Interview Catherine Wierda
Demand for sustainable milk is increasing
The demand for sustainable milk and regional products is steadily increasing, which means that the next phase has begun for the Fryske. The cheese brand is being expanded through a collaboration with Zijerveld. Catharinus Wierda about the original 'Frisian cheese' and the market value of sustainability.
The Fryske was put on the market in February 2017. How are the cheese sales going?
"We started with 1 farmer and have now grown to a second farmer. We are gradually growing the brand further. In time we hope to have room for more milk. The 2 farmers we currently have milk more than 200 cows together. and you can make a lot of cheese from that. The farmers receive a premium for the milk. We are still only small-scale and until now only active on the Frisian market."
You have entered into a partnership with Zijerveld, why?
"We will remain independent, but we will do the storage, sales and distribution together. Thanks to the collaboration with the largest cheese wholesaler in the Netherlands, sales can grow. In Friesland we do this at supermarkets, specialty stores and catering. In other provinces we focus with Zijerveld at the specialty cheese shops."
"In addition, we also want to cross the border; that has always been our ambition. The demand for regional, authentic products is growing (both in the Netherlands and abroad). We have a creamy whole milk cheese and can also tell a lot. no E numbers, the cheese is sustainable and we have a story about the Frisian landscape. So to expand sales, Zijerveld is a great platform with a very large reach of stores."
Which is more important for the success of cheese: the taste or the story?
"It always starts with the taste, but after that the story is really important. It is determined by the whole milk, but also by the bacterial culture and the rennet. For example, this is milk from cows that eat a relatively large amount of grass and grass silage; 180 days a year outside We are not yet VLOG certified (GMO-free), but we already meet the requirements. We don't source soy from South America at all, but look for it in regional sources."
FrieslandCampina has plans for the Toplijn Zuivel, how do you view that?
"From my background in sustainability, this is something I've wanted for years. With this step, sustainability becomes part of the quality of milk. During my time as a sustainability manager at Cono, I couldn't develop this. It got stuck at the cooperative point that every farmer gets the same for his milk, but then you do not recognize that sustainability is a quality that represents a value. You cannot reward the dairy farmers who do more. FrieslandCampina intends to do this."
There is sometimes some skepticism about the questions from the market regarding sustainable milk. What does the market development look like?
"I see that demand is increasing and I know that parties are looking, but can't get it yet. What exactly that sustainable milk is, however, still needs to be specified. As far as I'm concerned, it's about animal welfare, the environment and biodiversity. However, the multitude of subjects makes it complicated."
What do you expect to have achieved with cheese in 10 years' time?
"That's a difficult question. It could go either way, but the plan is to grow gradually and impose more every month. Then we'll see what happens and when a third farmer can join. That's the challenge in building a brand. High brand awareness and a good reputation should ultimately make the brand successful. A good example is the 'Opperdoezer Ronde', in which we have succeeded in linking taste and region. It is a beautiful brand that can only be produced there."
Herman van den Pol
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