Bird-friendly cheese is looking for top segment on the shelf

"A product like this is good for the consumer and good for the image of dairy farming. We desperately need it. I hope it promotes competition for sustainability in the market and among retailers," he says.

Wierda is no stranger to the world of sustainable dairy and has The Fryske kaas put on the market. However, it was not Wierda who came to Plus with the offer, Plus itself came up with a demand for its own sustainable cheese. The concept was then worked out in concrete terms.

Nature inclusive
"We started from a 'nature-inclusive' business model in the development," says Wierda. "In consultation with the Vogelbescherming. The requirements for the farmers who participate in the concept have been developed in consultation with them. These requirements affect the entire agricultural business. For example, participating farmers must have 20% of their land under heavy nature management, they must have at least 180 days of grazing, are allowed to use virtually no glyphosate, except against some very difficult weed species and are not allowed to use phosphate fertilizers.  The recognition by Vogelbescherming Nederland is the main distinguishing feature for the cheese. There is such recognition for a few small cheese brands, Plus is the first for retail.

Extra farmers
Initially, the milk from the four suppliers of De Fryske is sufficient. Wierda: "They are good for about two RMOs of milk per week, but we want to double in the coming months and are looking for farmers who match our profile. Participating farmers receive a substantial plus on the regular milk price for their milk, which will be increased next year with more requirements. Although the cheese is now officially in the shops for the first time, cheese has already been produced for half a year, so there is some stock."