Division Gouda Holland’s image among European consumers

A large-scale survey carried out in six European countries showed that European consumers see the Netherlands as the most important producer of Gouda and Edam. Gouda Holland (and Edam Holland) are symbols of Dutch cultural heritage. European consumers regard Gouda Holland (and Edam Holland) cheese as brands. Market research (carried out on a representative sample of 1 250 respondents per Member State, with 97,5 % reliability) in the six Member States where Gouda (and Edam) consumption is highest shows that:

• there is a strong association between Gouda and the Netherlands;

• Gouda Holland is more popular than Gouda produced outside the Netherlands;

• almost half of consumers in the Member States surveyed believe that all Gouda is produced in the Netherlands;

• Gouda from Holland scores significantly higher on the variables ‘excellent quality’, ‘traditionally manufactured’ and ‘the original product’.

Gouda Holland (and Edam Holland) are synonymous with Dutch quality. Over a number of centuries, various measures and laws have been introduced, both by the Dutch Government and by the industry, to ensure that the quality of Gouda Holland (and Edam Holland) is maintained at a very high level. Moreover, the Dutch dairy industry has invested a substantial amount in meeting these high quality standards and opening up, cultivating and maintaining markets. Since 1950, more than NLG 1,4 billion (EUR 635 million) has been invested in advertising, awareness-raising and promotion in Europe (excluding investment in the Netherlands).