OSBORN, Mo. (AP) — Local entrepreneurs in Kansas City are preparing special treats and merchandise to welcome supporters of defending World Cup champions Argentina and Algeria when they arrive for the tournament’s opening match on June 16.
Businesses like Hen House Markets and Betty Rae’s Ice Cream are among numerous small enterprises looking to increase sales and join the excitement as Kansas City serves as a host city for one of the planet’s most popular sporting competitions.
The grocery chain is developing tasting experiences based on countries visiting the Midwest during the summer tournament, while Betty Rae’s has created special flavors targeting supporters of teams that will compete at Arrowhead Stadium and establish training facilities in the region.
“I mean, anything that puts Kansas City on a stage is exciting for us. If Kansas City wins, we feel like we win,” said Matt Shatto, the owner of Betty Rae’s, which has been voted the city’s top ice cream shop for most of the past decade.
“There’s a lot of thought and conversation about how many people are going to come, and for us, it’s not about the people that are coming, necessarily,” Shatto said. “Our job at the end of the day is to take care of our customers. For those that can’t go to the World Cup games or FanFest, we want to bring those festivities to them in their local neighborhood through our scoop shops.”
Argentine supporters, including those following Lionel Messi, can enjoy a frozen interpretation of alfajores, the cookie-style treat beloved in Argentina. Betty Rae’s version incorporates a dulce de leche foundation with traditional pastry pieces blended throughout.
Fans from Algeria can sample a baklava-inspired creation featuring honey ice cream combined with phyllo dough and almonds.
“We have a number of interesting flavors that we’re going to be bringing out,” Shatto said.
Small enterprises routinely attempt to benefit from major athletic competitions that draw visitors nationally and internationally, whether it’s the Super Bowl or Olympic Games. While the World Cup began in 1930, this tournament stands apart as the first co-hosted by three countries: the United States, Mexico and Canada. FIFA anticipates generating record revenues exceeding $11 billion through an expanded 48-team structure, ticket purchases, corporate partnerships and merchandise deals.
Kansas City officials project more than 600,000 visitors throughout the summer tournament period, creating opportunities for enterprises of all sizes to profit.
Hen House, which is also stocking official World Cup products, and Betty Rae’s decided to develop flavors representing tournament participants. Shatto Milk Co., which continues traditional glass-bottle home deliveries, has introduced nine special flavors honoring teams coming to the Heartland.
Examples include orange chocolate representing Curacao, chai latte for England, and butter pecan celebrating the Netherlands.
“The restaurants and grocery stores are really on the bandwagon, and other people and other companies want to join in the fun,” said Barbara Shatto, whose family operates the century-old dairy farm that forms the company’s foundation. She is Matt Shatto’s mother.
“To have the World Cup being in Kansas City is tremendous for the economy,” she said, “but more, we can meet new friends from other countries and share things that we do in America. For just a little farm like us, they can learn how we make milk, butter, cheese and ice cream, and we can celebrate and learn from them.”
Sandlot Goods, a Kansas City company producing clothing and retro-style products, has launched its Summer of Soccer collection featuring shirts displaying “Kansas City” in the colors of Argentina, Algeria, England and the Netherlands—the four countries establishing training bases locally.
Three KC perhaps best represents the small businesses embracing World Cup excitement. Mathematics instructor Brendan Curran operates this clothing venture single-handedly, and his soccer-themed designs initially sold online have been adopted by multiple physical stores across the region.
“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 said. “I would love for visitors to pick up a piece of Kansas City while they are here.”
