FDBusiness.com

World’s First Castello® Pop-up Store Opened in The Netherlands

 Breaking News
  • British Brewers Decrease Their CO2 Emissions by 42% Total CO2 emissions from the UK’s brewing industry have fallen by 42% in the last decade (2008 to 2018) – a reduction of 202,952 tonnes – according to new research conducted by the British Beer & Pub Association (BBPA). The research also found that the energy used to brew a pint of beer in the [...]...
  • Small Irish Snack Manufacturer Secures Major Contract With Tesco Pinkfinch, a County Down-based fruit snacks supplier, has secured a major contract with Tesco Ireland, which will see an estimated 100,000 bags sold annually. From launching his business in his parent’s spare bedroom five years ago,  Pinkfinch founder Michael Heaslip (pictured) has grown his innovative product line across Ireland, the UK, Europe, and the Middle East,  with [...]...
  • UK Supermarkets are Struggling to Grow The latest grocery market share figures, published by Kantar, show year-on-year supermarket sales were flat during the 12 weeks to 11 August 2019 as the tough comparisons with 2018’s strong summer continue. The memory of last year still looms large for retailers and this summer’s comparatively poor weather, combined with low levels of like-for-like price [...]...
  • Tickets Still Available For 2019 Irish Food & Drink Business Awards Some tickets are still available for the 2019 Irish Food & Drink Business Awards presentation ceremony and gala dinner to be held at the Citywest Hotel in Dublin on the evening of Thursday, 5 September 2019. The winners of the 2019 Awards will be named at the event. The prestigious awards programme, which was first introduced [...]...
  • Nestlé UK Launches New On-trend Flavours Nestlé has introduced two new on-trend flavours to its much-loved Munchies brand in the UK and Ireland. Available in 101g sharing bags, new Munchies Chocolate Fudge Brownie and Munchies Cookie Dough are the first new Munchies products since 1996. The new flavours were created at Nestlé’s confectionery sites in York and Fawdon, Newcastle. Munchies Brand Manager [...]...

World’s First Castello® Pop-up Store Opened in The Netherlands

World’s First Castello® Pop-up Store Opened in The Netherlands
November 04
14:04 2013

Castello®, Arla’s global premium cheese brand, has officially opened its first pop-up store in The Netherlands. The purpose of this colourful ‘experience store’ is to take consumers on a unique culinary journey through the world of speciality cheese. Until the end of the year, the Castello® store will be located in the New Babylon shopping mall in The Hague. The idea is to have it travel around the world and appear in cities such as London, Stockholm, Berlin, Copenhagen and New York.

In the Castello® store, cheese lovers can taste more than 40 extraordinary cheeses – all of them in combination with delicious wines, chutneys, jams or crackers. Sales colleagues will be on hand to advise on the best food pairings, for example, Aged Havarti is a perfect match with caramelized onion chutney and a Rioja, whereas Creamy Blue teams up best with Greengage Plum Confit and a Cabernet Sauvignon.

“The Castello® brand is all about discovering cheese and experiencing it in many different ways. We want to open the door to a new cheese world for our consumers and generate enthusiasm  about cheese. The world of speciality cheese often seems too complex for people, which is why we aim to democratize it by making it accessible for everyone,” explains Jimke Scholten, senior brand manager Cheese at Arla Netherlands and within the Dutch team responsible for developing the Castello® pop-up store.

The store tells the story of the Danish visionary Rasmus Tholstrup and his family. The Castello® story began in 1893, when young Tholstrup dedicated his life to cheese-making and travelled around the world to gain experience and knowledge. Today Castello® offers traditional blue cheese such as Danablu next to Swedish Kvibille® and the Bavarian cheeses made of mountain milk from the Alps.

“Taste is enhanced if there’s a story behind it. If you know the background to what you are tasting, food really comes to life and you can enjoy it to the full, especially when pairing food. In this unique store, cheese is not one-dimensional,” says Mark Schreuders, sales director at Arla Netherlands.

This particularly applies to the product range of premium artisanal cheeses – ‘Unika By Castello®’. These were created in collaboration with some of Denmark’s most celebrated chefs and are sold in high-end restaurants.

About Author

mike

mike

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2019Packaging Innovations & Luxury Packaging London 2019
  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements