Dutch Raw Milk Cheese Project Group 1

Dutch Raw Milk Cheese Project supported by Slow Food
Part 1 International Market research

By: Humeira Amini S1039234 Tessa Baas S1037305 Ewelina Kozowska - S1052006 Rick van Duursen - S1030511 Paul Connolly S1055220 Yannick Mulamba S1056091 Class: Teacher: Date: IBS2A Project group number 1 Mr. A.J. Janssens 30 January 2012
Dutch Raw Milk Cheese Project supported by Slow Food Part 1 International Market research
Executive summary
This report was commissioned to examine the Belgian market and give recommendations to Slow Food Netherlands on how can they successfully support Dutch producers of raw milk cheese in marketing their products in Belgium. It provides analyses and evaluation of the Belgian market in the context of selling Dutch raw milk cheese. The macro analysis was done to examine the current country situation, important issues concerning raw milk cheese, cultural differences between Dutch and Belgians and other relevant dimensions like the image of Holland or Slow Food Organization in Belgium. To get more in depth of the problem a meso analysis was carried out. In this part the reader is confronted with problems like competitors of Dutch raw milk producers on the Belgian market, export barriers, possible consumer segments or distribution channels. Also cheese shops motivations for selling and consumers motivations for buying are examined as well as main publications or social participants researched. To develop a persona one most promising target group was chosen and its motivations for buying Dutch raw milk cheese described. Results of the macro analysis show that Belgium is strong and developed country with many market possibilities. It has problem with ageing population like almost every West European country but its largest population group 33-50 is actually most promising for buying raw milk cheese. Both Belgium and Netherlands are members of euro zone what makes trade between those countries even easier with the same currency and free movement of goods principle. There are also no serious issues concerning raw milk cheese in Belgium or its doesnt pose any stricter rules on its exporters than EU. The neighborhood of the countries is an additional benefit as it reduces transportation costs. Cultural differences between Dutch and Belgians like Belgians being a culture with stronger uncertainty avoidance or feminine culture can be actually an opportunity . Belgians pay more attention to quality and taste than price what is important in case of quite expensive product like raw milk cheese. The only drawback resulting from the differences is their choosing more local and well-known products. Dutch cheese unfortunately are not very well-known in Belgium and its the result of French cultures influence in Belgium. French cheeses are being more often promoted in restaurants and supermarkets (which are often French-owned) than Dutch raw-milk ones. Slow Food in Belgium has ten local chapters and organizes several campaigns to involve people in slow food idea but by the look of their website and scarcity of information media it can be judged that not many people know of their activity. The review of the meso dimension revealed that there are no important obstacles for exporting Dutch raw milk cheese to Belgium because its trade within EU which means without barriers. Indicated distribution channels include wholesalers like for example Jan DuPon Kaasimport which is Flemish direct importer of cheeses with its own distribution centre and logistics park. Beside that Dutch cheese can be sold to supermarkets like Colruyt or Carrefour which are popular chains in Belgium, specialized cheese shops and delicatessen, bio shops, markets and online. Main motivations for cheese shops to sell Dutch Raw Milk cheese revealed to be its high quality and unique taste what Belgian consumers value so much. This love to high quality and taste of food results in general positive attitude towards raw milk cheese. Research showed that many Belgians, 2
especially families, value it also for its health properties. Slight differences in consumption between regions occurred- Flemings consume more raw milk cheese than other Belgians. In the Walloon region raw milk cheese consumption meets the countries average but with this region being the poorest, the hygiene risks are a bigger concern. Based on those consumption habits and deeper analysis of Belgian society consumer segments are described according to region, age, lifestyle and other criteria. Unfortunately there appeared to be quite strong competition from local farmers and cheese makers that are so many in Belgium, especially in Wallonia where tradition of making cheese is highly developed. Main publications related to consumers and distribution channels seem to be just door to door magazines or reports published by consumer panels like Crioc or Nielsen. There are several big associations regarding the raw milk cheese market such as the BCZ-CBL and the UDCF-UZKK- which represents a large group of small scale producers protecting the artisanal cheese from extinction. Media such as Linkedin is often used to communicate between independent producers. The places of the meetings are also special events organized by European Farmhouse Cheese makers or trade fairs like Vitasana or Travola. Result of specifying consumer segments is in the last part identification of the target group and its reasons for buying Dutch raw milk cheese. Based on this target group is also persona characterized. The report exhibits that despite difficulties indicated like strong competition from local producers or cultural differences, Belgian market can be promising for Dutch raw milk producers. Those opportunities can be exploited by targeting the right consumer group which as suggested are Flanders inhabitants age 30-50, middle class or upper middle class, educated, consciuos about health and diet and making well-considered purchasing choices. It can be achieved also by choosing the right distribution channels as mentioned earlier and more brodaly decribed in the report. Best way of popularization Dutch raw milk cheese and this way increasing sales in country like Belgium is using social media and participating in trade fairs or event organized by cheese associations.
Table of contents
Introduction............................................................................................................................................. 5 Part A Macro............................................................................................................................................ 6 A.1. What are the relevant macro economical factors relevant to (raw milk) cheese in this country (Use DESTEP) .......................................................................................................................... 6 A.2. Raw milk cheese import regulations ....................................................................................... 7
A.3. Overview of the current main cheese / food production consumption related issues in Belgium ................................................................................................................................................ 9 A.4. Attitude towards (artisanal high quality) food in general ..................................................... 12
A.5. Find out cultural differences which could be relevant for the way to best promote raw milk cheese (Use the Hofstede model ) .................................................................................................... 13 A.6. What is the emotional image of Holland with respect to cheese with the target groups (Country of Origin image) .................................................................................................................. 15 A.7. How is the NGO Slow Food perceived in Belgium ................................................................ 15
Part B Meso ........................................................................................................................................... 17 B.1. B.2. B.3. Current export barriers with Dutch raw milk cheese farmers .............................................. 17 What are the consumer market segments for raw milk cheese ........................................... 19 Who are the competitors ...................................................................................................... 26
B.4. What distribution channels for raw milk cheese are available, (cheese shops, delicatessen, restaurants, cooking clubs, webshops) ............................................................................................. 28 B.5. B.6. B.7. What are the motivations for cheese shops to sell Dutch Raw Milk cheese ........................ 32 Consumers attitudes towards raw milk cheese, buying, shopping , cooking, eating .......... 33 What are the main publications relevant to the consumer or distribution channels........... 34
B.8. Are there any societal participants: media, platforms, networks, partnerships relevant to raw milk cheese (like the specialist cheese association SCA) ........................................................... 35 B.9. Where and how do the participants meet each other: events, online networks, social media 37
Part C Individual motivation for buying raw milk cheese ..................................................................... 38 C.1. Choose one promising potential consumer target group for Dutch raw milk cheese, describe motivations for buying........................................................................................................ 38 C.2. Develop a persona based on research .................................................................................. 39
Part D Final Conclusions and recommendations .................................................................................. 40 Appendices ............................................................................................................................................ 42 1. 2. List of sources ............................................................................................................................ 43 Project contract ......................................................................................................................... 46 4
Introduction
The Netherlands is a country that historically is associated with cheese. Dutch soil was and is preeminently suitable for cattle-breeding and their remains have been found in the northern part of the Netherlands dating back to 1600 B.C. In Friesland in the north of The Netherlands, pots and vessels were discovered which indicate that as early as two centuries B.C., cheese was being made there. An extensive trade has existed since the Middle Ages. Around the year 1100 Dutch bargemen paid their tolls in cheese at Koblenz in Germany. In bills of the city of Rotterdam dating back to 1426, mention is made of the profession of `caescoper' (cheesemonger). In 1266 the City of Haarlem obtained the right to hold a dairy market. In 1303, Leyden was next, Oudewater in 1326 and Alkmaar in 1365. For centuries cheese making was a craft usually undertaken by women. Using only raw milk from their farm and other natural ingredients. Thanks to industrialization and innovations in the cheese making process nowadays over 98% of all Dutch cheese is produced in modern creameries. To be able to produce vast quantities of bulk Dutch cheese they pasteurize and homogenize the raw milk from the farm before using it in cheese production. The advantage is an enormous quantity of cheese of predictable quality against affordable prices. The economies of scale of producing cheese in large factories allows the use modern marketing techniques to brand their cheese . Distribution is usually via supermarkets. However, the disadvantage of bulk production of cheese is that the taste quality of cheese is disappearing. Luckily there are about 400 small Dutch farmers who still produce real artisanal cheese on their farm. Using only natural ingredients which are not treated like unpasteurized raw milk. The cheese of these small farmers often has an excellent taste quality. Unfortunately the scale of their operation is too small to be able to afford marketing expertise. Most farmers sell their cheeses locally. They do not have the resources to investigate the export possibilities. That is where Slow Food comes in. Slow Food is a global, grassroots organization with supporters in 150 countries around the world who are linking the pleasure of good food with a commitment to their community and the environment. A non-profit member-supported association, Slow Food was founded in 1989 to counter the rise of fast food and fast life, the disappearance of local food traditions and peoples dwindling interest in the food they eat, where it comes from, how it tastes and how our food choices affect the rest of the world. How can Slow Food successfully support Dutch producers of raw milk cheese in marketing their products in Belgium This question covers the entire report. Slow Food wants to support the Dutch producers of raw milk cheese selling their product in Belgium. This report consists of several parts which will provide information, tips and advice on this problem. In order to find these best selling opportunities the entire Belgian market was researched.
Part A Macro
A.1. What are the relevant macro-economic factors relevant to (raw milk) cheese in this country (Use DESTEP)
Demographic The demographic part of this analysis is to find out the growth, size and structure of the market within the country. These factors are very important. For example if the population rate is going down, your demand probably goes down too. Or if the rate of babys is going up in a year, the demand to children clothing and baby food is going up. Belgium Population Age Gender Household 10,431,477 inhabitants (July 2011 ((cia.gov)) The largest group are 35 to 55 year old. There are about the same amount of men and women in the country The population of Belgium is decreasing. The Average family composition is 2,07. This means on average a family will get less than one child. About 10% of the population in Belgium is foreigner. Most of the foreigners come from southern Europe, United Kingdom, Poland, Turkey and Morocco.
Origin
The threat is the fact that the population is decreasing, this will have effects on the demand. The company should focus on the largest group; the 35-55 year old. This could actually become a strength, as people in this category -on average- will often spend more money on diners and qualitative foods and products. Economic The national income and international developments are playing a big role in the how big the sale of products are. The currencies are changing constantly. Belgium Purchasing power GNP Unemployment rate Inflation Disposable income Cyclicality Approximately 28,645 euros per capita per year (see: link list) Approximately 312 billion euros (see: link list) 8.4% (2010, Statbel) 2.0% (2012 forecast, euromonitor) 240,913 euros per year (2012 forecast, euromonitor) The current financial crisis is playing a role in effecting the sale of products.
The Netherlands & Worldwide Currency Euros (The Netherlands & Belgium) (1 euro = 1.31 US$. (15-2-2012, www.valuta.nl)) Social The trend of this moment is that consumers are having more and more power in the demand. That is the reason why analysing the behaviour of the consumers is very important. To map these factors, an analysis of the following points of the social-cultural variable is executed:
Belgium Values and norms
Behaviour Level of education Religion Lifestyle
Strong power distance. Belgians are more racist and loyal to what they know than the Dutch people. They like to keep things the way they are. Belgians have a harder time in adapting. Compared to The Netherlands, old-fashioned. Belgians attach high value to trust and loyalty. Lunch and dinnertime are important. High, good quality of education. A lot of attention is paid to the children and students. Mostly Catholic Very social, visiting bars and restaurants often. Belgians do not spend a lot of time at home. Overall they work less compared to Holland, because they spend more time in networking and business relationships by having lunches etcetera.
Ecological The ecologic variables relate to environmental regulation, good and responsible social marketing concepts, labels for products (for example, products that are not tested on animals). Check the following points to analyse the ecological variable: Belgium & Netherlands Safety & The Netherlands and Belgium could differ from legislation etc. concerning sustainability safety and environmental issues. Even though, parts of the law and regulations especially for safety and environment- are controlled by the European Union. Climate The climate in Belgium does not differ so much from the Dutch climate. This will not influence on the sale or export of the raw milk cheese. Political The political variables relate to law and legislation, regulations and other political measures. Belgium & Netherlands When trading between Belgium and The Netherlands, not too many obstacles will occur. Because both countries are member of the European Union, which means that there is a free movements of goods between the EU member states. The producers of the goods, in this case raw milk cheese, must follow certain minimum regulations. These regulations will be explained in PART A.2. Import regulations. (www.europa.eu) Soon milk producers will have a better negotiating position with their customers. The price they will get for their milk will probably increase. This could mean that the raw milk cheese will also become more expensive. (15-2-2012 www.nu.nl)
A.2.
Raw milk cheese import regulations
Belgium like The Netherlands is an EU member so there is a free movement of goods between those two. Free movement of goods without the need to harmonise Member States' national legislation is guaranteed by the mutual recognition principle. That means that goods which are lawfully produced in one Member State cannot be banned from sale on the territory of another Member State, even if they are produced to technical or quality specifications different from those applied to its own products. The only exception allowed - overriding general interest such as health, consumer or environment protection - is subject to strict conditions.1
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http://europa.eu/legislation_summaries/internal_market/single_market_for_goods/free_movement_goods_general_fra mework/l21001b_en.htm, retrieved 11.02.12
In case of raw milk cheese the first European directive dates from 1992 (92/46/EEC) and has been followed by a number of regulations (852/2004, 853/2004, 2073/2005, 2074/2005). The production of raw-milk cheeses was allowed, as long as certain minimum requirements were met. Each European Union member state must follow these minimum regulations, but they can also establish stricter measures. Belgium doesnt pose any stricter measures what means that it follows basic requirements established by the EU for producing raw-milk cheeses and so does Holland and. Those are: Raw material The milk must come from animals that have no symptoms of infectious diseases that can be transmitted to humans through milk (in particular it must come from farms officially free from brucellosis and tuberculosis), that are healthy and that have not been given unauthorized substances or products, and minimum suspension times must have been respected. The bacterial count allowed for raw cow's milk is a maximum of 100,000 bacteria per ml (measured at 30C). The bacterial count allowed for raw milk from other animals is a maximum of 500,000 bacteria per ml (measured at 30C). In the case of cow's milk, the somatic cell count is also measured, and the maximum allowed is 400,000 cells per ml. If these minimum requirements are not respected, producers have three months to identify and resolve the problem. After this period, depending on the country, the producers either cannot continue to sell or process the milk, or they can use it only for specific products (or to make pasteurized cheeses or raw-milk cheeses aged for at least 60 days). If the milk is not processed within two hours of milking, it must immediately be stored in a clean place and chilled to a temperature below 8C (in case of daily milking) or below 6C (when milking is not carried out daily).
Processing facilities The facilities must be clean, undergo regular maintenance and be kept in good conditions. The design, construction and location of the facilities must allow proper maintenance, cleaning and/or disinfection, avoiding or reducing to the minimum any air-borne contamination and ensuring a work space that allows all operations to be carried out in hygienic conditions. A sufficient number of toilets must be available, connected to a suitable disposal system, which must not discharge directly to where food is being processed, and a sufficient number of sinks, properly located and signposted for hand washing. Floors, walls, ceilings, doors and windows must be kept in good condition, be easy to clean and, if necessary, to disinfect. This requires the use of resistant, non-absorbent, washable and non-toxic materials. All the surfaces, including equipment surfaces, in the area where food is processed and particularly those that come into contact with food must be kept in good condition and be easy to clean and, if necessary, to disinfect. Therefore they must be made from smooth, washable, corrosion-resistant and non-toxic materials. Exceptions
Member states can grant exceptions regarding processing facilities and materials to businesses that produce traditional cheeses (PDO, IGT, PAT - Prodotti Agroalimentari Tradizionali, traditional food products). If the environment contributes to the development of the cheese's characteristics, the facilities can have walls, ceilings and doors not made from smooth, impermeable, non-absorbent, corrosionresistant materials and natural geological walls, ceilings and floors. The same applies to the materials used for the tools and equipment for the preparation and packaging of the cheeses. Recognition and registration Businesses that produce, process, transport, store and sell products of animal origin must be either registered or recognized. Registration allows sales at a local level. Recognition replaces the old EEC stamp and allows sales to other retailers, abroad, etc., without geographical limitations. The procedures for obtaining registration are slightly simpler. Recognition involves more frequent inspections by the health authorities. Microbiological characteristics of raw-milk cheese Moving on from milk to cheese, it is necessary to guarantee the following through regular analyses: - the absence of Listeria monocytogenes - the absence of Salmonella - the absence of staphylococcal enterotoxins - the control of the presence of bacteria indicating poor hygiene (Escherichia coli and coagulase-negative staphylococci) Labels The label (packaging, document, placard, label, ring or band) that accompanies products made from raw milk must clearly indicate "made with raw milk."2
A.3. Overview of the current main cheese / food production consumption related issues in Belgium
In this chapter, an clear overview will be drawn of the current and latest main cheese and or food productions related issues in Belgium. This overview contains multiple figures illustrating the total amount of cheese consumed and produced in Belgium. Also, the import and export of cheese of Belgium together with the investments will be described. Even more importantly, certain developments, trends and insights on the dairy sector in general and the cheese market in Belgium particularly will be mentioned later on in this chapter. This overview will be based on information published by the Belgian Confederation of the Dairy Sector. This source will be mainly used on figures, recent trends and cheese production/consumption related issues in Belgium particularly. Notable developments on the dairy sector in general and the cheese sector all over the worldwide are published on the website of the International Dairy Sector. This website publishes annual figures, latest trends and recent developments on the dairy sector of the entire world.
http://www.slowfood.com/rawmilk/eng/52/europe, retrieved 11.02.12
Figure 1: Cheese production 2008-2010 in Belgium. (in tons)

80,000 60,000 40,000 20,000 0 2008 2009 2010 9,559 9,875 11,242 65,664 56,105 68,300 58,245 70,517 59,275 Fresh Cheese Natural Cheese Total
According to this figure published by the BCZ, that the overall production of cheese in Belgium has increased by 3,2%. Only the cheddar cheese took an enormous downfall of 22,8%. The hard and halfhard cheese, manufactured with raw milk cheese, increased with 0,6% in 2010. Figure 2: Cheese consumption in Belgium per person (in kg)
18 16 14 12 10 8 6 4 2 0 2008 2009 2010 3.9 1.3 3.7 1.3 3.7 1.2 10.5 10.6 11 Smeltkaas Fresh cheese Other cheeses Total 15.7 15.6 15.9
According to this figure, the total amount of cheese consumption per person increased with 1,9%. Processed cheese decreased tremendously with 7,7%. Other figures of the dairy consumption per person show that the consumption of milk and sour increase, while the consumption of yoghurt decreases. The rate of butter stays stabile since 2005. More important is that this figure is indicating that cheese consumed in Belgium is showing a positive trend. There has been a switch from the production of cheddar to Gouda. As you can see Gouda cheese increased with 22,2%. Raw milk is dangerous for health. In 2010-2011, the FAVV (Federal Agency of the safety of the food chain) published a thread saying that raw milk cheese may cause some sort of fever and may damage the health of ones person. In
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some cases, contaminations of raw milk cheese products are confirmed in the Netherlands. However, the FAVV does state that it this has a very small risk and it is only a minor problem. 3
Hygiene and safety Q-fever The Q-fever, better known as the Coxiella Burnetti is endemic in Belgium, according to the FAVV. But rarely leads to severe problems. The FAVV has started a programme monitoring and safeguarding both milk sheep and goats producing companies. This helps estimating the current state of the fever in Belgium. The FAVV monitors companies by checking the tanks where the milk is conserved in. The presence of the fever had been shown in several companies by checking the tanks. These producers had to pasteurize all their milk in order to kill the bacteria that cause the fever. Certified IKM producers in Belgium The IKM-certificate 4 secures producers of dairy products meet the standards. In Wallonia, the number of certified IKM producers decreased with 2,4% in 2010. The amount of certified IKM producers in other provinces such as Flanders and Antwerp stayed the same. Safeguard of hygiene The BCZ has multiple ways of securing the safety of the dairy products in Belgium. Below are a few examples which are used in Belgium5 Securing the quality at the farm Quality check at the manufacturing plant Monitoring contaminations Auto control
This is a small overview of the current issues related to the production and consumption of cheese in Belgium.
3 4
http://www.favv-afsca.be http://www.ikm.be/home_nl.phtml 5 www.bcz-cbl.be
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A.4.
Attitude towards (artisanal high quality) food in general
Food is an extremely important part of Belgian life. In 2009 the share of the Belgian household budget spent on food was 15% of total expenditure:
Breakdown of the Belgian household expenditure 2009

other goods and services transport and communication food, drink, tobacco residence or second residence
furniture, household appliances clothing, footwear
culture, education health and recreation
Not only do Belgians spend considerably more money on food than the average American, but they also devote a great deal more time and energy to discussing it, shopping for it, preparing it, and consuming it. The Belgian approach to food is perhaps best summed up in the following motto: We eat three times a day, so we'd better try to make a feast of it every time.7 Although present-day Belgium can aptly be described as a nation tied to its traditions, its very culture sprang from a pastiche of foreign influences. Over the centuries, Belgium has been invaded by almost every other European peopleincluding the Romans, Vikings, Spanish, French, Germans, and Dutcheffectively becoming a meeting point for the Germanic cultures of northern Europe and the Latin cultures of the south. Favorite cooking techniques, ingredients, and styles of the invaders were picked up by the natives, who by the Middle Ages, had developed a cuisine they could call their own. Now Belgians are fond of saying that their food is cooked with French finesseand served in portions of German generosity. Belgian cuisine is still deeply rooted in medieval cookery. The influence of the Middle Ages, a time when Flemish culture was very highly developed, can be seen today in the way they use condiments, mustards, vinegars, and dried fruits to obtain delicate balances of sweet-and-sour or sweet-and-salty in the same dish. The spices they use so abundantly to season everything from meats to vegetables, desserts, and winenutmeg, cinnamon, peppercorns, saffron, ginger, and bay leavescan be traced back to the spice trade of the Middle Ages. Belgians also love fresh herbs, particularly chervil, tarragon, thyme, sage, parsley, and chives. They drink more beer than wine and produce more than
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http://statbel.fgov.be/en/binaries/Key%20figures2011_en_tcm327-148284.pdf http://www.globalgourmet.com/destinations/belgium/backgrounder.html#axzz1n7KEhRjD
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300 varieties, many of them crafted by small artisanal brewers whose family recipes and techniques go back hundreds of years. Belgians love potatoes in nearly every guise; fried potatoes are practically the Belgian national dish. Mussels, another passion, are eaten regularly in great quantities, always accompanied by Belgian fries. Belgians are definitely a nation of meat lovers, consuming large quantities of pork, beef, veal, chicken, and rabbit. They are famous for their fresh vegetables as well as for waffles, and of course, chocolate. Belgians have a very well-developed sweet tooth. Not only do they produce some of the finest chocolate in the world (an example of famous chocolate would be Guylian Artisanal Belgian Chocolate Truffles), but the average Belgian consumes nearly seven pounds more per year than his American counterpart. In short, everybody eats well in Belgium. In Belgium, they are also famous for their cheese. Despite the countries small size Belgium makes more than 300 varieties of cheese, the same number as France. The reason these cheeses are lesser known than the legendary cheeses of their neighbour countries is because Belgian cheeses are made in very small quantities and rarely exported out of the country. Some of Belgiums most famous cheeses are Beauvoore , Brusselae Kaas, Herve, Limburger and Maredsous to name just a few. In recent times, there has been a rise the amount of health conscious consumers and organic food lovers which in turn has led to an increase in the demand for raw milk cheese in Belgium similar to the rest of Europe. 17% of Belgian families regularly buy organic food, 85% if you consider Flanders only.8
A.5. Find out cultural differences which could be relevant for the way to best promote raw milk cheese (Use the Hofstede model )
Cross-cultural differences are a very important aspect of a business. Understanding the culture when you are doing a business give you several potential advantages and can prevent you from making business cultural mistakes that can imperil the deal. Before starting with our analysis, wed like to sum up briefly the Hofstedes cultural dimensions. Small vs. large power distance In culture with small power distance, people expect and accept power relations that are more consultative or democratic. People set up a social relationship with the other. Subordinates are more comfortable with and demand the right to contribute to and criticize the decision from people with higher position9. In culture with large power distance, the subordinates accept autocratic and paternalistic relations. Individualism vs. collectivism In individualistic culture, people want to develop and display their personalities and to choose their own affiliations. On the contrary, concerning collectivism, people are defined and act as a team member of a longterm e.g. the family, religious groups.10
8 9
http://tebiki.be/2011/03/14/eating-organic-volume-1-shops-in-brussels/ rd ENGLISH-3 YEAR TEXT GROUP-E GROUPS, CHARLES. R, ECHEVIN.L, HASSANZADEH & MOGAVERO. F, ICHEC BUSINESS SCHOOL, edition 2011-2012, p.160 10 Idem, p.160
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Masculinity vs. femininity (quantity of life vs. quality of life) In the so-called masculine cultures, people value assertiveness, ambition, competitiveness, accumulation of wealth and material possessions11. On the other side, in the so-called feminine cultures, people tend to value quality of life and relationships12. Weak vs. strong uncertainty avoidance If the members of a society are anxious about the unknown, as a result, they will attempt to cope with anxiety by minimizing uncertainty. In countries where the uncertainty is high, people tend to prefer explicit rule (e.g. food, business, religion) whereas in culture with weak uncertainty avoidance, people prefer implicit or flexible rules or guidelines and informal activities13. Now we can move on to a more practical aspect. To achieve our goal, which is promoting Dutch cheese in Belgium, it has seems to me that we may firstly focus on the uncertainty avoidance. Belgium is a culture with stronger uncertainty avoidance than Netherlands what can be recognized for example in fact that they value local food and like using many home-grown products despite of the high density or advanced level of urbanization. It can be also seen by the their consumption decisions- Belgians prefer quality and freshness of the product over its price.14 They also read labels carefully before buying and almost never purchase something they dont know (or cant read on the etiquette). Secondly, It is relevant to pay attention to the Masculinity/Feminity (quantity/Quality of life) aspect of Hofstede. Here is the reasoning: Belgium is more feminine culture what means it Belgians pay more attention to their quality of life. Lifestyle is an important factor as Belgians are more social than Dutch people. Belgians often visit restaurants and bars. Like qualitative foods thats why Belgium is one of the country with the highest number of Michelin stars. Also at work lunch is an important aspect.
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Idem, p.161 Idem, p.162 13 Idem, p.162 14 http://publications.sckcen.be/dspace/bitstream/10038/660/1/blg_1038_barometer_2006.pdf,
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A.6. What is the emotional image of Holland with respect to cheese with the target groups (Country of Origin image)
If there is one real cheese country in the world, it's the Netherlands. In fact, the Dutch are known as `cheese-head', who'd rather sell their cheese than eat it themselves. However, in Belgium French cheeses are very popular and these cheeses are more often promoted than Dutch raw-milk cheeses and this still happens. The French culture has influenced Belgium. That is visible in the language, relationships and the way of communication Belgians have but also in the eating habit. Food is something very important. In comparison to the Dutch, Belgians do care more about healthy and food of good quality. In general you can always buy French cheeses in Belgian restaurants and supermarkets. Belgian supermarkets do also sell Dutch raw-milk cheeses but with a limited assortment. In general Belgian restaurants do not sell Dutch raw-milk cheeses. This all is because of the huge influence of the French culture and eating habit. Unfortunately, in some parts of Belgium Dutch raw-milk cheese is not very well known or even sometimes not known. This is due to the reasons, which are mentioned previously.
A.7.
How is the NGO Slow Food perceived in Belgium
Slow Food brings good clean and fair to issues such as GMOs15, sustainable fish consumption and land grabbing through the campaigns which highlight a wide range of considerations in cultural, social, economic, environmental and gastronomic perspective. In this chapter it will be described how the NGO Slow Food is perceived and what Slow Food does in Belgium. What does Slow Food do in Belgium? The campaigns in Belgium aim to involve as many people as possible in ways that will be meaningful and enjoyable to them. Slow Food has several campaigns, which are: - Terra Madre - Biodiversity Foundation - Food and Taste Education - Connecting Producers and Consumers Terra Madre Terra Madre is Slow Food's project to create an international network of food communities, cooks and academics, in order to establish a new smallscale food production system that focuses on good, clean and fair food, is more respectful of people and the earth, and helps preserve the world's diversity of tastes and foods. Terra Madre supports small-scale, sustainable and traditional agriculture in a world dominated by industrial agriculture. Farmers, producers and distributors have since been inspired to organize smaller meetings, setting up international exchanges and networks. They are very much a part of the Slow Food philosophy, and many of them have joined the movement as well.
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Genetically modified crops.
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Biodiversity The Slow Food Foundation for Biodiversity was founded in 2003 to develop projects and new economic models to support the Terra Madre food communities. The Foundations projects are focused on protecting food biodiversity and traditions, and promoting sustainable agriculture. The key project is the Presidia: sustainable food production initiatives which build the capacity of a group of producers in order to improve production techniques, develop production protocols and find local and international markets. Food and Taste Education Slow Food Belgium Education supports an innovative approach based on the reawakening and training of the senses and the study of all aspects of food: from field to fork. By understanding where food comes from, how it was produces and by whom, adults and children can learn how to combine pleasure and responsibility in daily choices and appreciate the cultural and social importance of food. Slow Food's education activities take a wide range of approaches and are organized for varied audiences: children and adults, teachers, members and the public. They are an enjoyable and integral part of events and campaigns and take several forms: tours of local farms or producers, school gardens, guided tastings, knowledge exchange between older generations and young people, practical workshops and dinners with producers. By working with schools and local producers, organizing conferences with authors and experts, and introducing good, clean and fair' food education at community events, these projects increase awareness and bring food issues to people. Connecting Producers and Consumers By supporting food producers Slow Food become part of the production process and increase their understanding of what a healthier, tastier and more responsible diet means in Belgium. To encourage this direct contact between consumers and producers, Slow Food organizes numerous fairs, events and markets to showcase products of excellent gastronomic quality and educate consumers on making good, clean and fair choiss by meeting the producers themselves. Slow Food is striving to the build the profile of small producers, and bring them into contact with greater numbers of consumers in order to safeguard their future. Many of the events and educational programs organized by Slow Food convivia16 at the local community level also work towards building connections between consumers, restaurateurs and students with
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Convivium (plural convivia) A local Slow Food chapter. Each convivium organizes a number of events each year, ranging from simple dinners and tastings, where the members come together to share the everyday joys of food, to visits to local producers and farms, conferences and discussions, film festivals, taste education courses for children and adults, promoting Earth Markets, and many other events and projects to get to know local foods and producers and to educate others about them. Convivia are the backbone of Slow Food and they are made possible only through the members, who volunteer their time and energy. In Belgium are 11 convivia.
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food producers in their region. Slow Food Belgium has also created the Earth Markets project to build closer relationships between consumers and producers in a region. These farmers' markets follow a series of Slow Food principles to ensure that good, clean and fair produce is available to communities on a regular basis, and are one of the most convenient and enjoyable ways to strengthen local relationship between eaters and growers. 17
Part B Meso
B.1. Current export barriers with Dutch raw milk cheese farmers18
As a European Union Member, the free movement of goods between Member States is allowed. EU members form a customs union that calls for free trade and the absence of customs duties and quotas on trade among members. The makers of Dutch raw-milk cheese have to keep in mind that there are restrictions if they want to export their cheese to Belgium. They also have to meet the requirements. General Import Clearance Information Clearance process The importer company must have a Belgian tax (vat) number. Goods cannot be cleared before the arrival of shipping documents. Raw-milk cheese may be examined by the importer before clearance for the purpose of making an inventory. There are two primary entry processes. - Low value clearance (for qualifying shipments below 22 euros) - High value clearance (for shipments above 22 euros) In this case the High value clearance is significant for the export of raw-milk cheese. High value shipments High value shipments are processed by presenting a consolidated manifest along with a formal declaration for each of the shipments listed on that manifest. The Air Waybill and Commercial Invoice provided by the exporter must contain the following information so that the manifest of raw-milk cheese and formal declaration contains all of the following data: Air Waybill/ Bill of lading Along with any related import documentation required / supplied by the exporter such as: Import Licenses Certificate of Origins Health Certificate, etc.
17
http://www.gouterbruxelles.be/spip.php?article334 http://slowfood.ruhosting.nl/ http://www.slowfoodvlaanderen.be/ http://www.karikol.be/spip.php?rubrique9 http://www.slowfood.com/international/13/

18
http://ec.europa.eu/taxation_customs/resources/documents/taxation/vat/how_vat_works/rates/vat_rates_en.pdf, retrieved 10.03.12 http://www.fedex.com/us/international/irc/profiles/irc_be_profile.html?gtmcc=us, retrieved 10.03.12
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Document requirements The following is a list of the general documentation that is used to facilitate export processing requirements for shipments entering or exiting the commerce of Belgium. Bill of lading A Bill of Lading is a carrier certificate that authorizes the movement of goods. Currently, there are no special regulations or format designated for Bills of Lading. Air Waybill An Air Waybill or Carriers Certificate (naming the consignee for customs purposes) acts as evidence of the consignee's right to make entry. In this case the export product is food. This refers to foodstuff breakout that identifies ingredients used in the manufacture of the foodstuffs. Country of Origin Marking The Dutch raw-milk cheeses that are imported into Belgium must have a proper country of origin marking. The country of origin must be provided on the cheeses in the manner and location designated by the rules governing dairy products. Marking of Goods Marking of all goods that is made for consumption into Belgium be legible. It has to be of adequate size, clear enough and to be read easily by a person of normal vision. The raw-milk cheeses should be marked as permanently as the nature of the cheese will permit. It is also allowed to use other forms of marking if it is certain that the marking that is used will remain, until the article reaches the ultimate purchaser in Belgium. That are in this case the consumers. Labeling For food products there are no general labeling requirements for goods imported into Belgium Belgium follows EU regulations concerning the labeling of food products. Food products must be labeled with the product's name, list of ingredients in descending order by weight, quantities or categories of certain ingredients, net quantity expressed in metric units, pick-up date, storage conditions, usage conditions and instructions, name and address of manufacturer, packager or vendor established in the Union, country of origin. Duties Customs duties are, generally, an ad valorem rate (a percentage), which is applied to the transaction value (euro) of the imported goods based on the cost of the goods, insurance, and freight charges. Some articles, however, are dutiable at a specific rate of duty (so much per piece, litre, kilo, etc.) and others at a compound rate (combination of both ad valorem and specific rates). This below is a short summary of the prices: - A commercial shipment below 22 Euros: no duty and no VAT collected. - A commercial shipment between 22 Euros and 150 Euros: no duty but VAT is collected. - A commercial shipment over 150 Euros: duty and VAT are collected. The 3rd one (A commercial shipment over 150 Euros: duty and VAT are collected) is related to the raw-milk cheese makers.
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VAT rate VAT (Value Added Tax) is calculated on the value of the goods, plus the international shipping costs and insurance, plus any import duty due. - The standard VAT rate for importing items into Belgium is 21%. - The reduced rate for importing items into Belgium is 6%. This one relates to agriculture products, pharmaceutical products, water supplies, hotel accommodation, agriculture products.
B.2.
What are the consumer market segments for raw milk cheese
Segmentation involves dividing up a whole market so that products and services can then be developed for each part of the market. Some companies divide up a market geographically, while others divide markets according to demographic details such as age, gender or occupation. The criteria used to divide the market is known as the segmentation base. In general a market can be segmented based on several principles or criteria; Demographic (example: age, gender, religion, education, income, social class etc.) Psychological (example: personality, lifestyle, values, motivation, interests etc.) Geographic (example: countries, regions, cities etc.)
In case of raw milk cheese we can use a form of mixed segmentation to divide up the market. This involves identifying adequate points from above criteria like: region, gender, age, income, the social class, lifestyles, opinions, interests, behaviour and attitudes of potential customers. Based on geographic criteria we can divide consumers: According to the region Orange- Flanders Red- Walloonia Blue- the Brussels-Capital Region
According to the language: Orange- Dutch language area (60% of population) Red- French language area (40% of population) Orange and Red- bilingual language area Green- German language area (less than 1% of population)
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Almost all of the Belgian population is urban - 97%19. The population density of Belgium is 355.1 per square kilometer.20 The most densely inhabited area is Flanders (462.3 per km2), and in particular the Flemish Diamond, outlined by the AntwerpLeuvenBrusselsGhent agglomerations. As of 2010, the Flemish Region had a population of about 6,251,983, with Antwerp (457,749), Ghent and Bruges its most populous cities. Wallonia had 3,498,384, with Charleroi (201,373), Lige and Namur its most populous. Demographic analysis Income It can be reasonable to analyse per capita income in mentioned regions as the price range for a kg of raw milk cheese in Belgium varies between 12 to 20 euro and this high price automatically makes raw milk cheese a luxury good in eyes of the consumer. The richest (per capita income) of Belgium's three regions is the Flemish Region, followed by the Walloon Region and lastly the Brussels-Capital Region. The ten municipalities with the highest reported income are: Laethem-Saint-Martin, Keerbergen, Lasne, Oud-Heverlee, Hove, De Pinte, Meise, Knokke-Heist, Bierbeek.21 Region Population on 1/01/201022 Average per capita income (in EUR in 2008)23 15,266 16,199 14,377 13,951 12,740
Belgium Flanders Walloonia German-speaking Community Brussels-Capital Region
10,839,905 6,251,983 3,498,384 75,222 1,089,538
Social classes We can divide society as follows: A Upper Middle Class Upper managerial, admin, or professional B Middle Class Intermediate managerial, admin, or professional C1 Lower Middle Class Supervisor, junior managerial, admin or professional C2 Skilled Working Class Skilled manual workers D Working Class Semi- and unskilled manual workers E Subsistence State pensioners, widows, casual workers
19
https://www.cia.gov/library/publications/the-world-factbook/geos/be.html, retrieved 20.02.12 http://statbel.fgov.be/en/binaries/Key%20figures2011_en_tcm327-148284.pdf, retrieved 20.02.12 21 "O habitent les Belges les plus riches?" www.trends.be http://trends.levif.be/economie/actualite/politique-economique/ou-habitent-les-belges-les-plus-riches/article1194966031033.htm, retrieved 1.03.2012 22 http://statbel.fgov.be/en/binaries/Key%20figures2011_en_tcm327-148284.pdf, retrieved 5.03.12 23 http://statbel.fgov.be/nl/modules/publications/statistiques/arbeidsmarkt_levensomstandigheden/Fiscale_inkomens__per_gemeente_-_2008.jsp, retrieved 5.03.12
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Population in Belgium according to sex and age:24
As can be seen from the graph the most populous age groups are middle age people (40-55 years old) accounting for 2.319.255 people. More general we can divide people as young (less than 18 year old), adults (18-64) and elderly (64 and more)25 Age group Less than 18 18-64 64 and more All age groups man 1,131,667 3,396,339 784,215 5,312,221 women 1,082,489 3,369,251 1,075,944 5,527,684 man & woman 2,214,156 6,765,590 1,860,159 10,839,905
24 25
http://www.census.gov/population/international/data/idb/country.php, retrieved 12.03.12 http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/leeftijdgeslacht/belgie/, retrieved 12.03.12
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Population of Belgium by sex and age on 1st January 2010

8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 6,765,590
3,369,251 3,396,339 2,214,156 1,131,667 1,082,489 1,860,159 1,075,944 784,215 18-64 man woman man&woman 64 and more
Less than 18
According to sex and marital status the population in Belgium presents as follows:26 marital status single married widowhood divorced man 2,544,712 2,220,538 138,243 408,728 woman 2,242,329 2,221,974 572,684 490,697 man & woman 4,787,041 4,442,512 710,927 899,425
Population of Belgium according to sex and marital status (1st of January 2010)
6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 single man married woman 2,544,712 2,242,329 2,220,538 2,221,974 572,684 138,243 widowhood man & woman 490,697 408,728 divorced
26
http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/burgerlijke_staat/jaar/, retrieved 12.03.12
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As can be seen from the above graph most of Belgium population is single (more than 4,5 million people, mostly man- more than 2,5 million). Concluding from both statistics and statistics by sex, age group and marital status for particular region in Belgium27: In whole population there is more single people (4,787, 041- 44,2% of the whole population), but according to age groups for both sexes dominate married people age 18-64 (3,395,046 people- 31,3% of the whole population) and taking them separately the most populous group is married woman (1,748,246 people- 16,1% of the whole population). Taking into account particular regions: o In Wallonia the situation is the same as for the whole Belgium- more single people in general (1,605,102) but in age groups dominate married people age 18-64 (1,019,802) and according to sex dominate married woman age 18-64 (527,348- 4,9% of the whole population). o In Flanders situation is a bit different. There is more married people in whole population (2,747,367) and according to age groups for both genders as well (2,069,096 married people age 18-64). Taking man and women separately according to age the biggest group is married women age 18-64 (1,064,299- 9,8% of the whole population). o In Belgium Capital Region again there is more single people in general (558,897), in age groups dominate married people age 18-64 (306,148) but according to gender- single man age under 18 (122,946- 1,1%). Psychological analysis Values and opinions What is important for Belgians when buying food28 In the analysis of food safety perception 6 questions regarding the criteria which are employed when buying food were preceded: price, freshness, quality, origin, organic cultivation and ambiance of the store. Respondents were asked to rate the importance of these elements when buying food products on a scale from unimportant to very important. The results confirm without any doubt the image of Belgium as a food-loving country: freshness and quality are considered by respectively 98% and 96,6% of the population as important or very important. On the other hand, these may not come at just any price: three quarters of the population attach importance to the price when buying food. One out of two Belgians consider the ambiance of the store as important. This proportion is higher than the two remaining criteria: just one third of the population thinks origin is important, while 28% cares about organic cultivation.
27
http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/burgerlijke_staat/geslacht-leeftijd-burgerlijke-staatgewest/, retrieved 12.03.12 and own calculations 28 http://publications.sckcen.be/dspace/bitstream/10038/660/1/blg_1038_barometer_2006.pdf, retrieved 13.03.12
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The French speaking population will take more often a price dependent decision than the Dutch speakers do. Price is, likewise, more important in Wallonia and Brussels than in Flanders. Age plays its part too: while of the youngest category (18-34) only 61% still buys local, 75% of the 55+ category stays loyal to local products. Older people buying behaviour would be also more often influenced by price than younger people do. In large cities, 55% of its inhabitants buy local milk products against 77% of the people in rural villages. As investigated more broadly later in point 6 of the report attitudes toward raw milk cheese vary between above Flanders and Wallonia. In Flanders more than 41% of consumers consume raw milk products which are more than average compared to the rest of the country. In Walloon region, raw milk cheese consumption meets the countrys average but there is also the biggest concern regarding the hygiene of raw milk cheese products - this is mainly due to it being the poorest of the regions in Belgium. In Brussels-Capital Region, consumption figures for raw milk cheese are below average. 17% of Belgian families regularly buy organic food, 85% if you consider Flanders only.29 Other interesting findings are that consumers aged between 18-29 are the consumers who mostly believe that raw milk products may be harmful.30
29 30
http://tebiki.be/2011/03/14/eating-organic-volume-1-shops-in-brussels/, retrieved 5.03.12 http://www.oivo-crioc.org/files/fr/3959fr.pdf, retrieved 13.03.12
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Segments Below classification breaks down the Belgian population according to values and socio-demographic characteristics. It distinguishes between eight groups in society, which are very different from one another in terms of lifestyle, opinions, motives and behaviour. Conservatives. Conservatives concentrate primarily on their own living environment. Family and friends play a central role. Conservatives do not like to be noticed and prefer not to be involved in tricky situations and discussions. Their favorite occupation is watching television, with their favorite programmes being entertainment programmes. Conservatives are not really materialistic but they do want some luxuries and modern articles. The keyword for this group is 'conformity'. Balanced group. The people in this group are closest to the average for the population as a whole. In terms of interests, education, spending patterns, thinking and living conditions, they are located exactly in the middle of the other seven groups. The keyword for this group is 'average'. Committed group. The committed group attaches a great deal of importance to harmony and stability, both in society as a whole and in their own world. They are people with a sense of community and they like being engaged in group activities. This segment includes a relatively high proportion of seniors with a reasonably high level of education. They would prefer to read a book rather than watch shows on television and they are interested in art, nature and politics. The keyword for this group is 'security'. Hedonists. Hedonists are genuinely convivial people. Their own pleasure and enjoyment, both physical and emotional, come first. Social issues and politics do not interest them particularly. Hedonists read less than average and watch more television than average. They tend to prefer commercial television. Their purchasing patterns are higher than average and their purchasing style is impulsive. The keyword for this group is 'pleasure'. Luxury-seekers. Luxury-seekers are very ambitious and they yearn for success and recognition. They attach a great deal of value to a comfortable life but they certainly do not like to sit still. This segment includes the lowest numbers of religious people. Their lifestyle is based very much on their own needs. Luxury-seekers are interested in social issues and they acquire information from both newspapers and television programmes. This segment includes the highest numbers of consumers of right-wing and popular media. The keyword for this group is 'achievement'. Broad-minded group. This group consists of progressive people with a good education and many ideals, particularly of a left-wing nature. They are concerned about social problems and try to improve the world, starting with themselves. They are green, value their freedom and consider selfdevelopment to be very important. They are very concerned about political and social matters. The keyword is 'commitment'. Business group. The people in this group are ambitious and independent; they are focused on their own development and highly educated. They work hard and they are fast and creative thinkers. Their households generally consist of double incomes in the highest income category who like luxury but also give donations to charity. They watch more television than average, particularly news and current events. People from other segments will tend to describe these people as 'yuppies'. The keyword 'autonomy'. 25
Caring group. The people in this group are concerned about the well-being of others. They are community-minded and acquire energy from helping people in their immediate circle. The lifestyle is frugal, but very generous for third parties. Traditions and traditional values are important. The caring group consists of genuinely sociable people who like to serve in the community (and often the church community). Reading and watching television are both part of their day-to-day activities. They mainly read local newspapers. The keyword for this group is 'social'.
B.3.
Who are competitors
Belgium can be a difficult market for cheese producers from other countries because Belgians manufacture a lot of their own high-quality, good cheeses. Whats more in the Belgian market? Local dairy products have high reputation and are facing increasing demand from consumers. In 2007, some 20% of the cheeses sold were of Belgian origin.31 Main competitors of Dutch raw milk cheese producers in Belgium are: Belgian companies producing pasteurized cheeses Artisanal and Raw milk cheese Belgian producers Raw milk cheese producers exporting to Belgium One of the very popular industrially made cheeses branded as authentic Belgian cheese is Brugge Cheese produced by Belgomilk.
Old Brugge- the star of Brugge brand portfolio is the mature cheese which has been in the market since 1992, and it has developed into a traditional cheese in the Belgian cheese market. Also the name Brugge is associated with the town and its centuries-old history. The name in a way also refers to the craft of cheese making which has lived on in Belgium for many centuries. Brugge Cheese has got a dark brown logo with a writing in Caxton, a letter type which is named after the printer of the first book in Bruges in 1453. Every Brugge Cheese has the same logo but its packaging has a special colour. Old Brugge, for instance, has a black rind. Herve producers Haling from a town of the same name in Wallon, Herve is one of the most favourite regional artisanal cheeses in Belgium. Its the cows (pasteurised or unpasteurised) milk cheese, often described as Limburger-like with pale yellow interior and a strong-smelling aroma. In June 2005 the "Fromage de Herve" association was formed and it groups together the leading producers of Herve. The main aims of the association are to promote Herve cheese, encourage the growth of production, defend the interests of the "Fromage de Herve" AOP (PDO- Protected Designation of Origin) and guide producers' methods in compliance with the AOP (PDO). 32
31 32
http://www.emb-news.com/a000013.php, retrieved 20.02.12 http://www.fromagedeherve.com/ap01.html, retrieved 20.02.12
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Members of the association are: FERME COLYN - a typical dairy farm of the Herve region
La FROMAGERIE DU VIEUX MOULIN- traditional strong or low-fat Herve cheeses, defenders of the unpasteurized milk.
production of mild, tradition of
HERVE SOCIETE S.A.- Herve Socit is a Belgian family firm set up in 1981 in an exceptional region of pastureland. It produces cheeses from the Abbey of Val-Dieu: Bouquet des Moines ', Bleus des Moines ', and Val-Dieu' and regional specialist cheeses: Trou d'Sottai', Bou d'Fagne', Fleur de Fagne', Bleu Gourmet'. Herve cheeses are sold across Belgium at major supermarkets, including Delhaize, Carrefour, GB, Colruyt, Cora, Match, Makro, Intermarch and Champion. They can also be found at small and medium food retailers, who purchase Herve cheese at wholesale.33 CAMAL- producer and wholesaler of high-quality dairy products. With logistic centre in Barchon and a cheese dairy in Queue-du-Bois, CAMAL enjoys a strong regional base. REAL- is a family-owned company, which has been working in the import and export of cheeses and dairy products since 1946. REAL is a company that ensures maximum customer satisfaction and care by offering one of the most complete ranges: traditional, HoReCa, specialist, organic, farm,... as well as all the A.O.C. (controlled designation of origin) and P.D.O. products, including Herve cheese. HET HINKELSPEL- manufacturer of artisanal organic food, among others raw milk cheese (Klaverkaas, Bellie, Dulses, Pas de Rouge, Geitenkazen and others34), retailer and exporter located in the Flemish region of Belgium.35 It has also its 2 shops in Gent and Sleidinge. Artisan cheesemakers grouped in Cheese Made in Belgium platfrom: BIOFERME- the cheese factory created in 1996,, situated in Lathuy (Wallon province) and famed for the quality of its biological products, especially soft raw milk cheeses: Le petit Lathuy, Le Lger de Lathuy, Le Cru des Fagnes, Le Dor de Lathuy, Li Ptit Ross Li Grand Ross, Le pain Bioferme, Les tranches de Bioferme, Le Wavreumont, Le Saint-Servais.36
33 34
http://www.herve-societe.be/chiffres_fr.php?langue=an, retrieved 20.02.12 http://www.hethinkelspel.be/index.php?option=com_content&task=view&id=32&Itemid=80, retrieved 20.02.12 35 http://www.vlam.be/export/exporteur_en.phtml?id=777, retrieved 20.02.12 36 http://www.bioferme.be/eng/index.php, retrieved 21.02.12
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DE BEAUVOORDSE WALHOEVE- a farm specialized in dairy and milk processing, located in Veurne (Flemish region). Producer of many raw milk cheeses like: Beauvoordse Abt, Blanche, Boerenkaas met brandnetel, De Bryarde, De Waldam and others37. Selling its products in farm shop and in the markets. FROMAGERIE DU GROS CHNE- raw milk cheese factory from Mean (Wallon province). Producing among others raw milk cheeses: La Tomme des Botteresses, Le Folie Bergre, Le Bleu d'Adle38. Products are sold in Gros Chene shop in Namur and in the markets. FERME GRODENT- organic farm, located in Burnenville (Wallon province), producing raw milk cheeses like De Bernister Fleuri, De Malmedy, De Bernister Crmeux39. Selling its products in own bio-shop, many specialized bio and cheese shops and markets.
De Bernister Fleuri
CATHARINADAL- dairy factory located in Achel producing many different kinds of raw milk cheeses: hard, soft, spicy, with herbs etc.40 THE STALSE SCHANS- factory producing sheep milk cheeses. LA FERMIERE DE MEAN- organic farm from Maffe (Wallon province), producing cheeses like Le Cherombou, Le Bruzy, Le Pas de Bleu, Le Charmoix and others.41
B.4. What distribution channels for raw milk cheese are available, (cheese shops, delicatessen, restaurants, cooking clubs, web shops)
After researching the Belgian market weve chosen several possible distribution channels for Dutch raw milk cheese which are: Wholesalers
Jan DuPont Kaasimport:42 Founded in 1929 as sole proprietorship in Bruges, today grown into a leading importer and distributor of cheese. In 1998 it changed ownership of the Dupont family to the cooperative Belgomilk, the current Milcobel. Has more than 1,000 specialty cheeses and exclusivities (raw milk cheese, specialty artisan cheeses, gourmet cheese products direct from farm, hard,semi-hard and soft cheeses) in its range (the largest offering in Belgium). Has a privileged partnership with local and regional specialized dairies in Europe. Has own maturation for Dutch cheeses, own packaging workshop, fresh delivery platforms in France and Italy, an extensive distribution center with its own logistics park, own service quality, standardized HACCP, BRC and ACS. Offers direct import, optimal maturation and storage, a permanent stock of more than 1,000 cheeses are the guarantee of quality, freshness and variety.
37 38
http://www.beauvoordse-walhoeve.be/onze-producten/, retrieved 21.02.12 http://www.groschene.be/mod-catalogue/catalogue.asp?id=17563&lang_id=1, retrieved 21.02.12 39 http://www.fermegrodent.be/FR/produits.asp, retrieved 21.02.12 40 http://www.catharinadal.be/p_overons.html, retrieved 21.02.12 41 http://www.agris.be/fr/Produits_du_terroir_Wallon/fermiere/home/fromage/fromage.htm, retrieved 21.02.12 42 http://www.dupontcheese.be/
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Jan DuPont Kaasimport is also a founder of Cheeselink- an association of DuPont with selected regional artisan cheese makers from different regions in Europe. For these partners DuPont provides exclusive marketing and logistics at the Belgian and Luxembourg markets. Real Its a family-owned company, which has been working in the import and export of cheeses and dairy products since 1946. This company is active in the area plateau de Herve in Wallonia. REAL is a company that ensures maximum customer satisfaction and care by offering one of the most complete ranges: traditional, HoReCa, specialist, organic, farm,... as well as all the A.O.C. (controlled designation of origin) and P.D.O. products, including Herve cheese. Real owns efficient fridges. Moreover, more than 250 tones of dairy products are stocked for an amount of 8660 m. This company performs really well thanks to its I.T. To conclude, thanks to its storage places, its high-skilled and ambitious employees, Real is nowadays ranking one of the best among the dairy products distribution centers.43 Camal This company has been producing dairy products since 1918 but Camal has been able to diversify its activity without losing its specificities. Thats why it could develop its activity as a distributor. The logistic center is located in Barchon (Wallonia), with an area of 6.000 km that is especially reserved for isotherm storage places.44 Others Kaashandel Albert located in Steenokkerzeel near Brussels, Flanders Ecodis located in Melmedy, Wallonia Supermarkets
It is also possible to sell cheese in supermarkets as almost all supermarkets have cheese departments with a broad choice of different cheeses. One of the most popular chains in Belgium are: Carrefour45 There are different types of Carrefour shops but those with the broadest assortiment where big stands with cheeses can be found are Carrefour and Carrefour Planet situated mainly in big cities like Brussels, Antwerpen, Liege. There are 45 shops like that in Belgium, mainly in Flemish part. Colruyt Group Its the most popular retail network in Belgium. To the group belongs different shops formulas like The groups main business is Colruyt supermarket chain- large stores located in big cities, attracting more cost-conscious consumers with over 200 locations in Belgium. Others are: Okay- present in smaller areas, more local, well organized with wide range of products Bio-planet- for consumers that are conscious about their body and diet has been at the fore front of organic food distribution in Belgium. Cora hypermarkets46- has a wide range of fair trade and bio products, there are 9 shops in Belgium.
43 44
REAL, U.R.L address : http://www.real.be/ CAMAL, U.R.L address : http://www.camal.be/page.asp?id=1187&langue=FR 45 http://www.carrefour.eu/nl/store, retrieved 15.03.12
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Delhaize47 Those shops have different forms like: Delhaize Supermarkt, AD Delhaize, Proxy, City Delhaize or Shop&Go Delhaize Supermarkts are the biggest ones with area of 1800-2000m2, range of over 18000 products, and wide selection of organic products in every department. There are about 140 Delhaize Supermarkets in Belgium. Specialized cheese shops and delicatessen
One of cheese shops in Belgium is Michel Van Tricht & son48- located in the Berchem district of Antwerp its one of the best recognized cheese shops in Belgium and Europe. In 2010 it was chosen by The Wall Street Journal the best specialist cheese shop in Europe49. Michel Van Tricht & son are specialised in: ageing cheeses importing and exporting cheeses supplying the restaurant and catering industry Michel Van Tricht & son supply cheese to the finest restaurants in Belgium, Luxembourg, Ireland and the Netherlands. The Belgian Royal Palace also occasionally enlists their services. Each week, Michel visits the Rungis market in Paris, where he expertly selects cheeses from his suppliers. Michel Van Tricht & son sells cheeses from Belgium and abroad, including unpasteurised cheeses and cheeses from smaller-scale producers. 50 Gonnie Schollaert Kaas & Delicatessen51- this shop is located in Gent. It specializes in selling different kind of only best world cheeses, also raw milk ones. In its offer apart from just cheese has also many delicatessen made with cheese like snacks, starters, cheeseboards and other stuff that can go with cheese like brood, fruit and wine. They sell it in their shop in Gent but its also possible to order through their website, telephone or email. Organic shops Raw milk cheese is an artisanal product which can be sold also in organic shops like for example Rob - Gourmet food Market selling fresh, natural products Epicerie Bio - Natural market Sequoia52 - Bio and Natural Market Dolma - Shop and Vegetarian Restaurant Restaurants
46 47
http://www.cora.be/cora/front/splash/display.do, retrieved 15.03.12 http://nl.delhaize.be/nl-BE/Onze-winkels/Onze-winkelformules/Delhaize-Supermarkt, retrieved 15.03.12 48 http://www.kaasmeestervantricht.be/, retrieved 15.03.12 49 http://online.wsj.com/article/SB10001424052748703384204575509833623115038.html, retrieved 15.03.12 50 http://diplomatie.belgium.be/en/Newsroom/belgium_unlimited/miscellaneous/2010/ni_2010-1105_fromagesaanvers.jsp, retrieved 15.03.12 51 http://www.kndinteractive.eu/kaashandelschollaert/index2.html, retrieved 15.03.12 52 http://www.sequoiashop.com/, retrieved 15.03.12
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Dutch raw milk cheese can be also sold also directly to restaurants like for example restaurants that serve Slow Food. There are four restaurants like that in Brussels which are: Trop Bon Le Max: in Schaerbeek, this restaurant serves a choice of Belgian, French and Italian dishes Orphyse Chaussette: close to the Sablon Le Zinneke: in Schaerbeek, this excellent traditional Belgian restaurant serves 69 different types of Mussels and all your favorite Belgian dishes. Markets Good way to sell Dutch raw milk cheese is also on the street markets which are popular in Belgium and many Belgian farms (also those producing raw milk cheeses) sell their products there, so consumers are already familiar with this kind of cheeses. There are numbers of those markets like for example on this list: http://www.fermegrodent.be/documents/Ferme_Grodent_-_Points_de_vente_FR.pdf One particular market is Ignace Sepulcres market which has been active since 1998 when the market took place in La Monnaie. His stand is a paradise for the dairy product lovers such as: yogurts, white cheese, raw milk cheese and so on. All the products are chosen minutely. The cheeses usually come from different places like for example: Ferme De Jambjoule, La Ferme Grodent, La Fromagerie De Gros Chene, Het Hinkelspel, Marcel Petite. In addition, Ignace provides his products to the restaurant Soul. Hes present in the Market in Auderghem as well (Samaritainestraat)53. Online Its possible to sell cheeses online too. Making own webshop or selling them trough ebay or other. It can be done using online payments like for example Paypal- it consists of paying online for goods from eBay and other online shops. Trade Fairs Showing Dutch raw milk cheese on some Belgian fair trade would be a good option to marketing the product and increase sales. One of the best recognized food trade fairs is TRAVOLA. TRAVOLA54 Trade Fairs are organized by Kortrijk Xpo in Korkij, Flanders. Those are trade fairs for delicatessen from around the world, ranging from high-quality food from dynamic market leaders to exclusive gourmet products form artisan manufacturers. The organization follows a number of strict selection criteria in order to guarantee the unique profile of TAVOLA in the gourmet and high-quality food segment. To the quality of the event contribute also its highly professional character, the detailed attention for new
53 54
http://cuisinelove.com/bruxelles/index.html, retrieved 15.03.12 http://www.tavola-xpo.be/en/welcome_6.aspx, retrieved 14.03.12
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products thanks to the contest Golden Tavola and the extremely well-cared-for infrastructure. Also on an international level TAVOLA is highly appreciated as a unique, successful and inspiring business forum on a human scale. According to the figures from TAVOLA 2010 edition 64% of exhibitors were from Belgium. The remaining 36% were from France, Luxembourg, the Netherlands, Germany, Great Britain, Ireland, Italy, Spain, Austria, Poland and the USA. The Golden Tavola winners (the most innovative products at the fair) are without exception given a high profile in the Belgian retail distribution chain. There was 18 036 enthusiastic professional visitors (retail sector and catering businesses) (+2.3%) from 24 countries mainly Belgium, the Netherlands, Luxemburg and Northern France. 94.7% of the visitors also plan to come to the next TAVOLA. Dairy products constituted for 14% of the exhibition. Taking into account those figures it could be very profitable to apply for exhibition of Dutch raw milk cheeses on TAVOLA as its well-recognized and gives many selling opportunities not only in Belgium but also around the world.
B.5.
What are the motivations for cheese shops to sell Dutch Raw Milk cheese
To give answer on this question, in this chapter the benefits of Dutch Raw Milk cheese will be discussed. The benefits Not all bacteria are bad. While heat kills any potentially harmful pathogens, it also eliminates the bacteria naturally present in the milk that contribute to its flavour and the complexity and character of the cheeses made from it. There are also evidences that conclude that bacteria found in raw milk cheeses have many health benefits, including better digestion. Pasteurized milk is actually dead milk. Cheese makers must re-introduce bacteria through preselected strains of bacteria made in a laboratory and available in powder form to build flavour in cheese. With raw milk cheeses people can taste the breed and the expertise of the cheese maker. The pasture that the animals grazed and the season the cheese was made, all of these elements are evident in the end product, combining in the countless ways to produce the unique cheeses. Cheese is already very well-known and an important product for Belgium. Beside this, Belgians are already familiar with Dutch Raw Milk cheese, which is an advantage. By defending raw milk cheeses, the animal welfare, the protection of landscapes and environments, but also entire communities that still maintain artisanal skills such as cheese makers will be defended. Because of all these mentioned points cheese shops should sell Dutch Raw Milk cheese. 55
55
http://www.slowfood.com/rawmilk/eng/50/why-raw-milk http://www.realmilkcheese.com/why-buy-raw-milk-cheese
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B.6.
Consumers attitudes towards raw milk cheese, buying, shopping , cooking, eating
With a product like raw milk cheese there are clear trends to be seen but the only problem is that these trends differ in each region of the country. Raw milk cheese is definitely renowned as a high quality product. Raw milk products in Belgium are said to be more popular amongst families as its extremely healthy for children. In Belgium sales are on a steady increase for raw milk cheese with a 0.6% increase from 2009 to 2010. With the quality level of raw milk cheese is followed by a high price for the product. The price range for a pound of raw milk cheese in Belgium varies but most are in the bracket of 12.00 to 20.00 euro depending on the quality you want. The high price automatically makes the product a luxury good in the eyes of the consumer. As with the modern world we live in the buying of the rare gourmet raw milk cheese can be got in local stores, farmers markets or online. In recent times, there has been a rise the amount of health conscious consumers and organic food lovers which in turn has led to an increase in the demand for raw milk cheese in Belgium similar to the rest of Europe. But this also comes with its issues as concerns about hygiene of the product still go on. It is said that four out of 10 consumers think there are problems with hygiene according to Criocs consumer investigation in Belgium in November of 2008. This investigation into consumer insights was called produits laitiers de ferme, where a portion of the population was asked about raw milk cheese where I will further discuss the results and the differences found between the regions. The differences in regions: In Flanders more than 41% of consumers consume raw milk products which are more than average compared to the rest of the country. The reasons behind this are suggested to be that its the richest regions in Belgium and people can afford raw milk cheese. In Walloon region, raw milk cheese consumption meets the countrys average. The reason for that is because in Walloon there is the biggest concern regarding the hygiene of raw milk cheese products as this is mainly due to it being the poorest of the regions in Belgium. In Brussels-Capital region, consumption figures for raw milk cheese are below average. Compared to the other reasons this figure may be due to strong business ethic in Brussels and a more varied population of nationalities. In Brussels live also more young people which are unaware of existing raw milk cheese or against consuming it. Some other interesting findings were that consumers aged between 18 - 29 are the consumers who mostly believe that raw milk products may be harmful. And also a big issue as regards consumption is the lack of information to be found about the product on packaging and other things. Consumers in Belgium like to know the quality of the products and without this information they can be left unsatisfied.
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The reasons why Belgians buy raw milk cheese were investigated and the results were as follows56:
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
45%
43%
43% 31% 12% 12% 10% 9%
7%
4%
2%
B.7.
What are the main publications relevant to the consumer or distribution channels
Publication concerning consumers and producers CRIOC (information and publications concerning consumer trends or habits) Provides information to consumer organization, to protect the consumers, in other words, to develop consumption57. To start with, CRIOC stands for the consumers in regional, federal or European meetings. Moreover, it carries out surveys, analysis and information bound to these meetings. Then, CRIOC answers consumers organization questions and SPF economie. Finally, if either the consumers or consumer groups want to get some information, CRIOC has to publish all the relevant information about it. Therefore, it has developed a documentation center.
56
57
http://www.oivo-crioc.org/files/fr/3959fr.pdf CENTRE DORGANISATION ET DE RECHERCHE DU CONSOMMATEUR URL address : http://www.crioc.be/
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For example:
58
NIELSEN: In Belgium, it exists panels59, such as GFK or Nielsen that provide publications and information. Concerning the Wholesale sector, the information that companies received are mostly, even always automated60. Those one could be used for: - Market researches - To measure brand awareness and market shares - Marketing tests and so on Here in those websites, can we find several kind of publications:
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B.8. Are there any societal participants: media, platforms, networks, partnerships relevant to raw milk cheese (like the specialist cheese association SCA)
This chapter involves certain associations and media conform raw milk cheese in Belgium. Several associations and media will be described in terms of activities but moreover why they could be important for Slowfood in advising the Dutch producers of raw milk cheese.
58 59
CRIOC URL address : http://www.crioc.be/FR/doc/x/y/document-6023.html MARKETING DEFINITION URL address: http://www.definitions-marketing.com/Definition-Panel-distributeurs 60 IDEM. 61 NIELSEN URL address : http://be.fr.nielsen.com/site/index.shtml
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Associations/organizations The Belgian Dairy Industry Association Also known as the BCZ-CBL. This is an association of the dairy industry in Belgium. Members of the BCZ , the dairy companies, acquire 98% of the milk at the farm and process this milk into delicious and healthy dairy products. BCZ looks after the interests of these producers. Besides that, the BCZ also takes part in a social debat concerning subjects such as the safety, healthy nutrition and durability of dairy products. 62 The UDCF-UZKK This is the national cheese association. Members of this association are independent, small scale producers of cheese. The goal of this association is to strengthen the position of small scale producers of artisanal cheese in Belgium. They want to increase the awareness and credibility of these artisans among the consumers. 63 De Belgische Kaasridders Verbroedering This is the national association of the Cheesemasters in Flanders, Belgium. This association holds members that are cheese specialist in every way. Members who are up to date with the latest news in the university of cheese. Through exchange of years of experience and new ideas has the association become what they are today: the best professional Cheesemasters in Belgium.64 The International Dairy Federation The International Dairy Federation (IDF) is a science-based organization, which represents the dairy sector worldwide by providing the best global source of scientific expertise and knowledge in support of the development and promotion of quality milk and dairy products to deliver nutrition, health and well-being to consumers. It aims to identify and disseminate best practice at the international level, in order to guide and harmonize members work on issues including climate change, nutrition and food hygiene at a national level.65 These associations and organizations are all of extreme importance to Slowfood in advising the producers on exporting. These groups represent entire Belgium on the field of artisanal and raw milk cheese. Linkedin One of the most important pages on Linkedin related to cheese is hosted by Dirk van der Walle. He is chairman of the Belgische Kaasridders Verbroedering and vice president of the UDCF-UZKK. Below are a few important Linkedin pages and groups that Dirk follows. He also received different awards and honors in Belgium and France regarding artisanal cheese.66 He also owns his own specialized cheese store in Belgium called Kaasmeesters van de Walle. Cheese marketing This is a Linkedin page that discusses recent topics on cheese marketing. Latest developments and recent trends in cheese marketing are posted on this page.
62 63
http://www.bcz-cbl.be/www/ http://www.fromagersdebelgique.be/ 64 http://www.kaasridders.webs.com/ 65 http://www.alphagalileo.org/Organisations/Default.aspx?OrganisationId=8375 66 http://be.linkedin.com/in/kaasmeestervandewalle
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Cheese lovers At this LinkedIn page, several groups of Cheese Lovers come together and share their ideas and thoughts on new cheese products/recipes. This is a brisk page cause multiple topics are posted every week. Dirk van der Walle has great knowledge of artisanal and raw milk cheese, also occupies several positions in multiple committees and associations. With that being said, its worth following this man on LinkedIn and other social media for his posts or other activities.
B.9. Where and how do the participants meet each other: events, online networks, social media
Networking http://www.farmhousecheese.eu/nl/aktuell European Farmhouse Cheese makers. Special event through Europe, including Belgium, for raw milk cheese producers (Farmhouse Cheese). Here farmers can meet, work on their network, receive and give information to other farmers etcetera.
Trade/professional journals/magazines http://www.horecaplatform.be/Index.php Online magazine to promote the cheese to restaurants etcetera
Fairs http://www.nutrimedes.be/vitasana/nl/ Fair for ecologic foods. October 2nd and 3rd, Brussels Expo http://www.tavola-xpo.be/en/welcome_6.aspx TRAVOLA Trade Fairs organized by Kortrijk Xpo in Korkij, Flanders. Those are trade fairs for delicatessen from around the world, ranging from high-quality food from dynamic market leaders to exclusive gourmet products form artisan manufacturers.
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Part C Individual motivation for buying raw milk cheese

C.1. Choose one promising potential consumer target group for Dutch raw milk cheese, describe motivations for buying
Based on conducted research of Belgian market and its demographics, geography and psychological behaviour of consumers we decided that the target group for selling Dutch raw milk cheese are people age 30-50 living in Flemish region of Belgium, educated, belonging to middle class or upper middle class, conscious about health and diet and making well-considered purchasing choices. The reason for that is because first of all Flanders is a Dutch speaking region with more similarities to Netherlands than Wallonia, so its easier to sell Dutch raw milk cheese there. Consumers are more likely to try Dutch product and there is no need to change the etiquette of cheese for French language. Its also a region of Belgium which is more urbanized than Wallonia and much more densely inhabited with more married people, whats gives a lot of potential and aware consumers as people living in big cities are usually more educated and better informed. They have also an access to big stores and specialized shops where they buy their food and where raw milk is sold. They are also less attached to local products than people from rural areas so they are more probable to try Dutch cheese. What is more, the average income of Flemish person is higher than average for the whole Belgium and even more than for Wallonia so they can afford to pay the premium for Dutch raw milk cheese more easily. Resulting from researched consumers behaviour it occurred that people in Flanders actually buy more raw milk products than average for Belgium so they are aware consumers. Besides this age group its the most populous in Belgium and in Flanders itself. In this age group there is also more married people, which are probably better situated and paying more attention to the quality of food they eat. Younger people (18-29 as resulted from research) more often think that raw milk is harmful and people older than 55 are usually more attached to local products.
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C.2.
Develop a persona based on research
Pieter van der Goost

Age : about 38 Living in his house in Leuven Married to Lies , 2 children Teacher at the University of Leuven, 3400euro monthly income Member of local runners club Cares about family life, health Likes to eat well, enjoys cooking, often prepares meals for his family and friends Sometimes goes out to his favourite restaurant in Leuven- Verse Namur Usually does shopping in supermarket where he can read labels and compare products, often buys fresh foods on the street markets Conscious about products he chooses, often buys organic Ready to pay more for better quality Already buys raw milk cheese because he likes its rich taste and he considers it healthy for him and his family (especially children) Open to new experiences, likes trying new food Buys cooking books and tries new recipes Subscribes to Cine tele revue magazine Internet and social media user, follower of Belgian food lovers, checks and compares things on the Internet before buying, often buys online Stays up-to-date because he reads a lot of his interest on the Internet Watching TV- favourite cooking show Met feeling and reading the magazine for this show titled the same.
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Part D Final Conclusions and recommendations

Conclusions
Belgium despite its internal division and complex system of government remains one of the strongest economies in EU and active participant of international trade. It has problem with ageing population like almost every West European country but still its largest population is 33-50 which is the most promising for buying raw milk cheese. Belgium and Netherlands are both members of euro zone what makes trade between those countries simple with the same currency and free movement of goods. There are also no serious issues concerning raw milk cheese in Belgium or its doesnt pose any stricter rules on its exporters than EU. The neighbourhood of the countries can be an additional benefit as it reduces transportation costs. The overall production and consumption of cheese increased in 2010. The production increased with 3,2% and the consumption rate per person with a respectively 1,9%. This shows a positive trend in the cheese market in Belgium that can be exploited. Cultural differences between Dutch and Belgians like Belgians being a culture with stronger uncertainty avoidance or feminine culture can become an opportunity if interpreted well. Belgians pay more attention to quality and taste than price what is important in case of quite expensive product like raw milk cheese. The only drawback resulting from the differences is that Belgians tend to choose local and well-known products. Dutch cheese unfortunately are not very well-known in Belgium and its the result of French cultures influence in Belgium. French cheeses are being more often promoted in restaurants and supermarkets (which are often French-owned) than Dutch raw-milk ones. Slow Food in Belgium has ten local chapters and organizes several campaigns to involve people in slow food idea but by the look of their website and scarcity of information media it can be judged that not many people know of their activity. Distribution channels that can be used to reach Belgian market are wholesalers like for example Jan DuPon Kaasimport which is Flemish direct importer of cheeses with its own distribution centre and logistics park. Beside that Dutch cheese can be sold to supermarkets like Colruyt or Carrefour which are popular chains in Belgium, specialized cheese shops and delicatessen, bio shops, markets and online. Main motivations for cheese shops to sell Dutch Raw Milk cheese is its high quality and unique taste what Belgian consumers value so much. This love to high quality and taste of food results in general positive attitude towards raw milk cheese. Many Belgians, especially families, value it also for its health properties. Slight differences in consumption between regions occurred- Flemings consume more raw milk cheese than other Belgians. In the Walloon region raw milk cheese consumption meets the countries average but with this region being the poorest, the hygiene risks are a bigger concern. Unfortunately there appeared to be quite strong competition from local farmers and cheese makers that are so many in Belgium, especially in Wallonia where tradition of making cheese is highly developed. Producers for example of Herve region have strong position on the market that can be hard to compete with. 40
Main publications related to consumers and distribution channels seem to be just door to door magazines or reports published by consumer panels like Crioc or Nielsen. There are several big associations regarding the raw milk cheese market such as the BCZ-CBL and the UDCF-UZKK- which represents a large group of small scale producers protecting the artisanal cheese from extinction. Media such as LinkedIn is often used to communicate between independent producers. The places of the meetings are also special events organized by European Farmhouse Cheese makers or trade fairs like Vitasana or Travola.
Recommendations
Conducted researched revealed that Belgian market can be difficult to reach because of its specific complicated nature, cultural differences between Belgians and Dutch or strong competition from many local Belgian producers. From the other side it offers many opportunities because this country in many ways similar and close to Netherlands with even the same language in Flemish region. Also data show that consumptions of cheese increases so there is still market space for new products. Those market opportunities can be exploited by targeting the right consumer group which as we suggest are inhabitants of Flemish region, age 30-50, middle class or upper middle class, educated, conscious about health and diet and making well-considered purchasing choices as our personaPieter We judge this group the most promising one as it is the richest, most aware of raw milk products and most eager to try new products than other groups. We suggest to reach this group by choosing chain of different distribution channels described in the report: wholesalers, supermarkets, specialized shops and delicatessen, bio shops, markets and online as we think such diversification can help increase the sales. Its also important for the product like raw milk cheese to get its regular customers and be recognized on the market. To achieve this goal we consider most appropriate to promote it through social media channels and even more by participating in trade fairs like Travola or events organized by cheese associations and Slow Food NGO.
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Appendices
1. List of sources 2. Project contract
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1.
List of sources67
rd
ENGLISH-3 YEAR TEXT GROUP-E GROUPS, CHARLES. R, ECHEVIN.L, HASSANZADEH & MOGAVERO. F, ICHEC BUSINESS SCHOOL, edition 2011-2012, p.160 RISK PERCEPTIONS OF THE BELGIAN POPULATION scientific report, VAN AEKEN. K, TURKANU. C, BOMBAERTS. G, CARLE. B, HARDEMAN. F, URL address: http://publications.sckcen.be/dspace/bitstream/10038/660/1/blg_1038_barometer_2006.pdf, p.30 "O habitent les Belges les plus riches?" http://trends.levif.be/economie/actualite/politique-economique/ou-habitent-lesbelges-les-plus-riches/article-1194966031033.htm BELGIUM : SOCIETY, CHARACTER AND CULTURE, an essay on the Belgian culture, U.R.L adsress: http://pespmc1.vub.ac.be/BelgCul2.html ROYAUME DE Belgique, le meilleur magasin dEurope est Anvers , U.R.L address : http://diplomatie.belgium.be/fr/Newsroom/belgium_unlimited/divers/ni_2010-11-05_fromagesaanvers.jsp http://europa.eu/legislation_summaries/internal_market/single_market_for_goods/free_movement_goods_general_fram ework/l21001b_en.htm http://www.slowfood.com/rawmilk/eng/52/europe https://www.cia.gov/library/publications/the-world-factbook/geos/be.html http://statbel.fgov.be/en/binaries/Key%20figures2011_en_tcm327-148284.pdf http://statbel.fgov.be/en/binaries/Key%20figures2011_en_tcm327-148284.pdf http://statbel.fgov.be/nl/modules/publications/statistiques/arbeidsmarkt_levensomstandigheden/Fiscale_inkomens__per_gemeente_-_2008.jsp http://www.census.gov/population/international/data/idb/country.php http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/leeftijdgeslacht/belgie/ http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/burgerlijke_staat/jaar/ http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/burgerlijke_staat/geslacht-leeftijd-burgerlijke-staatgewest/ http://tebiki.be/2011/03/14/eating-organic-volume-1-shops-in-brussels/ http://www.emb-news.com/a000013.php http://www.fromagedeherve.com/ap01.html http://www.herve-societe.be/chiffres_fr.php?langue=an http://www.hethinkelspel.be/index.php?option=com_content&task=view&id=32&Itemid=80 http://www.vlam.be/export/exporteur_en.phtml?id=777 http://www.bioferme.be/eng/index.php http://www.beauvoordse-walhoeve.be/onze-producten/ http://www.groschene.be/mod-catalogue/catalogue.asp?id=17563&lang_id=1
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All sources retrieved between 30.01.12-16.03.12
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http://www.fermegrodent.be/FR/produits.asp http://www.catharinadal.be/p_overons.html http://www.agris.be/fr/Produits_du_terroir_Wallon/fermiere/home/fromage/fromage.htm http://tebiki.be/2011/03/14/eating-organic-volume-1-shops-in-brussels/ http://www.farmsteadfresh.com/buy-raw-milk-cheese-online-store.html http://www.brussels-belgium-travel-guide.com/belgium-food.html http://www.ilovecheese.co.uk/belgiancheese.html http://www.oivo-crioc.org/files/fr/3959fr.pdf www.linkedin.com www.fil-idf.org http://www.bcz-cbl.be/ www.ikm.be www.favv-afsca.be www.fromagersdebelgique.be www.kaasridders.webs.com http://www.eurofound.europa.eu/emire/BELGIUM/WORKINGHOURS-BE.htm http://www.indexmundi.com/map/?t=0&v=67&r=eu&l=nl http://www.google.com/publicdata/explore?ds=d5bncppjof8f9_&met_y=ny_gnp_mktp_pp_cd&idim=country:BEL&dl=en& hl=en&q=gnp+belgium http://www.euromonitor.com/belgium/country-factfile http://www.specialtyfood.com/news-trends/featured-articles/retail-operations/the-myths-about-raw-milk-cheese/ https://www.cia.gov/library/publications/the-world-factbook/geos/be.html http://www.belgium.be/nl/economie/economische_informatie/statistieken/ http://www.dupontcheese.be/ http://www.carrefour.eu/nl/store http://www.cora.be/cora/front/splash/display.do http://nl.delhaize.be/nl-BE/Onze-winkels/Onze-winkelformules/Delhaize-Supermarkt http://www.kaasmeestervantricht.be/ http://online.wsj.com/article/SB10001424052748703384204575509833623115038.html http://diplomatie.belgium.be/en/Newsroom/belgium_unlimited/miscellaneous/2010/ni_2010-11-05_fromagesaanvers.jsp http://www.kndinteractive.eu/kaashandelschollaert/index2.html
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http://www.sequoiashop.com/ http://cuisinelove.com/bruxelles/index.html http://www.tavola-xpo.be/en/welcome_6.aspx http://www.gouterbruxelles.be/spip.php?article334 http://slowfood.ruhosting.nl/ http://www.slowfoodvlaanderen.be/ http://www.karikol.be/spip.php?rubrique9 http://www.slowfood.com/international/13/ http://ec.europa.eu/taxation_customs/resources/documents/taxation/vat/how_vat_works/rates/vat_rates_en.pdf, http://www.fedex.com/us/international/irc/profiles/irc_be_profile.html?gtmcc=us, http://www.slowfood.com/rawmilk/eng/50/why-raw-milk http://www.realmilkcheese.com/why-buy-raw-milk-cheese
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2.
Project contract
PROJECT CONTRACT
By: Humeira Amini S1039234 Tessa Baas S1037305 Ewelina Kozowska - S1052006 Rick van Duursen - S1030511 Paul Connolly S1055220 Yannick Mulamba S1056091 Class: Teacher: Date: IBS2A Project group number 1 Mr. A.J. Janssens 30 January 2012
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This project contract contains the deals that have been made by the students of project group number 1 from class IBS2A spring semester 2012. The contract is valid until the end of this semester. This project is in cooperation with: Christelijke Hogeschool Windesheim Mr.: A.J. Janssens Campus 2-6 8017 CA Zwolle Tel. 038 - 469 99 11 Students from 1st Project Group: Humeira Amini - S1039234 Tessa Baas - S1037305 Ewelina Kozowska - S1052006 Rick van Duursen - S1030511
Paul Connolly S1055220 Yannick Mulamba - S1056091
Project period: 30 January 2012 23 March 2012
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ASSIGNMENT
Problem definition
The project assignment is to develop an international marketing strategy on how can Slow Food successfully support Dutch producers of raw milk cheese in marketing their products in Belgium.
Project objectives
Belgian market in context of raw milk cheese will be analyzed in order to search for the most important factors and trends and to make Slow Food able to successfully support Dutch producers of raw milk cheese on Belgium market.
Project commission
In the end of period three there will be delivered a market research report (maximum of 45 pages) and a marketing communication plan. Answer to the problem on How can Slow Food successfully support Dutch producers of raw milk cheese in marketing their products internationally? will be given by using the four parts A, B, C, and D from the study guide:
Part A Macro
What are the relevant macro-economic factors relevant to (raw milk) cheese in this country (Use DESTEP) Raw milk cheese import regulations Overview of the current main cheese / food production consumption related issues in Belgium Attitude towards (artisanal high quality) food in general Find out cultural differences which could be relevant for the way to best promote raw milk cheese (Use the Hofstede model. ) What is the emotional image of Holland with respect to cheese with the target groups (Country of Origin image) How is the NGO Slow Food perceived in Belgium
Part B Meso
Current export barriers with Dutch raw milk cheese farmers What are the consumer market segments for raw milk cheese Who are competitors What distribution channels for raw milk cheese are available, (cheese shops, delicatessen, restaurants, cooking clubs, web shops) What are the motivations for cheese shops to sell Dutch Raw Milk cheese) Consumers attitudes towards raw milk cheese, buying, shopping , cooking, eating What are the main publications relevant to the consumer or distribution channels Are there any societal participants: media, platforms, networks, partnerships relevant to raw milk cheese (like the specialist cheese association SCA) 48
Where and how do the participants meet each other: events, online networks, social media
Part C Individual motivation for buying raw milk cheese

Choose one promising potential consumer target group for Dutch raw milk cheese , describe motivations for buying Develop a persona based on research
Part D Final Conclusion and recommendations

References (at least 20 independent sources, with date of the information retrieved). (References will be judged on credibility, quality, authorized source, actuality of information, and relevance to assignment.) Appendices: - Project contract - Relevant background information - Research findings
Project activities - Period 3

Planning Project contract and blog name Part A: Macro analysis of raw milk cheese market in Belgium Part B: Meso analysis of raw milk cheese market in Belgium Part C: Individual motivation for buying raw milk cheese Part D: Conclusions and Recommendations Hand in the project and preparing final presentation Giving presentation Deadlines 10-02-2012 17-02-2012 Whos responsible Every group member We will divide this every week
24-02-2012
We will divide this every week
02-03-2012 09-03-2012 16-03-2012 19-03-2012 2303-2012
We will divide this every week We will divide this every week We will divide this every week We will decide later who will do the presentation
Project boundaries
Length of the project: It will be finished on 23 March 2012. Width of the project: It will be concentrated on the entire Belgian market. We will get the information mainly by desk research using different Internet sources like organizations websites, articles, social media sites etc. We will also contact specialized cheese shops in Belgium and Slow Food Belgium to get necessary information.
49
Quality
We are aiming for the high quality because our group consists of international business students with experience in working on projects. Also one of the group members is Belgian what gives us a better insight into Belgian market. What is more the quality will improve by working together and using reliable different, up-to-date sources.
Project organization
Name student Tessa Baas Humeira Amini Rick van Duursen Ewelina Kozlowska Paul Connolly Yannick Mulamba E-mail tessa.baas.tr@gmail.com / Tessa.TRB@live.nl (for dropbox) humeiraamini@hotmail.com Rick_duursen@hotmail.com ewelina_kozlowska@interia.pl Paulconnolly1991@gmail.com yannickmulamba@live.be Phone number +31612634301 +31622381285 +31653855336 +31684426344 +353871341519 +32494923831 Role Group member Group member Group member Secretary Group member Group member
Project costs and revenues

Printing will cost 5 cents per printed paper. will print everything out and at the end of the project we will divide the costs by 5. 40 euros per hour per student 90 hours per student for one period 90 hours per student X 5 students = 450 hours total 90 X 40 = 3.600 euros per student 3600 X 5 = 18.000 euro for one period
Risk analysis
The risk is not giving Slow Food the advice on how to support Dutch raw milk cheese producers in selling their products in Belgium. In order to prevent this we will take following actions: use Dropbox for saving the project and preventing data lost if someone gets sick, the group will take over the assignment or if someone forgets to do his/her assignment he/she has to work on it in the weekend to be sure that we can meet the deadline
50
Code of conduct
Any absence or possible late coming should be communicated to the group leader before the project day starts. If someone is not present for 3 times without an explanation or letting the group leader know before the project day starts, he/she will be kicked out of the project group. We expect everyone to be present and focused on working on the project during the project day and also on additional meetings if those are necessary. Every group member is responsible for delivering his/her part before fixed deadline. Any changes in deadline have to be discussed with other group members a day before fixed deadline. If someone doesnt deliver his/her work 3 times, he/she will be kicked out of the group. At least 2 days before handing in the final report every group member is obliged to read the whole report carefully and correct or discuss encountered mistakes and doubts with other members. Every member of our group is responsible for the whole project. If someone delivered work with poor quality, he/she could get a lower grade than other group members. Lay-out: Headings: Calibri number 13 and bold Sub headings: Calibri number 12 and bold Font: Calibri number 11
51
Agreed by:
Humeira Amini - S1039234 ________________________________
Tessa Baas - S1037305
_______________________________
Ewelina Kozowska - S1052006
________________________________
Rick van Duursen - S1030511
________________________________
Paul Connolly S1055220
________________________________
Yannick Mulamba - S1056091
______________________________
52

Dutch Raw Milk Cheese Project Group 1

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Dutch Raw Milk Cheese Project Group 1

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Dutch Raw Milk Cheese Project supported by Slow Food

Part 1 International Market research

Belgium Values and norms

Behaviour Level of education Religion Lifestyle

Raw milk cheese import regulations

http://europa.eu/legislation_summaries/internal_market/single_market_for_goods/free_movement_goods_general_fra mework/l21001b_en.htm, retrieved 11.02.12

http://www.slowfood.com/rawmilk/eng/52/europe, retrieved 11.02.12

Figure 1: Cheese production 2008-2010 in Belgium. (in tons)

http://www.favv-afsca.be http://www.ikm.be/home_nl.phtml 5 www.bcz-cbl.be

Attitude towards (artisanal high quality) food in general

Breakdown of the Belgian household expenditure 2009

furniture, household appliances clothing, footwear

culture, education health and recreation

Idem, p.161 Idem, p.162 13 Idem, p.162 14 http://publications.sckcen.be/dspace/bitstream/10038/660/1/blg_1038_barometer_2006.pdf,

How is the NGO Slow Food perceived in Belgium

Genetically modified crops.

http://www.gouterbruxelles.be/spip.php?article334 http://slowfood.ruhosting.nl/ http://www.slowfoodvlaanderen.be/ http://www.karikol.be/spip.php?rubrique9 http://www.slowfood.com/international/13/

http://ec.europa.eu/taxation_customs/resources/documents/taxation/vat/how_vat_works/rates/vat_rates_en.pdf, retrieved 10.03.12 http://www.fedex.com/us/international/irc/profiles/irc_be_profile.html?gtmcc=us, retrieved 10.03.12

Belgium Flanders Walloonia German-speaking Community Brussels-Capital Region

10,839,905 6,251,983 3,498,384 75,222 1,089,538

Population in Belgium according to sex and age:24

http://www.census.gov/population/international/data/idb/country.php, retrieved 12.03.12 http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/leeftijdgeslacht/belgie/, retrieved 12.03.12

Population of Belgium by sex and age on 1st January 2010

http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/burgerlijke_staat/jaar/, retrieved 12.03.12

http://statbel.fgov.be/nl/statistieken/cijfers/bevolking/structuur/burgerlijke_staat/geslacht-leeftijd-burgerlijke-staatgewest/, retrieved 12.03.12 and own calculations 28 http://publications.sckcen.be/dspace/bitstream/10038/660/1/blg_1038_barometer_2006.pdf, retrieved 13.03.12

http://tebiki.be/2011/03/14/eating-organic-volume-1-shops-in-brussels/, retrieved 5.03.12 http://www.oivo-crioc.org/files/fr/3959fr.pdf, retrieved 13.03.12

Who are competitors

http://www.emb-news.com/a000013.php, retrieved 20.02.12 http://www.fromagedeherve.com/ap01.html, retrieved 20.02.12

production of mild, tradition of

http://cuisinelove.com/bruxelles/index.html, retrieved 15.03.12 http://www.tavola-xpo.be/en/welcome_6.aspx, retrieved 14.03.12

43% 31% 12% 12% 10% 9%

http://www.oivo-crioc.org/files/fr/3959fr.pdf CENTRE DORGANISATION ET DE RECHERCHE DU CONSOMMATEUR URL address : http://www.crioc.be/

http://www.bcz-cbl.be/www/ http://www.fromagersdebelgique.be/ 64 http://www.kaasridders.webs.com/ 65 http://www.alphagalileo.org/Organisations/Default.aspx?OrganisationId=8375 66 http://be.linkedin.com/in/kaasmeestervandewalle

Part C Individual motivation for buying raw milk cheese

Develop a persona based on research

Pieter van der Goost

Part D Final Conclusions and recommendations

All sources retrieved between 30.01.12-16.03.12

Project period: 30 January 2012 23 March 2012

Part C Individual motivation for buying raw milk cheese

Part D Final Conclusion and recommendations

Project activities - Period 3

We will divide this every week

02-03-2012 09-03-2012 16-03-2012 19-03-2012 2303-2012

Project costs and revenues

Tessa Baas - S1037305

Ewelina Kozowska - S1052006

Rick van Duursen - S1030511

Paul Connolly S1055220

Yannick Mulamba - S1056091

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