter cookies balance things out nicely.
My strategy was simple. I picked one almond item, one cream item, and one fruit item, then split everything with my travel partner so we tasted six things instead of three.
Occasionally there is a freezer sale on Bismarcks for pocket change, which regulars watch for like a holiday.
Come hungry, come curious, and give yourself permission to point at something you cannot pronounce.
Cookies Built For Cool Weather And Hot Tea
Cookies here are not an afterthought stuffed in a jar by the register.
Windmill cookies bring that spiced, crisp snap that pairs perfectly with a mug of tea on a chilly afternoon.
Stroopwafels, those thin waffle rounds with caramel in the middle, soften beautifully when you rest one on top of a steaming cup.
I carried home a bag of the almond-filled butter cookies known locally as Andre’s, and they may be the sleeper hit of the entire counter.
Sugar cookies, goat legs, and S-letter cookies fill out the shelves, each with its own texture and personality.
Cookies also solve a practical problem for travelers. They pack flat, they survive a long drive, and they make excellent gifts for people who did not get to come along.
I stashed mine in the back seat and still had a decent supply three days later, which says something about how they are made.
If you want a taste of Dutch baking traditions without committing to a full pastry, start here.
Grab a small assortment, and let autumn afternoons take care of the rest.
The Line Is Real, And Honestly Kind Of Fun
Many reviews mention long lines, and yes, I waited about twenty minutes on a regular Tuesday.
The setup is smarter than it sounds. The line snakes through the shop, so you pass shelves of imported treats, keepsakes, and packaged goods while you wait.
By the time I reached the counter, I had already picked out a small gift and read every label twice.
Staff keep things moving quickly without barking orders, and they stay friendly even during the busiest stretches.
One thing worth knowing: the ordering setup means you sometimes commit before you have studied every display case up close.
My fix was easy. I checked the menu board and asked one question when it was my turn, and the person behind the counter happily pointed out which pastries held marzipan or almond paste.
If crowds make you tense, aim for an early weekday morning right after the 6 a.m. opening.
During the spring Tulip Time weekend, expect a line out the door and plan accordingly.
Treat the wait as part of the visit and it stops feeling like a wait at all.
Breads, Noodles, And The Savory Side Nobody Expects
Sweet stuff gets all the attention, but I walked out with bread and I would do it again.
Loaves line the shelves near the back, including almond bread that people order from across the country.
Fresh egg noodles also sit in the cooler, which surprised me until I remembered how much home cooking still happens in small Iowa towns.
Those noodles turn a plain pot of soup into something that tastes like a family recipe, and they cost far less than a fancy pastry.
Banket, the long almond-filled pastry roll, straddles the line between dessert and centerpiece, and it makes a strong gift for anyone with Dutch roots.
My bread slice at breakfast the next morning had a soft crumb and a sturdy crust, which told me it was baked, not warmed.
For anyone planning a fall dinner, this counter can quietly handle your rolls, your noodles, and your dessert in one stop.
I overheard a customer ordering bread by the armload for a family gathering, and that felt like the most honest endorsement possible.
Skip the savory shelves at your own risk.
A Gift Shop That Doubles As A Waiting Room
Half the fun happens before you ever reach the pastry counter.
The front section holds imported candies, Delft-style ceramics, wooden shoes, and small keepsakes that lean charming rather than tacky.
I found a tin of licorice I had never seen anywhere else and a magnet that now lives on my refrigerator as proof of the trip.
Prices range widely, so you can grab a one-dollar candy or something more substantial for a shelf at home.
Souvenir hunting while standing in line is a genuinely efficient use of time, and it keeps kids occupied too.
One tip from experience: the gift side and the bakery side operate as separate areas, so if you have a question about merchandise, ask on the merchandise side.
Wandering between the two can get confusing on a busy day.
Staff wear traditional Dutch-style clothing during peak seasons, which adds to the atmosphere without feeling staged.
I came for pastry and left with a bag of gifts I had not planned on, which is either great marketing or just a really well-stocked shop.
Either way, budget a few extra dollars.
Shipping Boxes To Texas, Mississippi, And Beyond
Here is the part that surprised me: you do not actually have to drive to Pella to taste any of this.
The bakery ships nationwide, and plenty of people order Dutch letters, almond bread, and banket for holidays and birthdays.
Customers in Texas and Mississippi have received boxes in good shape, even during hot months, which says a lot about the packing.
Goldbelly carries their products too, so the reach goes well past the county line.
Calling ahead works well if you have questions, and the staff will suggest additions you might not have considered.
For anyone with family roots in the area, a shipped box carries a lot of meaning, especially around the holidays.
I sent a small assortment to a relative who grew up nearby, and the phone call I got back was worth more than the shipping cost.
My only suggestion is to order early during November and December, since that stretch gets busy fast.
Fresh pastry mailed across the country should not work this well, yet somehow it does.
Timing, Parking, And Smart Visiting Tips
A little planning turns a good bakery stop into a great one.
Doors open at 6 a.m. Monday through Saturday and close at 6 p.m., and the bakery stays closed on Sundays for religious reasons, so build your trip around that.
Early mornings bring the fullest cases and the shortest waits, while mid-morning on weekends brings the biggest crowds.
Street parking sits close by, and the surrounding downtown is easy to explore on foot once your box is safely stashed in the car.
There is no seating inside, so plan to eat in the car, on a bench, or back at your hotel.
Bring a card or cash, and set a loose budget, because it is genuinely easy to spend far more than you intended once the case comes into view.
Autumn visits have a real advantage: cooler air keeps pastry fillings firm, and the downtown looks sharp under October light.
Pair the stop with a walk around the square and you have an easy half-day outing.
The drive home tastes a lot better with a white box riding shotgun.