As the World Cup brings a global spotlight to Kansas City this summer, small, locally owned businesses are crafting unique flavors and merchandise to cater to international fans and boost their own bottom lines. With defending champion Argentina and Algeria opening the tournament on June 16 at Arrowhead Stadium, local entrepreneurs are hoping to capture a taste of home for visitors.
Local Flavors Inspired by Competing Nations
Hen House Markets and Betty Rae's Ice Cream are among dozens of small businesses participating in the World Cup festivities. Hen House offers taste flights inspired by the nations coming to the Midwest, while Betty Rae's has created special ice cream flavors for teams based in the area. Matt Shatto, owner of Betty Rae's, which has been voted Kansas City's top ice cream shop for most of the past decade, said, "Anything that puts Kansas City on a stage is exciting for us. If Kansas City wins, we feel like we win."
For Argentina fans, Betty Rae's serves a dulce de leche-based ice cream with pieces of alfajores, a traditional biscuit confection. For Algeria supporters, a baklava-inspired flavor with honey ice cream, phyllo dough, and almonds is available. "We have a number of interesting flavors that we're going to be bringing out," Shatto added.
Family-Owned Dairy Joins the Fun
Shatto Milk Co., a century-old family farm run by Barbara Shatto, Matt's mother, has also joined the effort. The company, known for weekly porch deliveries in glass bottles, has created nine commemorative flavors for teams heading to the Heartland. Examples include orange chocolate for Curacao, chai latte for England, and butter pecan for the Netherlands. "To have the World Cup in Kansas City is tremendous for the economy," Barbara Shatto said. "But more, we can meet new friends from other countries and share things that we do in America."
Apparel and Merchandise for Soccer Fans
Sandlot Goods, a local apparel company producing vintage-style offerings, has launched its Summer of Soccer line. The shirts feature "Kansas City" across the front in the colors of Argentina, Algeria, England, and the Netherlands—the four nations with base camps in the area. Brendan Curran, a math teacher who runs Sandlot Goods as a one-man operation, said his designs have been picked up by several brick-and-mortar shops. "Shops were pretty pleased with the first run of shirts and they have ordered more, so that bodes well as the World Cup approaches," Curran noted. "I would love for visitors to pick up a piece of Kansas City while they are here."
The World Cup, which dates to 1930, is expected to generate a record $11 billion in revenue, thanks to an expanded 48-team format, ticket sales, sponsorships, and licensing. Local organizers anticipate more than 600,000 visitors to Kansas City over the summer, providing a significant opportunity for small businesses to capitalize on the global event.
