FDBusiness.com

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

 Breaking News
  • Ryvita’s New Re-Launch Following a hugely successful year in 2017, healthy snacking favourite Ryvita is kicking off 2018 with not only a brand new campaign but also an exciting re-freshed look in addition a host of new and innovative products. On a mission to help women enjoy positive healthy living every day, Ryvita has teamed up with CRUK and one of the [...]...
  • Campari Group Launches New Super Premium Gin Campari Group has launched its new super-premium Italian gin, O’ndina, in the UK. The UK is the first market to roll out the product, which will later launch globally. With the launch of O’ndina, Campari Group enters the fast-growing Super Premium Gin category, with this Small Batch Italian Gin, crafted in Italy using fresh basil [...]...
  • KITKAT Ruby Arrives in the UK Nestlé UK is introducing a Ruby chocolate version of its iconic four finger KITKAT. Consumers in the UK will be the first in Europe to try a four finger KITKAT made with Ruby chocolate, a fourth chocolate after dark, milk and white. This unique KITKAT offers a new taste experience. The crispy four-finger wafer bar is [...]...
  • A Wee Dram Goes Further Than You Think Thanks to Goplasticpallets.com It’s one of the world’s favourite food exports and it’s important to keep the whisky flowing at all times. As the US writer, Mark Twain said: “Too much of anything is bad, but too much good whisky is barely enough.” That’s why The Edrington Group, the international premium spirits company, approached Goplasticpallets.com when it needed [...]...
  • Vion Names New CEO Vion, the international meat group, has appointed Ronald Lotgerink as its new CEO with effect from 1 September. Ronald Lotgerink is currently the CEO of Zwanenberg Food Group, a leading European producer and exporter of meat products, canned meat, snacks, soups and sauces. Ronald Lotgerink started his career at KPMG. In 1989 he joined Zwanenberg Food [...]...

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

  • April 22, 2018Natural & Organic Products 
  • April 24, 2018Scandinavian Wine Expo
  • April 24, 2018Seafood Processing Global
  • April 24, 2018InterFood Krasnodar
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements