Go Dutch for Cheese

Culture, craft and category growth opportunities with these cheeses.

Cheese has been part of Dutch life for more than two millennia, long before windmills and tulips became national symbols. Archaeological findings from 800 BC show that early farmers in the Low Countries were already producing cheese. By the Middle Ages, monks and merchants expanded production and built markets in Haarlem, Leiden, and Alkmaar that still operate today. By the 17th century, cheeses, such as Gouda and Edam, were shipped worldwide.

Today, the Netherlands ranks third among global cheese exporters, with $5.8 billion in sales in 2024, after Germany ($6.7 billion) and Italy ($5.8 billion), according to a recent analysis from WorldsTopExports.com.

“Here in the U.S., when people think of Dutch cheese, they almost automatically think of Gouda,” says Bryan Bland, specialty cheese category manager for Cincinnati, OH-headquartered The Kroger Co., which includes the over 1,100 Murray’s Cheese shops in the retailer’s supermarkets. “Over time, Gouda has evolved into a style rather than a strictly Dutch product, which means its connection to the Netherlands has blurred. That’s why education is so important to help our customers understand what makes true Dutch Gouda, Edam or Maasdam distinct.”

DUTCH CHEESES DEFINED

Dutch cheeses are traditionally semi-hard to hard cheeses made from cow’s milk, and known for their smooth texture, rich flavor, and craftsmanship, according to Sophie Elverding, international junior brand manager for Old Amsterdam, made by Westland Kaasspecialiteiten B.V., in the Netherlands. “Styles, such as Edam, Maasdam, and Leyden, each bring a unique twist that is mild and salty, nutty with holes, or spiced with cumin.”

Marieke Penterman, who grew up on a dairy farm in the Netherlands, moved to the U.S. and founded Marieke Gouda in Thorp, WI, in 2006, says it’s the process that defines the product.

“Dutch cheeses are traditionally made with cow’s milk and use a washed-curd process, aged on wooden shelves,” says Penterman, who in 2024 became the fourth woman ever to earn the prestigious Wisconsin Master Cheesemaker certification. “Buttery, balanced, and creamy is the universal image of Gouda and Dutch cheeses in general at a young age. As it matures, the texture and flavor deepen, developing those lovely tyrosine crystals in older wheels. It’s a diverse cheese that fits almost every palate in the family.”

Texture and versatility drive demand, says Kaya Freiman, brand communications manager for Emmi Roth USA, in Stoughton, WI, a domestic specialty cheese maker and importer of Swiss cheeses. “The firm, smooth texture of most Dutch-style cheeses makes them good for cubing, slicing and snacking,” says Freiman. “They’re mild, approachable, and melt well, fitting today’s demand for convenient, high-protein foods.”

Even with freight costs and tariffs, the supply of imported Dutch cheeses has remained steady, notes Josh Rosen, brand manager for FrieslandCampina North American Consumer Dairy, in Paramus, NJ. “We’ve invested in diversified production and logistics to keep availability consistent.”

With more U.S. companies now making Dutch-style cheeses, supply is stronger and less affected by shipping challenges and duty.

TRADITION MEETS INNOVATION

Dutch cheese continues to perform strongly in U.S. delis, bridging Old World craftsmanship with New World tastes.

“The most common are Gouda and Edam, but some delis also carry Maasdam,” says Old Amsterdam’s Elverding. “A balanced assortment should include a range of maturities and flavored options, such as smoked, chile, or cumin, along with wedges, slices, and snack-size portions.”

Gouda remains the category’s anchor. “Red Wax and Smoked Goudas are our most popular, with mid-aged options like Parrano offering sweeter, nutty notes,” says Murray’s Cheese’s Bland.

Old Amsterdam leads in the aged segment, combining traditional Dutch methods with “a touch of Italian inspiration,” Elverding says, to create its award-winning aged Gouda with creamy, savory flavor and sweet undertones.

Marieke Gouda’s Penterman continues to build on tradition through flavor innovation. “You can do so much with Gouda,” she says. “We make truffle, smoked cumin, honey clover, fenugreek, stinging nettle and jalapeño. They’re all based on Dutch tradition.”

“You can do so much with Gouda. We make truffle, smoked cumin, honey clover, fenugreek, stinging nettle and jalapeño. They’re all based on Dutch tradition.”
— Marieke Penterman, Marieke Gouda, Thorp, WI

Innovation keeps the segment dynamic, with FrieslandCampina offering products, such as Parrano Shaved and Shredded for easy cooking; A Dutch Masterpiece, small wedges of Rembrandt (12 month-aged Gouda), Vincent (6-month-aged Gouda Parmesan), Frans Hals (6-month-aged goat) and Vermeer (5-month-aged Gouda) for gifting; and Gayo Azul’s Dutch-Latin crossovers that resonate with Hispanic shoppers.

Hot Honey, Buffalo Ranch, and 3 Chile Pepper Goudas are Emmi Roth’s new flavor-driven offerings that appeal to younger audiences, while Dutch Cheese Makers, an importer in Garden City, NJ, explores global inspiration with Togarashi and Black Garlic Goudas that blend Dutch technique with modern trends.

For first-time buyers, accessibility matters most.

“Younger Goudas and havartis are mild, creamy, and easy to enjoy,” says Emmi Roth’s Freiman. “They’re a reliable entry point for those new to specialty cheese.”

Loyal buyers, by contrast, look for consistency of flavor, precise cuts, and transparent labeling that identifies age and milk-fat content, adds FrieslandCampina’s Rosen. “They value quality, authenticity, and sustainability and appreciate format variety, from exact-weight wedges to sliced and snack-size portions.”

In general, Marieke Gouda’s Penterman explains, “Dutch cheese has always been about craftsmanship and connection. Whether made in the Netherlands or Wisconsin, it brings people together — on a board, in a sandwich, or at the dinner table.”

DISPLAY: BY COUNTRY OR TYPE?

Retailers differ on whether to group Dutch cheeses or mix them by type. The best strategy depends on store size and shopper familiarity.

“A clear Dutch section with a Dutch Block — a visible section featuring country-of-origin signage, flavor and age ladders, and brand zones for Royal Hollandia, Parrano, A Dutch Masterpiece, and Gayo Azul, helps tell the story and increases visibility,” says Rosen.

Old Amsterdam’s Elverding recommends organizing by type. “U.S. consumers shop by cheese type. Grouping all Goudas together, then segmenting by brand, age, and flavor, makes navigation easy and encourages trial.”

Penterman supports dual placement. “Ideally, Dutch cheeses appear in several spots: alongside other Dutch cheeses, but also among Wisconsin-made cheeses. It’s important to highlight both authenticity and local production.”

Retailers with limited space can integrate Dutch cheeses alongside other cheeses.

“Combining Gouda, Edam, and havarti creates a visually interesting display,” says Emmi Roth’s Freiman. “The red wax of Edam, golden Gouda, and speckled Dill Havarti draw attention.”

Overall, a mix of strategies works best: a small “Dutch destination” for education and branding, along with integrated placement for convenience. This helps both core buyers and new shoppers connect with the category.

DRIVE DELI CHEESE GROWTH THE DUTCH WAY

Driving Dutch cheese sales requires more than shelf space.

“It takes a layered strategy combining trial tactics and education across in-store and digital touchpoints,” says Old Amsterdam’s Elverding.

Sampling and Storytelling: Sampling is the most effective trial driver. “Tasting is always the best,” says Murray’s Cheese’s Bland. “We sample all products.”

Penterman agrees and adds, “Sampling is key — taste always wins. Then a short story helps: that it’s farmstead, Wisconsin-made, and that I’m a Master Cheesemaker. People connect to that.”

Sample with a purpose, recommends Emmi Roth’s Freiman. For example, “comparing young versus aged varieties or demos like Parrano shaved over gnocchi.”

Also, tastings with promotions convert trials into repeat purchases.

Education and Communication: “Consumers buy what they understand,” says Elverding.

Shelf talkers with flavor cues, pairing icons, and QR codes linking to short videos simplify education.

Bland says Murray’s focuses on practical advice — how to use each cheese and what to pair it with.
“Education builds trust,” says FrieslandCampina’s Rosen. “It helps shoppers make confident choices.”

Pricing and Promotions: “Promotions can boost sales,” says Bland, “but strong everyday pricing drives consistency.”

Rosen recommends multi-buy offers. For instance, “Buy Royal Hollandia, save on A Dutch Masterpiece,” and small tasting cuts near premium wedges.

Elverding adds that coupons and trial discounts “convert interest into repeat purchases.”

Cross-Merchandising and Meal Ideas: Cross-merchandising keeps Dutch cheese relevant across meal occasions.

“Cross-merchandising and promotions make the biggest impact,” says Jessica Frey, Dutch Cheese Maker’s marketing director.

Rosen suggests pairing Parrano with pasta, A Dutch Masterpiece with charcuterie, and Gayo Azul with tortillas and salsas.

“Highlighting uses beyond cheese boards, such as on burgers, pizza, or mac and cheese, inspires discovery,” says Emmi Roth’s Freiman.

Marieke Gouda’s Penterman says some stores also use her cheeses in prepared foods, giving shoppers a chance to taste before buying. “It’s versatile — great on charcuterie boards, in soups, lasagna, or shredded over chili. It melts beautifully.”

Seasonal and Digital Engagement: FrieslandCampina’s “12 Weeks of Dutch” program rotates seasonal themes, such as Board Night, Pasta Night, and Soup and Sandwich. Displays combine three Dutch cheeses with jam, nuts, and crackers to create “one-stop” board solutions.

Online: Old Amsterdam’s Elverding sees continued opportunity to expand awareness. “By layering messaging across retailer websites, social media, and e-commerce, brands can build awareness and drive traffic to the deli case.”

As Dutch Cheese Makers’ Frey sums up, “It’s about keeping Dutch cheese visible — on shelf, online, and in recipes — so shoppers see how it fits into everyday meals. The more often they see it, the more often they’ll buy it.”