News Milk
FrieslandCampina subsidiary Zijerveld is now called Velder
FrieslandCampina subsidiary Zijerveld will from now on go through life as Velder. The company has announced this. This removes any reference to the company's history. According to CEO Joris Vogelpoel, the name change is related to a new phase in the development of the company.
The change marks a new chapter in the development of a traditional cheese trade into a supplier with high-quality cheese concepts, with its own ripening and packaging location, according to the announcement. Vogelpoel: "We represent all links in the world of cheese, from the pasture to the distribution of our products. It reflects our vision of the cheese sector and our pursuit of top quality within every step of our chain." The name change is accompanied by an extensive campaign to immediately publicize the transition, including with a video on social media.
Zijerveld Cheese was purchased by FrieslandCampina from the Zijerveld brothers in 2013. This was a complicated purchase, with payment in phases and various lawsuits surrounding its settlement. Matthieu Zijerveld, one of the sellers, also founded a new cheese trading company in 2016: MAAZ. This has a completely different name, but for the dairy world two 'Zijervelds' remained active, because which company is meant: Zijerveld, which is owned by FrieslandCampina, or Zijerveld, which is called MAAZ? This continues to cause confusion to this day. Velder's press release does not mention this, but the new name also closes a piece of history.
Klaas van der Horst
© DCA Market Intelligence. This market information is subject to copyright. It is not permitted to reproduce, distribute, disseminate or make the content available to third parties for compensation, in any form, without the express written permission of DCA Market Intelligence.