Hibbard's, Dick & Marie Smothers team for new custard collab benefiting Heart, Love & Soul

By Joshua Maloni

GM/Managing Editor

Two icons have teamed to support a local agency – and to make summer oh, so much sweeter!

Hibbard’s Frozen Custard has partnered with Dick Smothers on a special new flavor inspired by a Dutch treat. The dessert will debut this weekend. A portion of the proceeds will benefit Heart, Love & Soul – and $10,000 was already donated as part of the naming rights.

“Dick Smothers Stroopwafel” will be available Saturday and Sunday, and then as part of the rotating guest flavors joining the “core four” at Hibbard’s (chocolate, vanilla, black raspberry and pistachio are available daily).

At a recent charity event, “Mark Baetzhold from Heart, Love & Soul got a hold of me and said he was looking for something that might be able to raise some money for Heart, Love & Soul Food Pantry, and asked if there was, because of the Barenaked Ladies collaboration – whether that would be something that we would consider,” Hibbard’s proprietor Kris Trunzo explained. “And I said, ‘Sure, if it's going to raise some money for Heart, Love & Soul, we'd love to,’ never thinking how much money it would raise.”

Marie and Dick Smothers work to win custard naming rights at Hibbard’s. (Photo courtesy of Heart, Love & Soul)

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In fact, the custard naming outpaced other prize packages from notable Western New York donors including Russ Salvatore and the Buffalo Bills. Bidders were looking to join the Barenaked Ladies in having a signature recipe at Hibbard’s (the Canadian band helped launch “Big Barenaked Bang” in 2022).

Smothers, one-half of the iconic Smothers Brothers comedy act, and his wife, Marie, were “relentless,” Trunzo said, in their quest to obtain the prize. A bidding war ensued before the final offer of $10,000 was presented.

Following the event, “We brought them in, into the back room, and Dan, our manager, made up four or five different test models, and this just seemed to flow because it's called ‘Dick Smothers Stroopwafel,’ ” Trunzo said. “If anybody knows what a stroopwafel is, it's a very, very thin double waffle with a bunch of caramel in the middle – and that's this; this is caramel-based. We put waffle chips in it, and we put caramel cups in it.”

Dick Smothers gets a lesson in scooping from Hibbard’s Frozen Custard Manager Dan Buchner.

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“I couldn't be more pleased,” Dick Smothers said. “My wife is so involved in the community.”

Trunzo said, “We are so very grateful that you decided to collaborate with us on this great flavor.”

Smothers said, “The main thing is charity.”

Trunzo noted, “A portion of the proceeds will be going to Heart, Love & Soul every year.”

Executive Director Baetzhold said, "We are incredibly grateful to Dick and Marie Smothers for their extraordinary generosity and continued commitment to Heart, Love & Soul. Their support, along with the generosity of Hibbard's Frozen Custard and our Western New York community, helps us continue providing meals, resources and opportunities for our guests. This has been a fun partnership, and we can't wait for everyone to try the Smothers' signature flavor."

Dick and Marie have become adopted Lewistonians. He even served as a parade marshal at last year’s Niagara County Peach Festival.

“I found this jewel of a town,” Smothers said, and a place “with such a great community.

“I can't believe this little village. It is so precious.”

Smothers joked his custard flavor suggestions included sauerkraut and dill pickles.

“I have an odd sense of taste,” he quipped.

In all actuality, Smothers is a food service veteran.

“My first job, other than mowing lawns, was at McDonald's, and I was on malts,” he said. “I have a thing for malts and shakes and ice creams. I went up to French fries. Then I became a wrapper. They don't wrap (anymore). They got Styrofoam, you know? You have to have this coordination (to wrap).

“There's so many of us that have been in the service business. And then when you're a kid – I come here and I see these young people, and they're running and (working) and doing stuff, and they're learning how to deal with people,” Smothers said. “In and out, in and out, and that's a very good trait.”

Trunzo said, “Being opened, as we have for 87 years, we have people come that this was their first job – and they're 80-something.

“We’ve had couples meet each other here and get married, and bring their babies and set them on the counter because this was the first place they ever had custard.”

Smothers said, “The quality of life in a little village like this is so amazing.”

Family-owned and seasonally operated since 1939, Hibbard’s Frozen Custard is located at 105 Portage Road. For more information, specials and social media links, visit www.hibbardscustard.com/.

Dick Smothers is shown at the serving window outside of Hibbard’s Original Frozen Custard, alongside proprietor Kris Trunzo. Smothers and his wife, Marie, claimed naming rights for a new flavor – “Dick Smothers Stroopwafel” – debuting this weekend.

Heart, Love & Soul noted, “Dick and Marie Smothers, who served as co-chairs of Heart, Love & Soul's 2025 annual recognition dinner, returned this year as guests and patrons. They surprised everyone by purchasing one of the live auction packages for $10,000. The package, generously donated by Hibbard's Original Frozen Custard, gives the winning bidder the opportunity to create and name a custom frozen custard flavor that will be featured on Hibbard's menu.

“Hibbard's has been a committed supporter of Heart, Love & Soul for many years and kicked off the live auction by presenting the agency with an unexpected donation before auctioning the custard naming opportunity. We are all looking forward to seeing – and tasting – what delicious creation Mr. and Mrs. Smothers come up with.”