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Cono Kaasmakers envisioned the rapidly growing food service market, but at that time was only active in retail and specialty stores. Yet we saw that Beemster cheese was already frequently used in various lunch and dinner dishes in the catering industry. We came to the conclusion that she may have missed out on approximately 35% of her total market potential with her Beemster brand.
A B2B introduction plan had to be developed from a range, organization and distribution perspective that was in line with the brand identity of Beemster cheese. In this way, Cono Kaasmakers was able to become active step-by-step within food service.