Family Business Magazine by Treur Kaas

AN EXPANSE ON TREURKAAS

SUPPLIER DE MEKKERSTEE TALKING A MAN WITH A MISSION EMPLOYEE TALKING ‘We turn the cheeses'

JOINTLY RESPONSIBLE FOR SUCCESS

TREUR KAAS PREFACE FAMILIEBEDRIJF IN BEELD

Deze 100% natuurlijke dips zijn bereid met fruit, mosterd en kruiden in verrassende combinaties. De smaak per variant is uniek; een combinatie van zoet en zuur en tegelijkertijd kruidig en sprankelend. De dips combineert u met kaas, fijne vleeswaren, paté, vis, gegrilde groenten en rauwkost.

DEAR READERS, Over the last few years, we have noticed a clear revaluation of the family business. Our trade journal aims to detect and present examples of this type of companies. Beautiful gems in all branches of the economy. Family businesses are characterised by a close-knit team, founded on solid business operation, passion, high commitment of the employees and a management keeping the long-term interest at the forefront. “Familiebedrijf in beeld” (Family Business in View) is a spokesman of the management and interviews customers, suppliers and employees. We provide a vivid image of these dynamic companies. We were, for instance, allowed to record the story of Treur Kaas (Treur Cheese) in Woerden. Idyllically situated between pastures in the Green Heart of Holland. A long time ago, founder Evert Treur (92) would ride his freight bicycle to sell cheese. Meanwhile, we are two generations further and the Treur warehouse accommodates 200,000 kg of cheese. Cheese that they mature themselves. For Evert-it-was-all-miraculously-managed, a dream came true. For me too, 92 years after the introduction of, what I think is, one of the best books in Dutch literature; ‘Kaas’ (Cheese) by Willem Elsschot, I was finally allowed to work on a magazine regarding this product. A tribute.

Enjoy reading, Govert Lagrouw

publisher and editor-in-chief Familiebedrijf in Beeld

COLOFON

www.familiebedrijfinbeeld.nl

Verkrijgbaar bij Treur Kaas

Familiebedrijf in Beeld is een uitgave van

Realisatie, tekst en coördinatie

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Govert Lagrouw

Fred van Kuyen, 06-14 44 19 73

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Eindredactie

4251 CL Werkendam

Govert Lagrouw

T 0183-401078

Fotografie

Treur Kaas

M 06-51200448

Sandy Klein Gunnewiek, Treur Kaas

Rietveld 93

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Vormgeving en opmaak

3443 XB Woerden

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Lagrouw Communicatie

www.treurkaas.nl FAMILIEBEDRIJF IN BEELD

TREUR KAAS CONTENT FAMILIEBEDRIJF IN BEELD

THIRD GENERATION:

BRIEF CHRONICLE FAMILY BUSINESS IN VIEW TREUR KAAS

THE GREATEST THING IS TO SEE PEOPLE GROW

THE SUCCESSORS

09 WEYDELAND, PREMIUM CHEESE

EMPLOYEE TALKING COMMERCIAL MANAGER BERT WESTMAAS

‘A BLUE CHEESE LIKE SAINT AGUR IS REALLY THE BEST' CUSTOMER TALKING: HET MAASSLUISE KAASWINKELTJE

‘CONTINUOUS QUALITY IS WHAT WE NEED'

DE MEKKERSTEE, PIET DEN HERTOG HAS THE FLOOR

A MAN WITH A MISSION

FAMILIEBEDRIJF IN BEELD

13 15

MANAGER OPERATIONS JEROEN DE LAAT

17 19

‘ONE MUST BE AWARE OF THE RED LINE’ EDDY SCHOUTEN: OPERATOR OUTER BOX LINE AND ANDRÉ KLOMPENMAKER: OPERATOR TREATMENT LINE

THANKS!

‘WE TURN THE CHEESES’

THE CHEESE IN THE PICTURE

35 FAMILIEBEDRIJF IN BEELD

TREUR KAAS HISTORY FAMILIEBEDRIJF IN BEELD

FROM THE “FAMILY BUSINESS IN VIEW” TREUR KAAS

Driving through the rural area near Woerden, in the Green Heart of Holland, you can almost taste the origin of Treur Kaas. Meandering country roads. You see an occasional cow grazing and can even find a bridgemaster levying toll. Back to the 1950’s. But once arriving at the Treur Kaas company, you realise that it is the year 2021.

Modern lorries, up to date office furnishing and a keen receptionist showing the way. Still, we go back to the 1950’s first, when founder Evert Treur started his own business in 1955. Son René Treur about those early years: “Our father grew up in a peasant family. He was by no means an egghead, but he was a hard worker”. Working on the farm for the rest of his life was not quite his ambition. Dad saw more future in trading the farm products. One day, he asked his father whether he could try that for one day. At the end of that day, his father told him, cynically: “You see? That’s not for you”. But Evert thought differently and the good feeling had got to him. My brother Daan’s son, Eduard strongly resembles him: a sort of smartness to view opportunities and come up good. It is something that cannot be taught. My father had never come across terms like commerce or marketing, but he did amazingly well. On a freight bicycle full of cheese, he passed the cheese shops and sold his merchandise to anyone who was interested. In the summer, when his competitors went on holiday, and might skip a visit to the cheese shop, he would purposefully go there.

FAMILIEBEDRIJF IN BEELD

He managed to convince the shops. My father sometimes visited shopkeepers for a number of years without being able to sell a single gram. Still, he managed to create an amicable atmosphere. “Let’s smoke a cigar together”. One day, the shopkeeper would need him and that’s how his clientele increased.” Anyway, the freight bicycle became a van and three people were employed. In order to keep up with the growth, the company moved many times. In 1956 it relocated to the Jan Bakkerstraat (room for 60,000 kilos of cheese), in 1959 to the Rijnstraat/Havenstraat (120,000 kilos), further on to an old flour mill in 1968 (320,000 kilos) up to the current location at the Oude Rijn, in 1981 (500,000 kilos). Evert Treur, in contrast to his own father, was rather positive about a future for his sons in trade. To his good fortune, in 1981, son Daan decided to boost the ranks, followed by son Bert in 1989. René was the next, in 1991. Three brothers under father’s wing, what about the ‘division’? “Our father had built three identical warehouses here. One for each son. But the warehouse-idea turned out quite differently. We didn’t divide our positions in terms of kilos of cheese, but in discipline. Daan, we believe that he has yellow blood,

“

IT WAS MORE THAN SIMPLY ‘SUPPLYING.

focussed more on product development and communication, Bert would commit to transport and I would see to the entire organisation.”

Of course, the company has also seen setbacks. Elbow grease is the best polish. But it took until 2009 before the Treur Kaas imperium was confronted with its own limitations. “We worked bloody hard, from early morning until late at night, but the results were by no means astonishing. In fact, the company had become too broad. The distribution of the cheese to shops using own transport, had grown into a genuine transport company, the shops developed into a franchise formula. Two entirely different disciplines.” In short, something had to change. René: “One day, we sat around the table and put it all on the table. Brother Bert sold his shares to Daan and me and retired. As a result, we got rid of the ‘transport’ branch. By the way, later on, Bert started his own small transport company, WDL Transport, and ‘till this day, that company is our regular transporter. We also got rid of the franchise model and, just as in the old days, we simply started supplying shops. Back to basics”.

“

BRIEF CHRONICLE

This ‘simply supplying’, was expanded by Treur Kaas into a specialist in upper class cheeses, aimed at the cheese specialty businesses and itinerant trade. It was more than simply ‘supplying’. The package was expanded by an assortment of foreign cheeses and additional products like toast, bread, wine and butter. The entire transition was quite profitable for Treur Kaas. Meanwhile, the company employs around 50 employees and their cheese can be found on shelves in sixteen countries, all over the world. Early 2015, the third generation of Treur entered. Eduard Treur, son of Daan Treur, started in the family business.

FAMILIEBEDRIJF IN BEELD

TREUR KAAS

HISTORY FAMILIEBEDRIJF IN BEELD

‘IT WAS ALL MIRACULOUSLY MANAGED’

FOUNDER EVERT TREUR An interview with 91 year old Evert Treur, founder of Treur Kaas, had best been described as listening, listening and more listening. The questions prepared could be put back instantly, as Treur won’t waste a second when he has the floor.

He talks about his life’s work nonstop. How he grew up during the war years, as a young man, and carefully tried to persuade his father to let him work at his cousin’s cheese shop. “My father was a farmer and in those days, as the eldest son, you were supposed to take over the farm, at a later stage. But I wanted something different.” This ‘different’ would not take place until the late 1950’s, when Evert seized his opportunity to start his own business after all. The magic happened as he, as a young boy, had to deliver margarine on his transport bike and noticed that he was doing well getting on with customers. And the great thing is that he, in fact, kept doing that for the rest of his life. Visiting customers, preferably around 25 or 30 per day. Until two years ago, he would visit traders and shopkeepers he knew from ‘the past’, to deliver calendars. “I used to come here to try and earn some money and now I’m here to give something away”, I said. That was highly appreciated. ‘You are the only one who comes around from time to time’, said some of the widows. And that’s what I was doing it for.” A ‘people person’ from the days when nobody was familiar with that term yet. “In order to get customers, one must work very hard, but it is even tougher to retain a custo-

FAMILIEBEDRIJF IN BEELD

mer”, is one of his favourite statements. As he decided to start his own business in 1955, the actual hard work began. But, as he was accustomed to vending 110 kilos of margarine for a trader, on his bike, free of charge, those cheeses weren’t all too bad. He rode through the Green Heart, on his Sparta 125 cc, and far beyond. Amsterdam, Maarssen, Utrecht, Veen and Wijk and Aalburg, Den Haag. He could easily still recall the order of all the towns and villages he used to pass on his trips. Despite his respectable age, he still has a clear mind. He sprightly walks through the living room, using his cane and showing the reporter around. They pause for a moment in his study. On the wall, all the silent witnesses, the photos of the business properties where he built his cheese company over the years. It was never about getting rich. That was a feeling already caused by his family, his basis. “Whatever we earned would be put back into the business. That would provide him with a buffer for challenging times. The aim was to keep providing employment for all the families working with us. In hindsight, I can only say: “it was all miraculously managed”.

IMPORTANT: EVERYONE IN THE CHAIN SHOULD MAKE MONEY’

THE SUCCESSORS OF RENÉ AND DAAN TREUR

The tasks have been clearly allocated. Daan Treur (57) is the man in product development & marketing. Brother René (47) is more like the man behind the scenes, making ends meet, guarding the logistics, as well as the operational processes. Together with Daan’s son Eduard they are the only shareholder, but the company likes a fresh wind. Their Advisory Board ensures external influence for the brothers.

Their Advisory Board provides the brothers with external influence. In addition, a broad Management Team was chosen purposefully. This includes Daan’s son Eduard (ensuring the youthful spirit), the experienced Arie Terlouw (financial) and Bert Westmaas (commerce) and Jeroen De Laat (operations). According to René, his brother Daan must have yellow blood. And whether coincidental or not, on the day of the interview, Daan is wearing a yellow ochre jumper, a colour that reminds of cheese. Whatever you discuss with Daan, it will turn into a cheese-story in no time. The man is cheese. He excitedly explains about family recipes that sometimes took three years to compose, before the cheese was completed. Technically that is, afterwards the cheese must be sold, a magical event, because you never know how the people in the shop will react to it. Of course, they work with tasting panels and with dairy technologists. Yet the “proof of the pudding” is practice.” Some great stories are told about cheeses that became a hit by coincidence. Cheeses that were just about to be rejected, but the remnants of which suddenly turned out to be a hit. As said, great stories, but no cock-and-bull stories. What the brothers have in common is

their modest attitude, being thankful for all the wonderful things that have happened to them. “It was all miraculously managed”, their father Evert would say. They grew up in an entrepreneur’s family. René: “We, as boys, were simply put to work in the cheese warehouse”. Daan: ”Once we lived next to the warehouse, there wasn’t any difference anymore between work and private. We played in the warehouse, where our swing was installed. I was just three years old when I joined my father (Evert) on his trips to customers in Amsterdam. Mother (Bertha) would see to a bag with clean clothes. We were literally in the middle of it”. For father Evert, wealth was never the ultimate goal. “It was about providing quality to our customers. Enabling them to do good business with our cheese.” René and Daan feel just the same. No blokes who prefer shiny Porsches. “What we find important is that everyone in the chain is able to make money. The farmer, the shopkeeper and the trader. In recent years, we have noticed a new wave of farmers who make cheese themselves. They are able to make some money that they will invest into their product. Thus, quality will continue to improve, which is beneficial to everyone.” FAMILIEBEDRIJF IN BEELD

TREUR KAAS

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THIRD GENERATION: EDUARD TREUR

THE GREATEST THING IS TO SEE PEOPLE GROW The face of son Eduard Treur (32) shows remarkable resemblance with that of his father Daan. Apart from this exterior resemblance, there is another one: crazy about cheese. Eduard: “I wouldn’t be able to enjoy my work half as much if it didn’t involve cheese”.

The smell, the wonderful food, it is all exciting to him. Just as maintaining the earnings model for the entire chain in the quality segment. Perhaps that is even his biggest passion. He can get excited, saying about introductions that are coming up or an international quality label for Treur Kaas: Daniel’s Selection. The logo, the labelling and the product range are all operable already. At the forthcoming trade fair in Cologne, the brand will go wild. “But first there will be an internal launch, on the exact date that Daan has been with the company for 40 years”. As a third generation, for Eduard it wasn’t an easy ride. “As family, you must earn a position in our family business. It’s not like we will devise a job title for you, my father always said”, according to Eduard. He studied commercial economy at the Rotterdam College. After that, the plan was to work elsewhere for a few years. It would be a job in automation. “First learn what it is like to work for a manager”, my father said. I simply had to apply for the job, when I landed at Treur as an account manager, six years ago.” He really liked the job. Attracting new customers was quite satisfying. Funny detail: Eduard also visited cheese traders who had been a customer for more than 40 years. “Customers of my grandfather. Especially in the province of Noord-Brabant; people there are very loyal, as opposed to making a fuss, requiring tough negotiation.” He has a keen eye for today’s opportunities. Investing in the website, social media and their house brand Weydeland fits his generation. Still, he learned a lot from his predecessors. “The norms and values of the family remain unchanged. ‘Honesty is the best policy’, my grandfather always said. I still consider it a family value that we must treasure.” His father Daan followed in the footsteps of his father, because that was ‘tradition’. For Eduard it was more like a conscious choice. “My parents have always allowed me to choose. I do this, because this is what I really like to do.” Meanwhile, starting on 1 January 2021, as the junior board member, he joined as shareholder. “We have started a succession process, including the necessary trainings. The greatest thing is: watching people grow. Coaching account managers and trainees is quite satisfying. One must inspire people and allow them the opportunity to devise things themselves, instead of making them a copy of you.”

“

I WOULDN’T BE ABLE TO ENJOY MY WORK HALF AS MUCH IF IT DIDN’T INVOLVE CHEESE

“

Spek Accountants en Belastingadviseurs

THIRD GENERATION FAMILIEBEDRIJF IN BEELD

FAMILIEBEDRIJF IN BEELD

TREUR KAAS CUSTOMER TALKING FAMILIEBEDRIJF IN BEELD

THE CHEESESHOP IN MAASSLUIS

ICT COMMUNICATIE BEVEILIGING

‘CONTINUOUS QUALITY IS WHAT WE NEED’

ICT, COMMUNICATIE EN BEVEILIGING Voor Treur Kaas, een bedrijf waar continu geproduceerd wordt, is een goede ICT-omgeving en optimale beveiliging van wezenlijk belang. Al jarenlang is Lagarde Groep hét aanspreekpunt voor Treur Kaas als het gaat om ICT, communicatie en beveiliging. Treur Kaas heeft korte lijnen met hun eigen klantteam van Lagarde Groep. Lees meer op lagarde.nl

Psssttt.. Benieuwd hoe de samenwerking tussen Treur Kaas en Lagarde Groep eruit ziet? Scan de QR-code.

KAAS UIT WINKEL Van de zee naar het land en zo op je bord Nee, niet letterlijk uit zee natuurlijk. Maar Winkel, de plaats waar Kaas uit Winkel gemaakt wordt, is een prachtige locatie tussen de Noordzee en het IJsselmeer wat bekend staat om de zilte en rijke kleigrond. Het gras wat hieruit groeit is heerlijk mals en dat maakt de kaas zo bijzonder romig en puur. Verdeeld over 2 locaties heeft Kaas uit Winkel circa 400 koeien die vrij ronddartelen in de wei en beschikking hebben over een comfortabele stal, net als het prachtige onderkomen voor de 2100 geiten. De dieren op de boerderij zijn gezond en happy. Dit is de beste basis voor de lekkerste kaas! De kazen die door Kaas uit Winkel gemaakt worden; zijn Ons Genot, Villa Provence, Villa Wasabi, Chevretta en Twisca. Voor meer informatie, kun je een kijkje nemen op de website van Treur Kaas.

As a writer, you obviously need to prepare an interview. So, the reporter went to take a look on the website of the “Maassluisse Kaaswinkeltje”. It all looked so delicious that the desire to write turned into a desire to relish!

Martijn and Carry Opbroek have had this cheese shop since 2001 and have become one with it. Quality and service is what it’s all about. “We have no cheese on offer, but we offer cheese”, the shopkeepers state. Their tasteful shop in the old town centre is the favourite place to go for many a cheese-lover from Maassluis and nearby Maasland. Customers have visited us for generations. “One moment they are lying in a pram and the next moment they are pushing one themselves. Anyone who has acquired the taste of quality cheese will never want anything else.” And it is quality cheese that has been supplied by the Treur family for a great number of years. In 2001, at the start of their enterprise, Martijn and Carry took over the shop and decided to keep doing business with the then supplier Treur Kaas. “Never regretted this. We will not just switch to someone else, because they might be a bit cheaper, that is not what it is about. We use Treur’s entire assortment of Dutch cheeses, including aspects in terms of folders, pricing, digital photo material, promotions and of course comprehensive service.

Whenever there’s a problem, Treur will fix it without fuss. Supplying new cheeses straight away and crediting the old ones. As such, one can rely on their supplier. To Treur, you’re not just a number. You are a real person. They know you and you know them. You know what can be expected from one another”. Like the customers of Martijn and Carry move from generation to generation, the same goes for their supplier. “Previously, we had a lot of contact with Daan and René Treur and sometimes even with their father. Nowadays, it is Daan’s son Eduard. It looks like a real stable company, which is important to our kind of establishment. We rely on customers that go for continuous quality.” Doing your job, surrounded by all these delicious cheeses, isn’t that really tempting? “Well, of course one has to check what we sell”, they quip. “So, we will cut off a slice for ourselves. On the one hand it is just ‘work’, so you know what you are selling, but on the other hand, these are the perks that come with this job …”

FAMILIEBEDRIJF IN BEELD

TREUR KAAS SUPPLIER TALKING FAMILIEBEDRIJF IN BEELD

DE MEKKERSTEE, PIET DEN HERTOG HAS THE FLOOR

Wij feliciteren de familie Treur met het 65-jarig jubileum!

A MAN WITH A MISSION NIEUW

mèkkertaler Buutegeweun lekker!

Ouddorp, the business location of goat farm “De Mekkerstee” is officially part of the province of Zuid-Holland. But manager Piet den Hertog forgives the reporter for thinking he finds himself in the province of Zeeland. The interview takes place under a clear blue sky. The sea murmurs at walking distance.

KIJK VOOR ONS COMPLETE ASSORTIMENT OP WWW.DEMEKKERSTEE.NL

It was never proven, but it seems obvious that the salty air has a tasteful influence on the goat cheese made here. Piet den Hertog grew up in the “Hertog-ice-cream” family business. So Piet has been involved with dairy all his life. Twenty years ago, he saw the opportunity and started “De Mekkerstee”. The idea was; producing biological goat cheese in combination with a care farm for people who are distant to the labour market. Well, Piet was about the only one who was confident about this idea, not the bank, nor the council that he called upon. But Piet was a man with a mission. He persevered and finally his plan materialised in rural Ouddorp, by the sea. And all those who had doubts were proven wrong. Just think about it: Piet started his cheese dairy with 75 goats and meanwhile this number has expanded to 650! Prepared with care, as over the years he managed to let around 30 people (75 in the hay days), who were distant to the labour market, grow into having a regular job through daytime activities. Piet’s eyes sparkle while he tells his story. He is proud of the results he achieved, a flourishing cheese dairy where he makes

enough money to help people who are having a hard time. Profit through sustainability. “That is the way I was brought up. At our home, there was always room for people who had less.” Meanwhile, his successful cheese dairy has been expanded with a children’s farm, ice-cream making and a restaurant. Tours are provided in the cheese dairy and in the adjacent farm store one can buy all kinds of regional products. Every year, “De Mekkerstee” welcomes almost 120,000 visitors! His Mekkerstee brand of goat cheese is distributed by Treur Kaas throughout the Netherlands and far beyond. The cheeses mature in Ouddorp for about a month before they are transported to Woerden to continue maturing. This results in about half a lorry filled with cheeses, every week. “We have been cooperating for sixteen years already. And never a word on paper. And that’s no requirement. A man is as good as his word.” FAMILIEBEDRIJF IN BEELD

TREUR KAAS EMPLOYEE TALKING FAMILIEBEDRIJF IN BEELD

+31 (0)6-53382950 berttreur@wdl-transport.eu

COMMERCIAL MANAGER BERT WESTMAAS

Rietveld 77 3443 XB Woerden

‘A BLUE CHEESE LIKE SAINT AGUR IS REALLY THE BEST’

www.WDL-transport.eu

He came, he saw, and experienced a lot. The 49 year old commercial manager Bert Westmaas had had only one employer during his life. At the age of nineteen, he started at Treur Kaas and would never leave the family business.

S.A. FROM-UN N.V.

When Bert mentions his employer’s future, he will talk about ‘being ready for the third generation’. Speaking of loyalty. But of course, above all, sales is in his DNA. As Bert became Sales Manager in 2008, he and just one other agent and one marketeer formed the entire ‘department’. Now, within the same department, he manages twelve specialists: account managers for the Netherlands, account managers for foreign countries, marketeers and in-house sales persons. The growth of Treur Kaas gave his initial title of Sales Manager more glamour. From now on, he would be regarded as a Commercial Manager. Particularly abroad, that sounds a lot better. The results are key to him. Because without sales, everything will stop. Still, Bert manages to keep tasting the flavour of cheese. At his home, there is always at least a kilo of cheese in the fridge. “Delicious, but a blue cheese like Saint Agur is the absolute best, I think.” Every month, he will spend at least two days visiting a fixed group of shopkeepers that he retained as a client group. “This way, I will keep in touch with the market. When I’m talking to the shopkeeper and negotiate, I experience what my Account Managers are

experiencing. Moreover, I will get feedback from the shopkeeper regarding our products, which one can always learn from.” Westmaas explains that the preferences of consumers visiting cheese specialty businesses have changed over the years. “In the past, we mainly sold cheeses of different maturity, which is still the basic assortment, but farm cheese, herb cheese and cheeses from abroad are rapidly advancing. Exaggerating a little, one could state that every consumer represents a niche. This is a favourable development for Treur Kaas, as we are entirely focussing on quality and specialty. Us maturing most of the cheeses here ourselves, is of course an additional advantage. Our suppliers are already dedicated to the next step: sustainability and pasturing. I will expect a lot of it.” In addition to manager and cheese fanatic, Westmaas is also a connector, serving as a liaison between the management and the work floor. “I can tell how a representative thinks and acts. Like the appreciation for a ‘company car’. As a management team, you might think: what difference does leather upholstery make? But for a representative, this means a form of acknowledgement.” FAMILIEBEDRIJF IN BEELD

TREUR KAAS EMPLOYEE TALKING FAMILIEBEDRIJF IN BEELD

LANDGOEDKAAS De (H)eerlijke smaak van het land

MANAGER OPERATIONS JEROEN DE LAAT

‘ONE MUST BE AWARE OF THE RED LINE’

Op landgoed Mariënwaerdt worden de lekkerste biologische kruidenkazen gemaakt met de volle melk van de zwartbonte koeien, die grazen op het uitgestrekte landgoed. Vruchtbare rivierklei en

“Rack 404”, that is the one containing the best cheese. Such an answer can only come from the mouth of a manager operations. One who knows all the ropes of the primary process, as he would call it. At Treur Kaas, Jeroen De Laat is responsible for the entire routine.

biologische teelt, zorgen voor eigen veevoer en een grote grassoortenen kruidenrijkdom. Dit geeft veelzijdige melk met een volle smaak. De kaasmakers op het landgoed produceren dagelijks, van de verse melk die ’s morgens van de boerderij komt, diverse soorten landgoedkazen met de rijke smaak van het landgoed. Specialiteiten zijn de verschillende kruidenkazen, zoals de walnoot-fenegriekkaas, bereid met walnoten van de notenbomen op Mariënwaerdt.

VOLG ONS

LANDGOED_MARIENWAERDT

HEERLIJKHEID MARIËNWAERDT

STAPELBAKKER.NL

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From the moment the cheese enters the business, the maturing in the warehouse and after that, the entire preparation to get the cheese ready to be sold in shops. No, Jeroen doesn’t do all of that on his own. As a manager, he supervises the smooth process. “My aim is to be able to sit down with my arms crossed. Some managers make themselves indispensable, but one must strive to be expendable. The process must be embedded such that it will also run smoothly without me.” Treur Kaas is not at that stage yet, but as a professional, he believes, one must always strive for the optimal situation. What follows, is a full report on all facets of the process. Like the reception of cheese fitted with barcodes and every cheese getting its own individual spot in the warehouse. That is where the maturing process starts. In the conditioned rooms, the cheeses are sitting nicely, on wooden planks. Some longer than others, some more moist than others. Everything is being regulated. The secret to success. Just a bit longer, or shorter, or just a somewhat higher temperature, it all affects the flavour of the cheese. Once the cheese leaves the building on its way to the customer, then the grand finale follows. All products are then fitted with wrapper and label, usually bearing the house-brands Weydeland or Villa, sometimes under private label. “One must be alert to the big picture, the red line. Be careful, as a manager, not to lose yourself in the details. One must keep an overview of the workforce and the market- or seasonal influences.” Jeroen thoroughly enjoys working at a family business. Of course, he could perform a similar job at a quoted company. But still. “One can notice in everything that the approach is different here. The objective of this firm and this family is clearly focused on the long term. Across generations. A lot of attention is given to the atmosphere and personal relations. It is a lot more social and personal. It makes you feel like you are part of the Treur family. Ha-ha, of course there are a lot of people here from that family.” FAMILIEBEDRIJF IN BEELD

TREUR KAAS EMPLOYEE TALKING FAMILIEBEDRIJF IN BEELD

‘WE TURN THE CHEESES!’

All Treur cheeses are being matured in the own cheese warehouse. It’s an easy thing to jot down, but the maturing of cheeses is a delicate process. Maturing is an ingenious mixture of humidity, temperature and the duration of the maturing process. A bit more of this or that can make a huge difference in the taste sensation of the product. There are no study books or educations to find out which mix is optimal for which cheese. Years of experience by the specialists in the warehouse was passed on this way, from generation to generation. This secret of the cheese is carefully kept by the men and women in the warehouse. The “Family Business in view” reporter spoke to two of these specialists.

FAMILIEBEDRIJF IN BEELD

Eddy Schouten

Eddy Schouten (38) is operator of the outer box line. A job title that should actually be called a craft. With care for the product (“cheese is a great product”), Eddy ensures that the incoming cheeses are turned, weighed and fitted with wrappers and labels. In the old days that was all done manually. Quite hard work. But nowadays Eddy has found himself a buddy: the outer box robot. Eddy gets along with him perfectly. “The burden is much less. Very nice.” Incoming cheeses from suppliers are sitting in so called boxes (racks), the robot gets the cheeses from the racks in steps and turns them over (we turn the cheeses!), to subsequently weigh them. After the decoration (providing them with wrappers and labels) the next robot takes over the cheeses, turns them and lies them to rest in the warehouse for additional maturing. Sometimes, the cheeses are given a sort of wax treatment to stop the maturing process. This prevents young cheese from maturing to old cheese too quickly. Eddy is not much of a cheese fanatic himself, but he loves food. He engaged in a vocational bread and pastry training, obtained a warehouse manager diploma via an evening study and before joining Treur, now four years ago, he also worked at a cheese trader. “Food is something I am into. My father was a cheese wagon driver. Even as a boy, I was already dragging cheese around for him.” He also has ambitions, as Eddy would like to develop into a more managing job title. Preferably at Treur. He is quite happy working there. “I think my supervisors would hate me for calling them mister. The mutual distance is very small.” Colleague André Klompenmaker (59) is another cheese fanatic. Once, André had his own mobile supermarket, he worked at a cheese trader and 27 years ago, he started working at Treur Kaas, hired by brothers Bert and Daan, while founder Evert was still working full weeks. “Cheese never becomes tedious, he says, referring to the consumption: “In summer, during winter and preferably with a drink, nibbling that old crumbly cheese.” His eyes sparkle as he tells this. André is the man taking over the baton err… the cheese, from Eddy. Once Eddy is ready, André moves the cheese to his so-called treatment line. On this line, the cheese is turned over (We turn the cheeses!) and undergoes a polishing treatment. Subsequently, the cheese is plastic-coated (the yellow layer), rinsed and put back on the shelf in the box. As operator of the treatment line, André feels right at home. “I hope to keep doing this until the day of my pension.” He is one of the veterans who worked with all three Treur generations. There’s not much difference, according to him. Of course, a lot has changed over the years. ICT, marketing and internationalisation were terms never heard of during the early years. But the norms and values, the company culture, according to him, is unchanged. “One is not a number here. They know who you are. When my wife broke her leg earlier this year, they frequently asked: “how is Ria doing?”

André Klompenmaker

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CHEESE NEVER BECOMES TEDIOUS

“

EDDY SCHOUTEN: OPERATOR OUTER BOX LINE AND ANDRÉ KLOMPENMAKER: OPERATOR TREATMENT LINE

FAMILIEBEDRIJF IN BEELD

TREUR KAAS THE CHEESE IN THE PICTURE FAMILIEBEDRIJF IN BEELD

Treur Kaas is a genuine family business, established in Woerden, the cheese centre of the Netherlands. There is a constant temperature and humidity here, so the flavour can optimally develop. Treur Kaas is always looking for the tastiest cheese specialties with unique flavours. To this end, they cooperate with small-scale cheese dairies and farmers who have a passion for cheese. This way, a unique assortment is created. In addition, Treur Kaas offers a wonderful concept through its extensive marketing support.

FAMILIEBEDRIJF IN BEELD

TREUR KAAS THE CHEESE IN THE PICTURE FAMILIEBEDRIJF IN BEELD

BROAD ASSORTIMENT The Treur Kaas assortment includes various Dutch cheeses, like Gouda cheese, farm cheese, herb cheese, goat cheese and sheep cheese. All chee-

FAMILIEBEDRIJF IN BEELD

ses are tenderly prepared by different farmers and small-scale cheese dairies. Subsequently, the cheeses end up at the Treur Kaas warehouse, where they are matured and looked after.

The story behind the cheese (the storytelling) is becoming more and more important. People who buy the cheese want to know where it comes from. That is the reason that Treur Kaas carefully selects the cheesemakers

themselves. The story of these cheesemakers can be read on the Treur Kaas website, so you can find out for yourself who prepared the piece of cheese on your cheese board.

FAMILIEBEDRIJF IN BEELD

TREUR KAAS

advertorial

WEYDELAND PREMIUM CHEESE IN THE PICTURE FAMILIEBEDRIJF IN BEELD

GROEI VINDT ALTIJD ZIJN WEG Actief sinds 1955 en de derde generatie inmiddels ingetreden: Treur Kaas is een familiebedrijf met een rijke historie. Dat moet je koesteren, zegt men dan. Bij Bunt Groep gaan we graag een stap verder dan alleen het koesteren.

GROEIEN? Nee, niet elke ondernemer wil z’n bedrijf graag uitbreiden. Dat is ook niet wat wij als eerste bedoelen met groeien. Bunt Groep helpt jou om te floreren in je vak. Net als je medewerkers. Waar ben je echt goed in? Waar zit jouw potentieel? Er kan eigenlijk altijd wel iets beter. Met Bunt Groep ontdek je dat potentieel. Zo zorgen wij dat jij jouw werk goed kan doen. Dát is groei. GROEISPURT Grote stappen snel thuis? Dat past niet bij groei. Bij Bunt Groep gaan we zorgvuldig te werk. Allereerst brengen we de huidige situatie in kaart. Hoe sta jij, of hoe staat jouw organisatie, ervoor? Waar kan het beter? Vervolgens kunnen we bepalen wat voor jou en je organisatie passende stappen zijn. Op het gebied van persoonlijke ontwikkeling, op teamniveau of op organisatieniveau.

FAMILIEBEDRIJF Bij Bunt Groep hebben we hart voor familiebedrijven als Treur Kaas. Niet alleen omdat we zelf een familiebedrijf zijn, maar ook omdat we bij alle familiebedrijven hetzelfde uitgangspunt zien. Niet de winst staat voorop, maar de continuïteit van het bedrijf. Duurzame groei – op de lange termijn. Dat zorgt voor loyaliteit en betrokkenheid van medewerkers, maar ook voor duurzame klantrelaties. Dat zie je dan weer terug in je resultaten.

“

AAN DE SLAG? Onze adviseurs, coaches en trainers helpen om grip te krijgen op het hier en nu, te bepalen waar je heen wilt én je daarvoor de juiste zet in de rug te geven. Met warme persoonlijke begeleiding en waardevolle trainingen. En als het anders moet, dan hoor je het van ons. Wij nemen geen blad voor de mond. Alleen als je weet waar je aan toe bent, ontdek je waar je naar toe wilt.

WEYDELAND CHEESE IS KNOWN FOR ITS CREAMY CHARACTER AND FULL FLAVOUR

“

Want als een plantje niet groeit, gaat hij dood. Zo simpel is dat. Stilstand is achteruitgang. Bij Bunt Groep weten we dat als geen ander. Daarom helpen wij organisaties om te ontwikkelen en daardoor te groeien.

WEYDELAND CHEESE The premium cheese brand of Treur Kaas is Weydeland Cheese. This is a Dutch cheese made from meadow milk. Weydeland Cheese is known for its creamy character and full flavour. This cheese, available at ages from young to old, will be prepared from now on, by use of vegetarian rennet and will be lactose-free. This premium cheese brand by Treur Kaas is made by the CONO Cheesemakers, established at Midden-Beemster. CONO Cheesemakers is the most sustainable cheese dairy in the Netherlands. In addition, as from 1 January 2021, their production process has been climate-neutral, so that is something Treur Kaas is, of course, rather proud of.

www.buntgroep.nl 26

FAMILIEBEDRIJF IN BEELD

TREUR KAAS THE CHEESE IN THE PICTURE FAMILIEBEDRIJF IN BEELD

Groei vindt altijd zijn weg Bij Bunt Groep weten we dat als geen ander. Daarom helpen we jou en je organisatie te ontwikkelen en daardoor te groeien.

Ben je ondernemer? Of leidinggevende die wil professionaliseren? Wil je je bedrijf overdragen aan de volgende generatie? Of ben je ZZP’er en wil je groeien? Onze adviseurs, coaches en trainers helpen om grip te krijgen op het hier en nu, te bepalen waar je heen wilt én je daarvoor de juiste zet in de rug te geven. Waar kunnen we jou mee helpen?

BUNTGROEP.NL

KIJK! een combinatie van meer dan 23 jaar!

TOTAL SUPPLIER In addition to the broad assortment of cheese, Treur Kaas also has other products in the assortment. For instance, foreign cheese, butter, wines, dips, tapas and olives. This way, the Treur Kaas clients can stock their point of sale from one single supplier. One of the things that makes Treur Kaas unique, is the personal advice and the comprehensive sales support. The marketing department sees to all kinds of bespoke promotional material, for instance posters, counter display cards, shelf tags, folders, adverts, vouchers, business cards, dummies, pavement signs, shop flags and lots more. They also take care of shop lettering for their customers. ‘Your shop lettering is your representation, so it has to be good’.

Interieur & Exterieur signing | Voertuigreclame | Bewegwijzering | Restyle & Renovatie

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een krachtige samenwerking waar wij meer dan trots op zijn! FAMILIEBEDRIJF IN BEELD

WEYDELAND KAAS WORDT GEMAAKT DOOR DE BESTE KAASMAKERS SMAAK MET RUIM ” 100 JAAR ERVARING

(SZ SL]LYHUJPLY ]HU KL NYVUKZ[VɈLU ]HU KL TLYRLU Weydeland, welke exclusief via Treur Kaas verkrijgbaar is, is CONO Kaasmakers trots op de inmiddels jarenlange samenwerking. Treur Kaas kiest voor kwaliteit in de gehele keten daardoor passen we ook goed bij elkaar. Wij zijn samen steeds op zoek naar vernieuwingen waarbij de consument centraal wordt gesteld. Op deze wijze werken we samen de gemaakte plannen uit. Ook de uitwerking van het duurzaamheidsprogramma van CONO Kaasmakers welke op een geheel eigenwijze door Treur Kaas is omgebouwd naar koe, mens en land is een voorbeeld van de juiste onderscheiding maken in de totale positionering.

CONO KAASMAKERS VINDT HET BELANGRIJK DAT EEN KOE GOED IN HAAR VEL ZIT

De van vroeger!

”

Op ambachtelijke wijze en met passie en vakmanschap ontstaat Weydeland kaas; puur en eerlijk en ontzettend lekker! ‘De smaak van vroeger’ is een uitdrukking die Weydeland kaas oproept.

Dankzij de authentieke kaasbereiding en het geheim van kaasrijping weet Weydeland kaas die smaak te evenaren die mensen herinnert aan vroeger. Romig rijk en met een eigenheid die de smaakkenners doet verblijden. Een kaas maken met een sublieme smaak klinkt gemakkelijk, maar in werkelijkheid is dat het niet. Ervaring, smaakontwikkeling en de beste melk vinden voor de kaas geeft Weydeland haar unieke verhaal. Een bijzonder rijke smaak en een uitzonderlijke smedigheid maken Weydeland kaas tot de lekkerste kaas van Nederland.

is alleen verkrijgbaar bij de echte kaasspecialist!

De koeien lopen 180 dagen per jaar, 10 uur per dag in de wei. Dit is hoger dat de wettelijke norm van 120 dagen, 6 uur per dag. En nu in 2021 eten de koeien GMO-vrij krachtvoer. Dit betekent dat het RYHJO[]VLY NLLU NLUL[PZJO NLTVKPÄJLLYKL middelen bevat. 80% van het krachtvoer komt direct uit de regio. Dit betekent aandacht voor de mens, dier en milieu. De cirkel is rond; zorg goed voor onze wereld. Dan is het gras het best, de koe gezond, de melk van het beste kwaliteit, de boer blij en de kaas het lekkerst. Onze Weydeland kazen worden gemaakt door CONO Kaasmakers.

www.weydelandkaas.nl

Weydeland is een merk k van Treur Treu ur Kaas ass

Sinds 1 januari 2020 is het productieproces van CONO Kaasmakers klimaatneutraal. Melkwater wordt zoveel mogelijk hergebruikt en bij de aangesloten leden melkveehouders wordt duurzaam opgewekte stroom afgenomen. De kaasmakerij is nu aLSMZ VɉJPLLS KL TLLZ[ K\\YaHTL kaasmakerij van Nederland!

De lekkerste en eerlijkste kaas maken we samen

HTRANS

De Boeren van al generaties lang de beste kaasmakers! Wij zijn een gedreven club aanpakkers met voor alles een oplossing. Als de oplossing niet voor de hand ligt dan bedenken we er zelf één. Want wat er ook gebeurt, we zorgen altijd dat het lukt. Door de synergie tussen onze disciplines robotics, cheese, convenience en end-of-line leveren wij standalone oplossingen en integreren wij complete systemen.

Luzernestraat 77 • 2153 GM Nieuw-Vennep • info@dero-groep.nl • www.dero-groep.nl

DG ADV MagazineTreur v1.indd 1

22-03-2021 11:41

TREUR KAAS

CUSTOMER TALKING FAMILIEBEDRIJF IN BEELD

THANK YOU DEZE UITGAVE KWAM TOT STAND DANKZIJ DE MEDEWERKING VAN

NEELTJES CHEESESHOP IN VOLKEL

‘THEY ARE THE EXTENSION OF OUR SHOP’ D

The reporter calls Neliane Verbakel, owner of Neeltje’s cheese shop, well after five o’clock. “During day hours I can be found in my shop, then I don’t have time.” Hey Govert, a voice calls at the other end of the line, when we finally talk to her. Her cordiality is catchy. You’d like to visit the shop immediately. And that is the whole idea. Nelianne has just recently passed her start-up. In February 2019 she opened her cheese shop in Volkel, in the province of Brabant. At just 22 years old, she managed to turn her side job into an enterprise. “I had always had these side jobs in cheese shops. I dreamt of owning my own shop.” Of course, she sells cheese for sandwiches, but the assortment is much broader. “We sell everything FAMILIEBEDRIJF IN BEELD

for a cosy night on the sofa. From chocolate to tapas, fresh nuts, special beers, wine, olive oil, French sauccisons (sausages) and many more tempting products. Wow, such a delicious assortment. Yes, it was a rather large step to start my own business. But she hasn’t regretted it for a moment. Just as her choice to join forces with Treur Kaas as a main supplier. She praises the cheese and particularly the support. Inside and outside, her shop has been styled after Weydeland, the A-brand of Treur Kaas. “There was nothing I needed to do myself. The Treur marketing department is really amazing. Posters, promotions, labels, displays, website, anything that has to do with PR and communication will be developed and customised for you.” Her 50 m2 shop is nicely filled. Nelianne

does everything on her own, which means that some days it is quite busy for her. “That’s another great thing about Treur. If it becomes too busy for me, for instance on Saturdays, I can hire a self-employed person who comes in to assist me in the shop. Isn’t that marvellous?” The results are impressive. Over the last few years, her shop showed a nice increase of turnover. But Nelianne is well aware that she is not out of the woods yet. Being just 24 years old, she has barely started. “That’s why I love it that Christel, our account manager at Treur Kaas, comes in, every four to six weeks to have a chat. That way, one has the opportunity to fine-tune with someone who has the same objective.”

Dero Groep

Stapelbakker

www.dero-groep.nl/nl/

stapelbakker.nl

Spek

Lenotti

www.spek.nl

www.lenotti.com

Lagarde

Jongeneel Verpakkingen

www.lagarde.nl

www.jongeneelverpakking.nl

Klaver kaas

Voets

www.klaverkaas.nl

www.voetsforcheeselovers.nl

VWS Nederland

Branche Benefits

www.vwsnederland.nl

www.branchebenefits.nl

HTrans

de Mekkerstee

www.htrans.nl

www.demekkerstee.nl

De Producent

van Dijk Trucks

www.deproducent.nl

www.dijkauto.nl

Weydeland kaas

From Un

weydelandkaas.nl

www.fromun.be

Brouwersign

WDL

www.brouwersign.nl

www.meijertools.nl

Bunt groep

BDO

www.buntgroep.nl

www.bdo.nl/nl-nl/home FAMILIEBEDRIJF IN BEELD

VWS Nederland is gespecialiseerd in wegen, etiketteren en automatiseren. Wij verzorgen de verkoop, installatie en service op de door ons geleverde systemen, waaronder weeg- en etiketteersystemen, etiketteersystemen, weegapparatuur, inspectiesystemen, weeg- en registratieterminals en software. Daar waar gewenst realiseren wij specifieke maatwerkoplossingen. Ons team van professionele en gemotiveerde medewerkers heeft samen meer dan 150 jaar ervaring in wegen en etiketteren. Niet voor niets hebben bedrijven van klein tot groot ons hun vertrouwen reeds geschonken en behoren zij tot onze gestaag groeiende groep tevreden klanten. Er zijn al volop systemen van ons operationeel in onder andere Nederland, België, Engeland, Noord- en Zuid-Amerika, Australië en Nieuw-Zeeland.

VWS Nederland feliciteert Treur Kaas met het 65-jarig jubileum en de keuze voor onze systemen VWS Nederland B.V.

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vws magazine treur kaas 20210312.indd 1

5374 EC Schaijk

T. +31 (0)88 03 03 100

E. info@vwsnederland.nl

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12-3-2021 16:56:31