‘Boer en Land’ is a brand operated by Friesland Campina in the Netherlands. Friesland Campina is the biggest dairy processor in the Netherlands and is a global player in dairy products and ingredients. I see the Boer en Land range as fitting into the ‘Keeping it Real’ trend with clear evidence of ‘back to basics’ and ‘passion for place’.
What’s new and innovative about Boer en Land is their activity on social media, particularly Facebook. There are regular posts giving an insight into the farming life. Pictures of happy animals are prominent. The families that operate the farms feature heavily. One post even included an ultrasound from a farmer’s wife! Before Christmas there was a popular competition to win a date with a farmer…
This emphasis on family farms perhaps fills a niche occupied by Irish dairy products in a lot of market.
The perceived familiarity with the source of the produce is possibly a reaction to a lot of food scandals in the Netherlands over the last 12 months. It will be interesting to see if this trend spreads to other categories.
Submitted by: Aonghus O’Drisceoil, Netherlands