Dutch Raw Milk Cheese
Project supported by Slow
Food
Antonio Fernández
Els Schrier Nigel Oostra
Kriszta Rostas
Nerma Kadrić
Pérez
IBS2b
Group 7 – Spain
Friday 16, March 2012
S1052005
S1016990
S1038520
S1051868
S1039548
Dutch Raw Milk Cheese
Project supported by Slow
Food
Antonio Fernández
Els Schrier Nigel Oostra
Kriszta Rostas
Nerma Kadrić
Pérez
S1052005
S1016990
S1038520
S1051868
S1039548
IBS2b
Group 7 – Spain
Friday 16, March 2012
Research: Spanish Market research for raw milk
cheese
Slow Food Netherlands
A.J. Janssens, R.H. Kok, A.
Principal: Teacher: Hulzebos
The educational Windesheim University of
Management summary
Spain has a vast gastronomically culture. For the Spanish, cheese is not just food,
it’s almost a religion. Just like the Italians, they are very passionate about food.
Cheese has become a very important part of the Spanish diet. Throughout history,
the different regions each created an own type of cheese, and with over 100 cheeses
in Spain, it has become part of the Spanish culture. They also find it important that
cheese is made in the traditional way.
Spain, as a European country, has incorporated the law enforcement community
standards in the dairy sector. These are set out in Regulation No. 914/2011 of the
Commission on September 13, 2011 and Regulation (ec) no. 854/2004 of the
European parliament and of the council of 29 April 2004, mainly (they can be found
in the Appendix). Therefore there are not relevant import regulations.
Spanish people adore cheese; they eat it every day by itself, with bread, as a tapa, or
as a dessert. There are in Spain over twenty different types of cheese. There are
currently 13 different cheeses with Denominations of Origin in Spain.
Spain has cheeses made out of cows’, goats’ and sheep’s milk, but there is also this
difference that is called regions. Almost every region in Spain has its own cheese,
but it is also possible that a certain region has more than just one kind of cheese,
and that couple of those cheeses are famous because of the fact that they are from
a certain region.
Most favourite and popular cheeses are made out of sheep’s milk. The cheese
market in Spain is very entrenched. The consumption of cheese is still growing.
Spaniards consider food as one of the most important things on earth. They are
quite passionate and love to eat food whole the day. When it comes to the eating
habits and hours, it is very extensive. Spain counts 4 eating hours: el desayuno, el
almuerzo, la merienda and la cena. DO labels guarantee quality and safety of food;
therefore Spaniards attach really importance to it. For this reason it can be
concluded that the quality of food is very important to Spaniards and are being
required.
Using the cultural dimensions defined by Hofstede we have analysed the
Netherlands and Spain in order to be aware of national differences in order to find
the best way to promote Dutch raw milk cheese.
The Netherlands is regarded as the land of cheeses, however by conducting a small
survey it became relevant that most consumers from Spain are familiar only with the
industrial, pasteurized cheeses. The good image of Holland regarding cheese and
the opportunity lying in the distribution of the savoury raw milk cheese gives us a
green light to promote it in Spain.
Slow Food has 35 convivium in Spain that act individually, divided by region and
city. The information about the organisation can be found in their webpage but they
don’t have much movement on Social Media. Their membership’s amount has
increased since 2009 till now from 1,190 to 1,680 members and they are perceived
as promoters of healthy, clean and fair food, focusing in local production and
consumption of these products.
For the Spanish market there cannot be found any tariff barrier. Which should be
keep in mind are the strategy for entering the market, the best way for Slow Food is
by direct export formation because it is the easiest and cheapest way, and the
mentality towards Dutch raw milk cheese. Regarding to the Spanish cheese market,
which is in a very mature state, to be successful Slow Food needs to invest a lot and
change the mentality towards the raw milk cheese.
The Spanish market could be divided in 4 segments, by age, gender, income and
region. The most interesting group at the age segment would be the older adults.
49% of the population in Spain consists of this group and they have the best
motivations to buy the cheese. Men and women entail different feelings and
perceptions, but in general it´s more or less the same. On the middle income class
and higher should be focused, because research showed that they are able to buy
the cheese and pay attention to the quality and taste of certain products. Regarding
the consumption the focus should be on northern Spain, especially Basque, because
the most cheeses are being consumed there.
In Spain a lot of cheese is produced; this concludes that there are a lot of different
cheese varieties and competitors. Competitors for Slow food can be divided into
direct and indirect ones. The direct are the ones who also produce raw milk cheese
and the most important to Slow Food such as companies, farmers and local shops.
As a result of the growth of the Spanish economy, distribution has become a key
factor in supplying the consumer market. There are several ways to distribute to
Spain. One can choose for an agent, importer, importer/distributor or subsidiary but
also for other ways like: delicatessen shops, cheese/specialty shops, samples in a
supermarket (tastings), on the shelves, in restaurants, web shops, street markets,
farm shops etc.
The motivations why Spanish retailers, especially cheese shops, should sell Dutch
raw milk cheese have socio-economic and European integrative reasons.
Our research shows that Spanish have a positive attitude towards raw milk cheese.
More and more of them are becoming aware of the taste and quality difference of
this kind of cheese, which is a good point to start with.
Within the Spanish cheese industry there are several associations that support
cheese production and perform or promote events such as contests or fairs. Some
of them are the Artisan Cheese Makers Association, the Andalusian Association of
Cheese Makers, or the National Federation of Dairy Industries, between others.
Participants on the Spanish cheese market meet in several places like fairs
(especially cheese and wine together), cheese markets or even private cheese clubs
(usually from the same store that sells cheese). They are also on Internet, mainly on
Social Media (Facebook or YouTube) and webpages (stores, clubs, etc.)
Based on the criteria analysed on segmentation, the potential consumer target
group will be a young adult or adult (>21 years old) with a medium or high income
level that lives in a region within C and B divisions (see point 4.2).
After analysing the segmentation and the different profiles we can find in Spain, a
persona model has been developed with the different stereotypes and the different
criteria analysed in the points above. The personas developed are: mothers with
children, businessmen, cheese professional, ecologic people, professional chefs,
students and cheese trendsetters.
Table of contents
Introduction............................................................................................................7
Market definition (Define the scope of your market).................................................9
Macro analysis.......................................................................................................10
DESTEP...............................................................................................................10
Demographic factors.......................................................................................10
Economic factors.............................................................................................12
Social-cultural factors.....................................................................................13
Technological factors......................................................................................16
Ecological factors............................................................................................16
Political factors...............................................................................................17
Raw milk cheese import regulations...................................................................20
Current status of chees in Spain.........................................................................22
Attitude towards food in general........................................................................28
Cultural differences (Hofstede model).................................................................30
Emotional image of the country of origin............................................................33
NGO Slow Foods in Spain....................................................................................35
Meso analysis........................................................................................................36
Export barriers...................................................................................................36
The consumer market segments.........................................................................37
Competition.......................................................................................................43
Distribution channels.........................................................................................44
Motivation for selling Dutch Raw Milk cheese......................................................51
Consumers attitude towards raw milk cheese.....................................................53
Are there any social participants.........................................................................55
Where and how do participants meet..................................................................58
Individual motivation for buying raw milk cheese..................................................59
Potential consumer target group for Dutch raw milk cheese...............................59
Persona..............................................................................................................59
Conclusion and recommendations.........................................................................62
Conclusion.........................................................................................................62
Recommendation...............................................................................................62
Sources.................................................................................................................63
Appendix...............................................................................................................65
Project contract.....................................................................................................66
Background........................................................................................................66
Definition of the problem and formulation of the project objectives...................66
Project commission or project results.................................................................66
Project activities + planning + deadlines + responsibilities................................67
Project boundaries.............................................................................................67
Quality...............................................................................................................67
Project organisation...........................................................................................68
Project costs and revenues.................................................................................68
Working time (hours per student that is working)............................................68
Research time (hours per student that is finding and asking information)........68
Travelling cost (transportation time per student).............................................70
Printing cost (cost for printing documents, articles and the final project).........70
Risk analysis.......................................................................................................71
Code of conduct.................................................................................................71
Ranking of Spanish Cheeses voted publicly on Internet (Top 8)..............................73
Survey...................................................................................................................76
Article about a Spanish Raw Milk Cheese................................................................77
Background Information about Spain.....................................................................82
1. Introduction
Get to know your customers! This old statement will always be important, for every
company, organization and so on. Slow Food Netherlands knows what their
customers want: pleasure of food with a commitment to the community and the
environment. For many years they have countered the rise of fast food and fast life,
the disappearance of local food traditions and people’s dwindling interest in the
food they eat, where it comes from, how it tastes and how our food choices affect
the rest of the world. But now they are ready for more: they are ready to go to Spain.
This country is interesting to explore, because it might be a challenge, but could be
profitable as well.
How do you enter a market such as Spain? This paper contains information about
Spain, related to the branch Slow Food Netherlands is in: slow food. Many important
questions are answered in this paper, by the Macro and Meso analysis among
others. Who is our customer, how should we distribute the product? How do we
analyse the market, which shops are suitable and what are the risks?
All questions that are important will be answered in this report, including the final
and main question: “How can Slow Food successfully support Dutch producers of
raw milk cheese in marketing their products internationally?”
2. Market definition (Define the scope of your market)
In marketing, the term market refers to the group of consumers or organizations
that is interested in the product, has the resources to purchase the product, and is
permitted by law and other regulations to acquire the product. The market
definition begins with the total population and progressively narrows.
There are several terms that describe the market based on the level of narrowing:
• Total population
Spain has 46,754,784 inhabitants.
Potential market – those in the total population who have interest in
acquiring the product.
First of all, not all Spaniards share the same passion and commitment for good
cheese. Young people (up to 20 years) are the ones who usually at that age don’t
prefer a strong taste and/or products that are not known by them. Adults (21-40
years) are the ones that like to discover different tastes and types of food. Older
adults (41 and older) are people who are willing to invest in products who are
qualitative and healthy.
•
Available market – those in the potential market who have enough money to
buy the product.
People with a middle income (higher than €20,000) are able to buy the product,
since raw milk cheese is a more expensive product than other Spanish products in
the same sector. People from the middle class are also usually the people who are
willing to invest more in good quality food.
The size of available market for a product can be increased by decreasing the
product’s price.
•
Qualified available market – those in the available market who is legally
permitted to buy the product.
As a matter of fact, every person in Spain is allowed to buy cheese. There are no
laws or regulations that prohibit them from buying the product. The only thing is
that one should have enough money to buy it. If there would be any regulations,
than the size of the qualified available market could be increased through changes
in legislation that result in fewer restrictions on who can buy the product. However,
this is not the case.
•
Target market – the segment of the qualified available market that the firm
has decided to serve.
When it comes to the target market, there are several questions to think of. Are we
going to serve the entire population of Spain or just certain regions? What is the
‘size’ of the potential market?
First of all, the regions in the North of Spain are wealthier compared to the other
regions. The GDP is higher in these regions because the people in northern Spain
are more productive, there are more jobs and therefore they are able to earn more
money.
Therefore, the promising potential target market to serve would be the ones that:
•
•
•
•
Live in: Islas Baleares, Andalucía, La Rioja, Castilla y León, Cataluña,
Extremadura, Navarra, Cantabria, País Vasco, Canarias, Galicia and Principado
de Asturias;
Are 20 years or older, and;
Are in the middle-high level of income (€20,000 to €30,000).
For more information we refer to chapter 4.2 (the consumer market segments) and
chapters 5.1 and 5.2
3. Macro analysis
3.1
DESTEP
3.1.1 Demographic factors1
Population
Population number
46,754,784
Population growth 0.574%
Birth rate
10.66 births / 1,000 population
Death rate 8.8 deaths / 1,000 population
Life expectancy
Total population: 81.17 years
Male: 78.16 years
Female: 84.37 years
Ethnic groups
Composite of Mediterranean and Nordic types
Religions Roman Catholic 94%, other
6%
Literacy2
Total population: 97.9%
Male: 98.7%
Female: 97.2%
Education expenditures
GDP 4.3% of
Population structure
0-14 years female 3,435,311)
15-64 years female 15,637,090)
65 years and over female 4,609,532)
15.1% (male 3,646,614 /
Geography Capital
Surface area 67.7% (male 16,036,556 /
17.1% (male 3,389,681 /
Madrid
Total: 505,370 sq. km
Land: 498,980 sq. km
1
https://www.cia.gov/library/publications/the-world-factbook/geos/sp.html
2
Definition: age 15 and over can read and write
Water: 6,390 sq. km
3.1.2 Economic factors3
Trade plays a significant role in the economy of Spain; since they are very dependent
on their GDP (they are dependent on more than half of it). However, over the past
few years it has had a trade deficit, which stood at $77.5 billion in 2009, according
to the CIA reports. Spain’s weak trade scenario was caused by several factors,
predominantly the nation’s increasing reliance on imported petrol and decreased
market competitiveness. Additionally, the steady decline of Spain exports is also
attributed to the strength of the euro, since it was adopted by Spain for
international trade, which has made Spanish exports more expensive.4
GDP (purchasing power parity)
$1.411 trillion
GDP – per capita (PPP)
$30,600
Imports
$384.6 billion
Exports
$330.6 billion
3
https://www.cia.gov/library/publications/the-world-factbook/geos/sp.html
4
http://www.economywatch.com/world_economy/spain/export-import.html
When it comes to the import and export of
milk products (like cheese), the following
tables5 show that Spain is importing more
than exporting.
3.1.3 Social-cultural factors
The Spanish culture is widely known for its Flamenco music and dance, bullfights,
fantastic beaches and lots of sunshine. However, it has much more to offer than
that. It is one of the cultural centres of Europe.6
Lifestyle
Spaniards have a unique lifestyle. Especially in comparison to the rest of Europe. In
Spain there is the mañana culture, which means that Spaniards generally postpone
everything. In many other countries, things go a lot faster, that’s a fact. However,
there’s also a positive side of the mañana culture. Everywhere you go, there is a
pleasant and relaxed atmosphere. Spaniards just really enjoy life. They often can be
found in parks, on a terrace and/or with their family and friends.
Doing business in Spain
Though the country’s culture is quite homogeneous, Spanish businesspeople,
especially those
http://www.spainbusiness.com/icex/cda/controller/pageGen/
0,3346,1549487_1597565_1597628_0,00.html
5
6
http://www.donquijote.org/culture/spain/
among younger generations, are usually experienced in interacting and doing
business with visitors from other cultures. However, many may expect things to be
done ‘their way.’ You should strive to understand, and occasionally emulate, their
behaviour in order to gain acceptance of your Spanish counterparts.
Ways of doing business are gradually changing in Spain. While more and more
Spanish companies have received foreign investment and embraced modern
management techniques, many industries and enterprises still hold on to the
traditional style of doing business.7
One other thing that has to be explored for this report, is the relation between the
Spanish culture and cheese.
7
Windesheim Blackboard
The Spanish culture and cheese
Spain has a vast gastronomically culture and for the Spanish, cheese is not just
food, it’s almost a religion. It has become a very important part of the Spanish diet.
Throughout history, the different regional customs, climates and topography have
each contributed to create a cheese tradition. Because of the variations in climate
and geography, as well as culture, each region of Spain produces several varieties of
cheese. Each of them has its own unique characteristics that affect the finished
product, such as the type of milk (sheep, goat, cow or a mixture), the production
process, the history or traditions and the aging or curing process. Every region has
its own types, and with over 100 cheeses in Spain, it has become part of the Spanish
culture. 8 For Spaniards, cheese is – both in the making and in the eating – taken
very seriously. They eat cheese every day, whether it is by itself, or with bread, as a
tapa, or as a desert.
Some of the varieties are perhaps hardly known out of their city or region, but many
have gained world renown and some even have a Designation of Origin.
They also find it important that cheese is made in the traditional way. Abundant
farms still maintain the tradition of producing cheese by hand, though the mass
manufacture is becoming ever more popular. Many convents in different Spanish
cities and farms keep century’s old recipes and make cheese the same way it was
done in the Middle Ages.
The most typical way that Spaniards enjoy cheese is the famous table de quesos
(cheese board), where a selection of cheeses are cut and placed on a board and the
diners pick medium sized pieces that are eaten on crackers or alone. It’s very
common to order cheese boards and wine in bars.
There are many ways to classify cheese, aside from the type of animal whose milk is
used.
• Raw milk: the milk used is not heated over 40º C (104º F) or subjected to
treatments that will cause an effect similar to heat.
• Pasteurized milk: cheese elaborated milk that is heated to a temperature
between 72ºC (161ºF) and 76ºC (168.8ºF) for 15 seconds followed by an
immediate cooling.
• Sterilized milk: the milk used for the elaboration has had a consistent thermal
treatment and immediate cooling.
• Micro-filtered milk: the milk is separated from the cream and then the skimmed
milk is filtered through very thin tissues that capture bacteria. This milk is next
mixed with the cream in adequate proportions.
From all the above mentioned, we can conclude that cheese is an important part of
the Spanish culture. So whether in salads, Spanish tapas, in the classic bocatas and
bocadillos (sandwiches) or on different dishes, there's Spanish cheese for all tastes.9
8
http://spanishfood.about.com/od/cheeses/a/introcheese.htm
9
http://www.spanish-food.org/typical-spanish-products-spanish-cheese.html
3.1.4 Technological factors10
Infrastructure
Although Spain’s infrastructure is similar to the rest of Western Europe, there is
nevertheless an on-going process of upgrading roads, airports, seaports, and
railroads. The continuation of investment is necessary because the government has
made commitments to improving the infrastructure through EU funding conditions.
The most developed part of Spain’s infrastructure is the train system, which is one
of the best in Western Europe. The National Network of Spanish Railroads operates
the best part of Spain’s 15.430 kilometres of railroads which originate from Madrid
as the centre point. Similar to the TGV in France, Spain has also some high-speed
train operations: the AVE (between Madrid and Seville) and another one between
Madrid and Barcelona.
At the urban level, all major cities have a metro (subway) system of which Madrid
has the most extensive one with 10 lines operating.
With respect to airports, there are 99 usable airports in Spain and 42 of them
receive commercial traffic.
Last but not least, due to its long coastline, Spain depends heavily on maritime
transport for the import and export of goods to both European states as well as
those outside of Western Europe. Its merchant marine is among the largest and
most important in the world.
ICT
An important indicator of technology in a foreign country is the use of ICT and
internet. Spanish telecommunications facilities are generally modern.
Almost all Spanish homes have television and they all watch it every day. When it
comes to newspapers, a small part of the population frequently buys and reads a
newspaper. Most Spaniards receive the daily news from the television as opposed to
the paper. Another way they use to get informed, which is their second choice (after
television), is the radio. Almost 60 per cent listens to the radio daily, where talk
shows are the leading radio programs.
3.1.5 Ecological factors
The climate11
Although many people are relating Spain with hot summer weather, it is not always
true. The summer months are indeed dry and warm, but during the winter months it
could be very cold in large parts. This is mainly due to the presence of mountain
areas and the lack of influence of the Mediterranean Sea in the middle and
northwest of Spain.
You could say that Spain has three climate areas:
• The islands and coastal areas in the south and east have a Mediterranean climate
• The middle of Spain has a continental climate
• The north and northwest has a maritime climate
http://www.nationsencyclopedia.com/economies/Europe/Spain-INFRASTRUCTUREPOWER-AND-COMMUNICATIONS.html
10
11
http://www.klimaatinfo.nl/spanje/
The weather12
In the figure below, one can find a yearly overview of the weather in Spain. It is just
an average, because the weather in the northern of Spain (which is quite similar to
the Netherlands) varies from the weather in the south of Spain.
3.1.6 Political factors
Political system
Since 1975, Spain is a constitutional monarchy with a parliamentary system. The
basis of the Spanish political system is established in the Constitution which has
been signed in 1978. The head of state of Spain is the king, who is practicing his
authorities under ministerial responsibility.
The Spanish Parliament consists of two chambers: the Congress of Deputies and the
Senate. The members of the Congress of Deputies are elected for a period of four
years. The Senate exists, among other, of regional representatives. The executive
power rests with the central government in Madrid, led by the elected prime minster
of the Congress of Deputies. The legislative power is vested in the Spanish
Parliament. The Congress of Deputies, can force the government to resignation
through a vote of no confidence. Although the Spanish Constitution is based on the
12
http://www.climatetemp.info/spain/
unity of the nation, the right to autonomy of the 17 regions in which Spain is
divided, is respected.13
13
http://www.prisonlaw.nl/nl/landen/europa/spanje?start=1
Why is the DESTEP information relevant for this report?
First of all, there are a few things that are important to be able to sell the Dutch raw
milk cheese on the Spanish market. One could think of for example: the welfare of
the country, the culture, habits, norms and values of Spaniards, the distribution
towards Spain etc. In the DESTEP one can find the answers to all these questions.
In the economic factors we can see that Spain is importing more than exporting.
This is relevant because it shows us that the chance that they will import the Dutch
cheese is bigger.
In the social-cultural factors we can read that Spain is an absolute cheese loving
country. This is an important thing to know, because this gives a good indication of
whether or not they will accept the cheese.
If we move on to the technological factors, one can see that the infrastructure in
Spain is well developed. They have airports, railways, roads and harbours which all
can contribute to a good transportation process. If we look at the ICT in Spain, it is
important to know how they prefer to be informed. Especially for the second part of
this project (for example Promotion of the 4 P’s) this could be very helpful
information.
Last but not least remains the ecological and political factors. This information is
relevant for this report, because it shows that Spain has a good climate to produce
and/or store cheese and that there are no political or legal restrictions for bringing
in the cheese or selling it.
Overall, we can conclude from our DESTEP analysis, that Spain is a potential market
and that there are good possibilities for selling the Dutch raw milk cheese to our
target group.
3.2
Raw milk cheese import regulations
Within Europe, each European Union Member country must follow some minimum
requirements regarding to raw milk cheese.
Spain’s membership of the European Union imposes the obligation to incorporate
into their law enforcement community standards in the dairy sector. These
standards are set out in Regulation No. 605/2010 of the Commission on July 2,
201014, which was modified by the Regulation No. 914/2011 of the Commission
on September 13, 201115 , laying down animal and public health conditions and
veterinary certification requirements for the entry into the EU of milk and milk
products for human consumption. Council directive 97/78/ec of 18 December
199716 lays down the principles governing the organization of veterinary checks on
products entering the Community from third countries.
The regulations we talked above is focusing on imports from third countries.
Regulation (ec) no. 854/2004 of the European parliament and of the council of
29 April 200417 specifics rules for the organization of official controls on products
of animal origin intended for human consumption. Besides there is the Royal
Decree 752/201118 , establishing the basic control rules to be met by producers of
raw milk from sheep and goats (this last is focusing in producing process of raw
milk in Spain from sheep’s and goat’s milk).
Since Spain is home to the European regulation and we have not found significant
variation for the import of raw milk cheese from the Netherlands we put the basic
requirements established by the EU for producing raw milk cheese in the
Appendix.
In case of the company from The Netherlands finds more convenient to produce in
Spain, we found some important regulation related to raw cow milk controlling
process. This regulation is contended in the Royal Decree 1728/200719 and Royal
Decree 640/200620 , besides other European regulation like the N. 852/200421 and
853/200422. The most important aspects are gathered in the appendix of this
document.
14
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2010:175:0001:0024:EN:PDF
15
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2011:237:0001:0016:EN:PDF
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CONSLEG:
1997L0078:20070101:EN:PDF
16
17
http://www.fsai.ie/uploadedFiles/Reg853_2004(1).pdf
18
http://www.boe.es/boe/dias/2011/06/09/pdfs/BOE-A-2011-9995.pdf
19
http://www.boe.es/boe/dias/2008/01/17/pdfs/A03508-03519.pdf
20
http://www.boe.es/boe/dias/2006/05/27/pdfs/A19999-20002.pdf
21
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2004:226:0003:0021:EN:PDF
22
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2004:139:0055:0205:EN:PDF
3.3
Current status of chees in Spain
In addition finding things out about Spanish chees market, the desk research has
given a lot of information about it.
Spanish people adore cheese, they eat it every day. Whether it’s by itself, or with
bread, as a tapa, or as a dessert. Because of this adoration for cheese, there are in
Spain over twenty different types of cheese. But there are currently 13 cheeses with
Denominations of Origin in Spain.
There is a huge difference between all of those cheeses that Spain has.
Spain has cheeses made out of cows’, goats’ and sheep’s milk, but there is also this
difference that is called regions. Almost every region in Spain has its own cheese,
but it is also possible that a certain region has more than just one kind of chees,
and that couple of those cheeses are famous because of the fact that they are from
a certain region.
A website23 that came across the research even says that Spain is a country of 100
cheeses.
There are couple of famous Spanish cheeses, the western world would most likely
know the Manchego. The Manchego cheese is the star of Spanish cheeses, the most
universal and recognized, has the origin from: the land of La Mancha, and made out
of whole milk of Manchega sheep raised in La Mancha. This cheese is made in two
types, it’s made out of unpasteurised or pasteurised milk.
In Spain itself the most popular and most consumed cheese is Ibérico (in English
known as Ibores or Idiazabal). Ibérico is most widely produced, and most purchased
in Spain. This cheese is the one most people have tasted and it’s a typical blended
milk cheese, which is literally known as "mixed- milk cheese".
It can be concluded that both of these popular cheeses are made out of the sheep’
milk, what could possibly mean that Spanish have a higher adoration for the cheese
made out of the sheep milk that out of the cow milk.
The most eaten and popular cheeses in Spain are mostly "mixed- milk cheese", as
said in the previous part. Spanish people like these kinds of cheeses the most. A
"mixed- milk cheese" is a chees that is mixed with the milk from different regions.
The 13 cheeses with Denominations of Origin in Spain, mentioned in the beginning
of the text, are probably the ones who may be competition to the Dutch raw milk
cheese.
But the manufacturing processes in Spain are industrial, what means that they are
made in a factory and that they are not as unique as Dutch raw milk cheese actually
is.
According to a website called Spanish cheese24 the characteristics of yesteryear
cheeses are still preserved in order to ensure the flavour and texture, yet with the
benefits of technology that offers uniformity and food safety.
23
http://www.alimentaria-bcn.com/en/Activities/Spain-Land-of-100-Cheeses/
http://www.spanish-cheese.com/w1s11/products-specialties-from-la-manchamanchego-denomination-of-origin-cheeses
24
Source25 found on the website of Dutch dairy product shows the production of
factory cheeses, just made out of the cow milk, in Europe in 2011. The Netherlands
isn’t the number one country in production of cheese, but taken in consideration
that a small country as the Netherlands produces more cheese that Spain is
interesting, but not very surprising. The Netherlands is famous for its cheese.
The production of cow milk factory cheese in Spain in the year 2011 has increased
with 14.5% compared to the previous year. That could mean that the demand of the
cow milk cheese has increased in Spain. As mentioned earlier the two most popular
Spanish cheeses are made out of the sheep milk.
Information about consumption of cheese is found on the Spanish Eurostat website,
INE26. There were no sources or files with just cheese, but there have been found a
couple of files with cheese and these files will be discussed in the next paragraph.
In this graph is the total consumption of cheese and curd shown in euros. The
consumption is compared trough out the years.
From this graph we can conclude that the Spanish cheese market is a very valuable
market.
http://www.prodzuivel.nl/index.asp?frame=http%3A//www.prodzuivel.nl/vormgeving/
nav/productie_eu_afzet/statistiek.asp
25
26
http://ine.es/
Consumption of cheese and curd per household in euros:
A Spanish family has spent over € 150,- in 2010, but what’s more interesting
compared to the other graph is that the line from year 2008 is the highest
compared to other years.
As can be seen further in the graph the consumption of cheese during 2009 and
2010 (referred to 2008) has decreased probably because of the loose of
consumption power due to the financial crisis. But the consumption increased when
you compare 2010 with 2009, this could mean that the cheese market started to
recover.
Total consumption of milk, cheese and eggs in different Spanish regions, in euros:
Looking at the graphs that have been found on INE we can conclude that there is a
lot of money in circulation, the last graph shows also the situation of milk and eggs
in Spain, but further than that there are a lot of possibilities. It is also interesting
that this kind of market is increasing during the economic uncertainty, what maybe
could show how people think during these periods. A research about this thought
would be a good and a helpful idea.
Consumption data in volume and amount:
On another list that has been found is the consumption data in Spain from January
till June of 2011. In this list the volume is also visible, next to the amount of euros.
The first marked part is familiar and we have discussed it in previous paragraphs,
but the second marked part is quite interesting for the research of raw milk cheese.
That part says something about other different types of cheese, under these
different types of cheese is raw milk cheese too. So the consumption of this kind of
cheese is actually very low and there is, as said in previous paragraphs, a lot of
opportunity for the Dutch raw milk cheese. The market is still in between the
introduction and growth of the life cycle.
Some other facts that have been found during the desk research:
Highlights27
• The cheese market in Spain increased at a compound annual growth rate of
4.7% between 2004 and 2009.
• The natural cheese segment led the cheese market in Spain in 2009, with a
share of 83.4%.
• The leading player in cheese market in Spain is García Baquero.
Thanks to this information it can be concluded that there is a lot of potential and
growth possibilities on the Spanish market. Taken in consideration that the
production of the cow milk cheese increased shows that there is a lot of space for
growth in this market. These highlights are very important for the rest of the
research and for creating the marketing communication plan.
García Baquero can be seen as the Dutch company Westland Kaasspecialiteiten B.V.
who is the producer of the very famous cheese named Old Amsterdam. The biggest
and main difference is that Westland Kaasspecialiteiten B.V. sells just one kind of
cheese and that is Old Amsterdam, but García Baquero sells different kinds of
cheese.
27
This information was found on www.google.nl but the real source got lost.
3.4
Attitude towards food in general
Spain is famous for the quality of its food. Spaniards are quite passionate when it
comes to dining. Spaniards consider food as an attraction that is why a huge
amount of people are present in cafes and restaurant at almost every time of day.
This is the reason that it can be concluded that the quality of food very important is
to Spaniards.
Spanish people have got a completely different eating habits compared to the rest of
Europe.
In Spain the eating hours are more comprehensive, that is the reason why there are
more eating times in comparison to the rest of Europe. The breakfast (el desayuno)
starts around 7:30 till 9:00 hr.
The breakfast normally consists of:
- Toast with jam
- A mix of garlic, tomatoes or olive oil on bread
- Coffee, tea or fresh orange juice
- Churros
Usually at 14:00 the lunch (el almuerzo) begins till 16:00. The lunch is the largest
and most important eating time of the day. At this time Spaniards have got a 2 hour
break from work or school to do the ‘siesta’ and enjoy to eat the food. Spaniards
often go to restaurants with their friends or family in this time to enjoy live and just
to relax.
The lunch usually consists of:
- Complete plates like: Fish plates, paella, arroz cubano, fried potatoes, salad
etc.
- Soup
- Coffee
- Everything is served with bread
At 17:00 the tea-time/snack-time (la merienda) begins till 19:00. At this time the
Spaniards usually take a cup of tea/coffee and a snack, for example a pastry.
The last eating time in Spain is the dinner (la cena). This time usually starts around
21:00 till midnight. The dishes are simpler and less compare to the dishes during
the lunch.
The dinner usually consists of small dishes like:
- Tortilla de patatas
- Meat or fish
- Potatoes 28
In Spain people eat cheese almost every time as a side dish or accompanied with
bread or wine.
Cheese is being produced by companies and especially by local farmers/shops.
28
http://spanishfood.about.com/od/discoverspanishfood/a/spain_meals.htm
Almost every cheese in Spain is made from sheep’s or goat’s milk, because land is
not suitable for cows to graze on. A famous Spanish cheese is the Machego,
produced of sheep’s milk and can be bought dry or semi-dry29.
A Spanish study by Spanish teachers showed that cheese is being bought in
supermarkets at least once a week. Spanish consumers consider the quality of food
as required. For this reason consumers attach value to the DO labels, which are
being attached on products of food. The DO labels guarantee the quality and safety
of the certain food. Another point which has to be kept in mind is the preferences of
the cheese. Spaniards prefer well-priced, aged and certified cheeses30.
29
http://www.iberianature.com/material/spain_food/cheese_spain.htm
30
http://www.emeraldinsight.com/journals.htm?articleid=1463910&show=abstract
3.5
Cultural differences (Hofstede model)
Hofstede’s Model of Cultural Differences implies 6 cultural dimensions where the
differences can occur. According to this model cultures can differ fundamentally,
which is important to be understood and taken into account when conducting a
comparative research for understanding international business.
Cultural Dimensions
(Hofstede)
Small Power Distance
Big Power Distance
Individualism
Collectivism
Masculinity
Femininity
Structured Situations
Unstructured situations
Long-term orientation
Short-term orientation
Indulgence
Restraint
Using this tool we have analysed the countries the Netherlands and Spain in order to
be aware of national differences if we intend to establish cross-cultural relations
and to find the best way to promote raw milk cheese.
There are essential differences between the culture of Dutch and that of Spanish:
• Power distance: Spain has bigger power distance compared to The
Netherlands, which means that power is distributed in Spain more unequally,
less consultative and demanding more authority for powerful persons. The
bigger power distance could come in our favour to promote raw milk cheese
by assuring us a clear concept about who belongs to the upper class and who
doesn’t. Considering that our target group is rather the upper class we can
turn this knowledge in our favour and promote our cheese as a luxury
product.
• Individualism/Collectivism: Spanish people are known to be collectivists,
who cling firmly to their big families and social groups, in opposition with the
Netherlands where the culture of the people is rather individualistic. This is a
very good thing to notice for this can help us to promote raw milk cheese to
different groups. Within these groups people influence each other and share
with each other their experiences, therefore we should target these groups
of people most of all, which can ensure a great success.
As a possibility we could consider to develop a brochure and rely on societal
marketing. Would be the best way to understand the needs of the consumers and
their preferences, responding to them with clear vision upon what is demanded.
This option can be also stirred into the direction of sustainable development and
corporate social responsibility. Although the success of this type of marketing so far
it was successful in cosmetic companies like AVON or The Body Shop, it could be a
new idea to set up such a network for dairy products with special regards to raw
milk cheese.
•
Masculinity/ Femininity: Spain nowadays is a country with higher femininity
than masculinity. This includes that their main priorities in life are family,
relationships and quality of life, men and women share equal positions in
society and people work to live, meaning that they prefer longer vacations
and flexible working hours. However in the Spanish culture there is a deeply
rooted male ideology, the so called machismo. The Spanish term “machismo”
connotes negative, aggressive masculinity (particularly in males) and it
derives from the famous legend of Don Juan. Machismo can have positive
connotations also like familismo (man as a head of the household), dignidad
(dignity), respeto (respect) and confiansa (trust). The best way to promote
our raw milk cheese is too associate the strong taste of the cheese with
exactly those characteristics that people value: competitiveness,
assertiveness, ambition, power, interdependence, reciprocity and loyalty.
Taking into consideration these cultural characteristics we could make
advertisements and commercials illustrating successful, suited men (like
those on the commercials of aftershaves) handing a package of special
cheese to their attractively dressed woman partner (this would be important
since we target both genders), sort of luxurious marketing like that of
expensive chocolates (ex. Rafaello, Ferreo Rocher, etc.) or perfumes.
The image below illustrates approximately the idea:
(Picture of David and Victoria Beckham)
Long-term orientation: The long term orientation of the Spanish ensures
continuity to our business, which we can clearly turn into our favour, however
the careful selection of business partner should be kept in mind in this case.
Continuing the idea of societal marketing, as good decision are taken in order to
respond to specific consumer needs, this would be in the society’s long-term
interest. Knowing that the Spanish are considering long term relationships we have
to ensure that our plans are sustainable and developing social responsibility would
be considerable. Some of the activities to be considered would be online marketing,
sponsoring, involvement in campaigns for different health matters and etc.
•
3.6
Emotional image of the country of origin
HOLANDA: “La tierra de quesos” (The country of cheeses)
The Spanish regard The Netherlands as a world producer of cheeses and this is
commonly known since medieval times for producing the most exquisite cheeses of
the planet in different varieties.
The most known types are the famous Gouda, Edam and Massdam. “Gouda: El mejor
queso holandes” (Gouda: The best Dutch cheese)
Gouda is known worldwide for its delicious savour and the Spanish like to eat it
accompanied with vine. Thus this type of cheese is the most commonly known and
mentioning the Netherlands for Spanish people they would instantly think of the
country of cheeses, Gouda next to the other symbols of Holland like the tulips and
windmills.
Spanish have a positive opinion about Dutch cheeses although the most famous
cheeses are those industrially produced. The image of Holland is clearly linked to
the wide variety of cheeses the lower lands offer and with good reputation.
Promoting raw milk cheese for our upper-class target group will become easier to
start, because the Spanish already know about the Dutch cheese and regard it as the
best cheeses in the world. However further research is needed concerning our target
group, because the tasteful and savoury raw milk cheese is different from the
popular Gouda, therefore we need to consider the demand for our offer.
In order to have a better understanding about the image that the Spanish create
themselves the Netherlands regarding the cheese we have conducted a survey 31 on
the general conception. Antonio conducted a survey in Spanish on the Survey
Monkey, which is an online facility for the purpose. The extract with the results of
the survey it is attached as appendix nr….
20 persons filled the survey questions and by this way we could get some
interesting results. The proportions of the genders were equal who answered and
the majority of them between the ages 20-30, but there were answers from people
between the ages 30-50.
70% of the persons have already tasted Dutch cheese before, which was a good
thing to start with. 92,9% of them considered the Dutch cheese good, but not
extraordinary and only 7,1% of them thought that they were the best cheeses they
ever tasted. It is important to mention that half of them didn’t know what kind of
Dutch cheese they tasted and 42,9% of them were sure that it was pasteurized
cheese. This proves the fact that most of them are not familiar with the exquisite
taste of the Dutch raw milk cheese.
61,1% or the surveyed persons thought that Dutch cheese has a good savour, but it
was also appreciated as a healthy, natural, creamy and soft. 22,2% found it too
expensive, but 16,7% regard it cheap. There were also 2 persons who thought it
had industrial taste.
31
Survey can be found in the appendix
The Spanish regard the Netherlands as the land of cheeses, therefore it could be a
good idea to invest in improving on the image by introducing the Dutch raw milk
cheeses in Spain, where it can compete against the traditional Spanish raw milk
cheeses by having a taste of intense savour.
Spanish people attributed the following words to the Netherlands: advanced, open,
touristic and ecologic, green and sympathetic. Only 1 person out of the 20
attributed the word industrial to Holland.
3.7
NGO Slow Foods in Spain
Slow Food is a non-profit association. This means that the benefit of constantly
reinvested activities developed to carry other inherent in the purposes stated in the
charter of the association.
Slow Food Spain is divided in 35 convivium that act individually linked by Slow Food
International. Therefore each convivium organize its own activities, events, etc. They
are divided by region and city.
The association obtains the majority of its funds from its members but also from
other activities as book sales.
Slow Food Spain is not present actively on Social Media, just on Facebook where
they have a page with 1,338 members. They also have their own webpage in Spanish
with all the information about the organization, but the activities should be found
through the different convivium they have.
In the next chart you can see the evolution of Slow Food Spain membership from
2009 to 2012. The membership has been increasing from 1,190 members to 1,680,
what means that the movement is going better and it’s receiving much more
support in Spain.
The association is perceived as promoters of healthy (quality, linked with pleasure of
eating it), clean (the way it is obtained respects the environment) and fair (its
producers are remunerated fairly) food, focusing in the local production and
consumption of these products.
4. Meso analysis
4.1
Export barriers
In the current situation of European Union with the Schengen agreement there are
no export barriers, in terms of you can’t export certain goods in Spain or that the
government shows certain protectionism towards the foreign companies.
But entering the Spanish market is another challenge as such. Exporting to Spain
means knowing everything about the Spanish market and Spaniards in general.
Instead of researching the export barriers it would be better to research the ways of
exporting cheese to Spain. In such as export barriers we could say that the main
barrier in this case is, in what way will the cheese be exported and what is the best
way in terms of qualitative transportation and finances of the entire export process.
The best way for Slow Food to export to Spain is by a direct export formation, which
means export through agent, importer or subsidiary. The easiest and the cheapest
way for commercial companies to sell their products in a foreign country is through
an agent, this would also be an option for Slow Food. But if Slow Food has its own
subsidiary in Spain, as Slow Food does, that would be the best option in this case. If
it would be chosen to do so, it would also be a piggy-back in a certain way, using
the Spanish Slow Food its contacts and relations.
The biggest barrier next to a certain entry strategy is the mentality of Spaniards
towards a product that is in a mature state in Spain. Spanish cheese market is in a
very mature state, as can be read in Macro analysis. Successfully entering Spanish
market means investing and changing their mentality towards the raw milk cheese.
The Dutch raw milk cheese that is going to be exported to Spain consists of a high
quality. Regarding to the high quality, it is obvious a high price has to be paid for
the cheese.
The average price in Holland for cheese is higher in comparison to Spain, this could
not be seen as a problem because the Spaniards are not really sensible for prices of
cheese. The reason for this is that they are willing to pay a bit more for the cheese if
they really want to consume the Dutch raw milk cheese.
4.2
The consumer market segments
The segmentation of the Spanish market is divided in four segments, namely age,
gender, income, region.
The age is chosen because not all age groups share the same passion and
commitment for good cheese. Therefor these groups need to be researched. Gender
is chosen because women and man have not common reasons for consumption of
cheese. They don’t consumption it in de same way as well, so the decision
researching them is important for description of the market.
The income is very important, with that data you can eventually see how much
money do people have to spend and it could help with deciding the right price for
the product.
The region is very important for Spanish market, as said in chapter 2.3 Current
status of cheese in Spain, the Spanish cheese market is divided in regions. Every
region has their own cheese, some even more than one. Therefor it is important to
research all the regions.
1. Age32
- Young people (up to 20 year)
- Adults (21 - 40 year)
- Older adults (from 41)
Segment Age is divided in three groups as can be read above, namely young people,
adults and older adults. Divided by age.
Spanish population in 2011 was 47,190,493. That number exists out of 21 per cent
young people, 30 per cent adults and 49 per cent older adult, as seen in the graph.
Young people (up to 20 years) are the ones who usually at that age don’t prefer
product who have a strong taste and products that are not known by them. There is
always an exception, but they prefer familiar products that are cool and totally in.
The adults (21 – 40 year) are the group that discovers different tastes and types of
food. Partly it has to do with the fact that these adults love to travel and meet
people from different nations. But no borders within the EU are also helping the
intern export market. It is easy for countries within the EU to export their products
to each other. The idea that there are products from another countries is very
interesting for this group and very exotic.
Older adults (from 41) are people who are willing to invest in products who are
qualitative and healthy. This is also the group who usually enjoys food the most,
about of all of the groups mentioned.
http://www.ine.es/jaxi/tabla.do?path=/t20/e245/p04/a2011/l0/
&file=00000002.px&type=pcaxis&L=0
32
2. Gender 33
- Man
- Woman
Men would like to eat the Dutch raw milk cheese because they like the exceptional
taste of this cheese.
Men love the Dutch raw milk cheese to eat it as a delicatessen, because the taste is
very extraordinary and exceptional which can be eaten for example as a snack by
drinking a beer or wine.
Men could also eat it as a sub dish, for examples: tapas. Men could even eat it as a
sub dish next to the main dish, because the taste of the Dutch raw milk cheese is
very combinable by many dishes.
Women would like to eat the Dutch raw milk cheese because they also like the
exceptional taste of this cheese. Women love to eat the cheese as a delicatessen,
because the taste is very extraordinary and exceptional which can be eaten for
example as a snack by drinking a wine.
Women could also eat it as a sub dish, for examples: tapas. Women could even eat it
as a sub dish next to the main dish, because the taste of the Dutch raw milk cheese
is very combinable by many dishes.
3. Income
- High income (€26,000 - €30,000)
- Middle income (€ 20,000 - € 25,000)
- Low income (up to € 19,000)
People with income higher than €20,000 have the space and power to buy product
that are on an average more expensive in Spain than other Spanish product in the
same sector. These are usually also the people who are willing to invest in good
food or on food that is famous for its quality.
As seen at the source PIB España35 2010 the people in the northern part of Spain
have a higher income and together with that also bigger purchasing power buying
high qualitative and expensive products.
It is very questionable of the people with lower income will have enough income that
they could afford themselves buying a product that is relation with the same
products in Spain are more expensive.
According the World Bank Gross National Income 2010 World ranking 34 the Spanish
purchasing power is $31,550 (€ 23,880). That can related to the middle income list
(see above), but it’s important to not forget that this number is an average out of all
Spanish incomes. As can be read in chapter 4. Region, people in north are more
productive than people in south.
GNI 2010 World ranking*
Atlas methodology (US dollars) 15th Netherlands $49,720, 38th Spain $31,650 (€
23,994)
http://www.ine.es/jaxi/tabla.do?path=/t20/e245/p04/a2011/l0/
&file=00000002.px&type=pcaxis&L=0
33
34
http://siteresources.worldbank.org/DATASTATISTICS/Resources/GNIPC.pdf
Purchasing power parity (int. dollars) 23th Netherlands $42,590, 41th Spain $31,550
(€ 23,880)
4. Region
Group A (lightest yellow)
Group B (Normal yellow)
Group C (Orange)
In Spain there are 17 regions. In every single region the consumption of milk,
cheese and eggs differs. Thanks to the differences/numbers in consumption the
regions can be divided into 3 groups:
1. Group A (lightest yellow) consume between 180 and 190€ per year.
2. Group B (Normal yellow) consume between 190 and 210€ per year.
3. Group C (Orange) consume more than 210€ per year.
As shown in the graph, in the north of Spain the consumption of milk, cheese and
eggs are placed in group 3. Especially the regions: Galicia, Asturias, Cantabria and
especially Basque. The reason why the consumption in the north is higher is
because the climate turns the people into temptation to drink and eat more milk,
cheese and eggs. The air of the Atlantic Ocean brings certain tastes along which
affects people to have a preference for milk, cheese and eggs. One can expect that
everyone who is living along the shore share the same preference for milk, cheese
and eggs, but that’s just not really the case. This can be concluded because the air
of the Mediterranean Sea brings other preferences along people, in comparison to
the air of the Atlantic Ocean.
Another important fact is that the regions in the North are more wealthy compare to
the other regions.
The GDP is higher in these regions because the people in northern Spain are more
productive, receive more income and there are more jobs in northern Spain.
In northern Spain more industries can be found, that is why the North of Spain is
more productive than the south op Spain. Because there are different climates in
Spain, especially in the South of Spain there is a better weather for agriculture
instead of northern Spain, this is the reason why there is being focused on
agriculture in the regions in southern Spain. As can been seen below in the
illustration the Gross Domestic Product in the region Basque is almost twice as high
as the region Andalucía, the south wants to be productive as the north but to reach
that point they have to build more industries and not mainly focus on agriculture.
PIB
España 201035
http://www.navarra.es/NR/rdonlyres/59501639-9A01-4EF5-B42B-D16B238E6B96/0/
pib.pdf
35
4.3
Competition
A lot of competitors could be found in Spain, because in Spain more than 100
different varieties of cheese are being produced. Each region has got its own
specialty, which covers a certain range of cheese types. Each cheese contains its
own characteristics.
These characteristics include:
- The type of milk used in the production, the milk could be come from cow,
sheep, goat or a mix of these animals.
- The production process, the cheese could be made by hand or machines.
- The aging process, the time the cheese needs to ripen.
- The traditions being used by producing the cheese.36
More than 100 different varieties of cheese, includes that there are a lot of
competitors in Spain.
The competitors for the cheese market in Spain are the manufacturing companies,
farmers and local shops, which provide cheese in every region in Spain.
The cheese that is being exported to Spain is the Dutch artisanal raw milk cheese.
When taking a look to the competitors, the ones producing raw milk cheese (the
companies, farmers and local shops) are the most important competitors for Slow
Food.
Important competitors which manufacture raw milk cheese at the Spanish market
are the following ones37:
- Quesos Coqueya, S.A. is a manufacturer and is located in Villarrobledo
(Albacete) and is one of the most modern factories in the milk sector.
Coqueya is a well-known brand/company and has been awarded several
times by its quality.
- Lacteos Savicol S. Coop is located in a factory in Montalvo’s zone in
Salamanca and is a project merger and cooperative integration of 700
families of sheep, bulls and Caprino farms. The company
produces more than a million kilos of cheese a single day 38.
- Ilbesa is a manufacturer and is located in Benavente and is one
of the most famous brands of cheese at the Spanish market.
Ilbesa has won several awards in the last few years, like in
2010 the ‘World cheese award’.
- TAJO Natural Cheese Factory is located in Garrovillas de
Algonetar and is a manufacturer of many kinds of cheese. This
company also won a few awards with their cheeses.
36
http://spainguides.com/cheese.html
37
http://www.alibaba.com
38
http://www.21food.com/showroom/53513/aboutus/lacteos-savicol-s.-coop..html
4.4
Distribution channels
As a result of the growth of the Spanish economy, distribution has become a key
factor in supplying the consumer market. Sales channels to consumers have
developed significantly in the last few years, ranging from traditional distribution
methods, in which wholesalers sell to traditional shops and those shops sell to the
public, to more sophisticated methods, with an increased presence of large
multinational supermarkets, retail stores and central purchasing units.39
There are various ways to distribute products to Spain. The following will be
discussed in this chapter:
• Agent
• Importer
• Importer/distributor
• Subsidiary
Agent
An agent is a person or company, resident in the foreign country that acts as the
sales agent, which has contact with i.e. local supermarkets. The agent promotes the
goods and receives commission on an agreed percentage of the sales value. The
import agent’s main task is to promote the sale of the manufacturer’s product (in
this case the raw milk cheese), relay purchase orders to the manufacturer (in this
case it could be the farmers) and to perform other related tasks such as collecting
market information.
Agents have a good knowledge of what is going on at the local market. The agent
does not become the owner of the goods and therefore does not assume the risk of
not being able to sell them abroad.
It might be possible that the agent sells products of the same category but from
another company. This is a serious threat and decreases the chance of becoming a
serious contender in raw milk cheese products. If another exporter pays a higher
commission, the agent will try to sell more products of this exporter than yours.
Importer
An importer operates like an agent, but there is one big difference. Unlike the
import agent, who works on a commission basis, the importer buys the goods
outright and assumes the risk of being able to resell them. Furthermore, the
importer has the right to determine the selling price and in this way could set too
high prices which will damage the sales.
Importer/distributor
This is cooperation between the importer and the transporter and might be the
most interesting distribution channel. The importer has warehouses where they
store their imported goods from companies. They try to sell the goods throughout
Spain.
http://www.globaltrade.net/f/business/text/Spain/Selling-Distribution-NetworksDistribution-and-Sales-Channels-in-Spain.html
39
The importers vary according to the types of products handled and their coverage of
the foreign market. In receiving the maximum discount on price, the distributor may
agree to develop a market for the raw milk cheese products.
Subsidiary
Another way to distribute goods is to start up a subsidiary in Spain. It is highly
recommended to apply local people that have a good knowledge of producing raw
milk cheese and have contact with local supermarkets, cheese shops etc.
It is likely to have a subcontract with a transporter, which distributes the cheese
through Spain.
Starting up a subsidiary is only profitable if the company has firmly established its
brand and when sales and value growth look favourable.
Distribution channels
Besides the above mentioned, there are a lot of other ways to sell the raw milk
cheese on the Spanish market. One could think of for example:
• Delicatessen shops
• Cheese/specialty shops
• Samples in a supermarket (tastings)
• Supermarkets (on the shelves)
• Restaurants
• Web shops
• Street markets
• Farm shops
Delicatessen shops
One of the places where one could sell the raw milk
cheese, is in a Spanish delicatessen shop. A few
examples of such stores:
La Despensa in Salamanca.40
This small delicatessen has top-quality hams,
chorizo and cheeses, as well as boxes of yemas,
the traditional sweets made by the local nuns.
Ole Spain Deli Shop in Santa Ana.41
The Real Spanish Flavour.
Cheese/specialty shops
A few examples of Spanish cheese and/or specialty
shops:
La Tienda in Sevilla.42
Gonzalez in Madrid.43
A delicatessen and wine bar tucked within a cheese
shop.
http://www.lonelyplanet.com/spain/castilla-y-leon/salamanca/shopping/delicatessen/ladespensa
40
41
http://www.yellowpages.com/santa-ana-ca/mip/ole-spain-deli-shop-464583980
42
http://euro.tienda.com/food/cheese.html
43
http://chowhound.chow.com/topics/678382
Poncelet in Madrid.44
A cheese shop with an amazing selection of cheeses from around the world,
including lots of Spanish cheeses.
44
http://chowhound.chow.com/topics/678382
Samples in a supermarket (tastings)
Another way to introduce the Spanish market with the Dutch raw milk
cheese could be by giving tastings in a supermarket. This way people can
taste the cheese and get familiar with it. If they like it, they will remember
it, and they will be more willing to buy the cheese than when they just see
it on the shelves, but don’t have a clue about how it tastes.
Supermarkets (on the shelves)
After the Spaniards got to know the cheese, one could take the
following step. If people like the taste of the raw milk cheese, one can
sell it to the supermarket so that it will be on the shelves and the
Spanish can buy it. Famous supermarkets in Spain are:
- Carrefour
- Dia
- El Árbol
- El Corte Inglés (comparable to the V&D in the Netherlands)
- Masymas
Restaurants
As you can read in chapter 3.1.3 (social-cultural factors), the
most typical way that Spaniards enjoy cheese is the famous tabla
de quesos (cheese board), where a selection of cheeses are cut
and placed on a board. It’s very common to order cheese boards
and wine in bars and restaurants.
Therefore, it could be a good option to sell the raw milk cheese
in places like this. It could develop itself as an addition to the original Spanish
cheese boards.
Web shops
It could be a good idea to start up a web shop.
Spaniards can get familiar with the Dutch raw milk
products. If this will succeed, one can take one
further and start exporting it to i.e. the Spanish
supermarkets.
Street markets
There are many street/outdoor markets in the towns of Spain. They can
be found almost every day of the week. These markets cater for a wide
range of goods and articles; some offer antiques whilst many offer the
fresh fruits and vegetable produce of their particular region.45 Since
there are people who are selling ‘fresh’ products, it could be a
possibility to sell the raw milk cheese on a street market as
well, because this is also some sort of fresh product (at least it
is not from a factory). Just like in the supermarket, one should
have some samples on the market as well.
Farm shops
There are some shops in Spain that, just like in the Netherlands,
produce their own cheese. Most of the time these are shops on
a farm.
45
http://www.practicalspain.com/Shopping.htm
This way
cheese
step
Recommendation
We recommend to choose for an Importer/distributor. This is a cooperation between
the importer and the transporter and this is the most interesting distribution
channel we can recommend. The importer has warehouses where they store the
imported goods. They try to sell the goods throughout Spain. The importers vary
according to the types of products handled and their coverage of the foreign
market. In receiving the maximum discount on price, the distributor may agree to
develop a market for the Dutch raw milk cheese.
Advantages:
• Because the cheese will be stored in a warehouse in Spain, it can ripen there.
Therefore, there is no time limit on the length of the transport from the
Netherlands to Spain.
• Because you already have a distributor in Spain, you don’t have to do this part
yourself (which can save you time and money).
• If Slow Food Netherlands would transport the cheese themselves (with for
example an own truck), the transport costs will expire and they have to sell it to
the distributor for a higher price. Every link in the chain will charge a margin,
and after everybody has charged their margin the VAT is also added to the price.
This means a higher selling price. If Slow Food Netherlands would us an
importer/distributor the selling price will decrease and that means a better
positioning on the market in relation to the competitor.
• The importer is from Spain, and naturally, he speaks Spanish. So, you don’t have
to worry about doing business in the Spanish language. They will do it for you.
Another advantage of this, is that the Spanish importer probably knows some
places to sell it on forehand. You don’t have to waste that much time anymore to
search for good selling points.
• Because of the above reason, the cheese can be sold to delicatessen shops,
cheese shops, supermarkets, restaurants etc., more easily.
4.5
Motivation for selling Dutch Raw Milk cheese
New product. New opportunity. Changes. Novelty. Diversity. Variety.
(Raw milk cheese portrait by Mike Geno)
 Netherlands regarded as the “land of cheeses”. Dutch cheeses have good
reputation and sell good, it will attract new customers and certainly would
raise the profit of the cheese shops
 A successful cheese shop should sell the most special cheeses, it has to be
packed with cheeses from a great variety of cultural background. Adding
Dutch cheese to their list of choices for their customers ensures further
diversification.
 Collaborating with Slow Food NGO would add up to
their retailer image and will attract customers that are
concerned about their health and refuse to go with the
crowd, in other words will choose for these special,
biological products.

Getting involved in projects to prove Corporate Social
Responsibility
 Preserving the treasures of the Dutch rural life shows
the responsibility of the Spanish towards another
European region, this recognition and commitment
would contribute to deeper European integration and
acknowledgements.
4.6
Consumers attitude towards raw milk cheese
“The intense savour of the raw milk cheese marks the quality”
The artisanal cheese made of raw milk from cow or goat is an appreciated product.
According to a Spanish article it is a food that tells stories about old life styles and
remote regions. For this reason the best way to promote this cheese is to link it to
the place of origin, to take the customers on an imaginary trip through the intense
taste of the artisanal cheese to the less explored, but yet promising Dutch rural life.
We have to recognize the competitiveness of Spain, where since 1969 elaborate
different surveys across the country in order to identify special artisanal cheeses.
Before the raw milk cheeses could be only found close to their place of origin, now
the markets have a very important role to make some of the names more known”,
for example : Del Pirineo, -La Fira de Sant Ermengol-, etc.
Spanish people like most of all the cheeses they can chew on. Almost half of the
consumption is from pressed or smoked, half ripe and mostly made if sheep milk.
The variety of Spanish cheeses allowed the Spanish a broad conception about how
they can use cheese in their meals. They incorporate then in sweet recipes, but also
in salads and soups or improve a broad range of culinary combinations.
It is becoming more and more known that raw milk cheeses offer a more intense
savour and Spanish people with fine taste seem interested according to some
research on the internet, there are Spanish sites that offer information about this
difference and promote raw milk cheese in general. Moreover the artisanal cheeses
have very appealing home pages, attracting refined persons. (E.g. Flordelaspe.com)
“En casa a todos nos gustan los quesos , siempre tenemos varios , es muy normal
en mi casa cenar una plato de verdura o una sopa y de segundo quesos, desde los
mas suaves de vaca a los de oveja de leche cruda, que delicia, (…)!”
“In our house everybody likes the cheeses, we always have different kinds, it is very
normal in my house to eat a vegetable dish or a soup and as second cheeses, the
softer ones from the cow than of sheep from raw milk cheese, what a
delight…” (Confession of a Spanish woman on the blog Cocina Conmigo, which
means Kitchen With me)
Spanish use raw milk cheese also for some special meals, namely:
1) Bites next to wine
2) Special meals
Wedges of raw milk cheese from sheep (Cuñas de queso de leche cruda de
oveja)
Wedges of raw milk cheese from sheep with salad oil (Cuñas de queso de
leche
cruda de oveja con aceite)
Chestnut soup with Payoyo cheese, which is a raw milk cheese from
sheep or goat (Sopa de castañas con Queso Payoyo de oveja o de cabra)
Filled palmeritas with raw milk cheese from cow or sheep (Palmeritas
rellenos de quesos de leche cruda de vaca o de oveja)
3) Sophisticated salads
4.7
Are there any social participants
In the Spanish cheese industry there are several associations that support cheese
production and perform or promote events such as contests or fairs.
a) The Asociación de Queseros Artesanos46 (Artisan Cheese makers
Association) is the result of several gathers of cheese makers (who focus on
raw milk cheese) during the last 4 years in Spain.
Their objectives are:
• Represent and defend the interests of members and cheese artisans in
general.
• Contribute to the consolidation of a different market space for artisan
cheeses, by conducting promotional activities, information and awareness.
• Improving the quality of the products of the partners, by appropriate
technical assistance, information and quality checks.
• Collaborate with the various public entities facing the implementation of
research and development programs to improve the craft products of its
partners.
• Implement a certification system that ensures the cheese consumers a level of
quality.
“The finding of a number of problems and worry-common, coupled with the desire
to conserve and enhance the rich heritage of our country cheese, has led to the
formalization of this partnership.”47
b) The Asociación Queso Andaluz48 (Andalusian Association of cheese makers)
is a non-profit organization founded in 2007 brings together most of the
artisan cheese sector, and currently has 27 members, and other industry
related associations, and a multidisciplinary technical team to serve these.
Their main objective is the enhancement of dairy artisan heritage of Andalusia, the
structuring of the sector, promoting dairy artisans and training Andalusian artisanal
dairy.
Since its inception, QUESANDALUZ has conducted extensive consumer information
campaigns about the varieties of Andalusian farmhouse cheese, the beneficial
properties of its raw material, or the sensory analysis of their products. Throughout
this time, they have developed numerous projects and activities related to dairy
Andalusian, highlighting the launch, by the Junta de Andalucía, Brand Assurance
Andalucia Goat Cheese, a product distinctive difference craftsman made based on a
series of quality requirements.
The usefulness of extending their activities and benefits, however, all operators
related to the group of artisanal cheese processors: agriculture, livestock, catering
services, other cheese makers not associated ... to the consumer, the ultimate
beneficiary of their work.
46
http://asociaciondequeserosartesanos.com/
47
http://asociaciondequeserosartesanos.com/
48
http://www.quesandaluz.es/
c) The Federación Nacional de Industrias Lácteas49 (FeNIL) (National
Federation of Dairy Industries) includes about 80 companies, representing
over 95% of domestic production of dairy products.
The federation is represented in the majority of manufacturers of consumer liquid
milk, cheeses, milk powder, yogurt, butter, and dairy desserts operating in Spain.
As a generic mission, the FeNIL represents the Spanish dairy industry. A
representative jurisdiction joins defending the common interests of the sector. This
is realized through various concrete actions that, generically, can be grouped into:
• Collaborations with public institutions (example: With the Statistical Service of
the Ministry of Agriculture, Fisheries and Food, in obtaining and purifying
dairy statistical information.)
• Organization of promotional events for dairy products (e.g., generic
campaigns to promote the consumption of milk and dairy products,
sometimes in collaboration with the MAP.)
• Direct action with different dairy agents (e.g., establishes and develops a
collective agreement with labour unions)
d) The Consejo Regulador de Queso Cabrales50 (The Regulatory Council of
Cabrales cheese). Cabrales Cheese is a famous raw milk cheese in Spain. The
Control Board is the body that ensures the authenticity, quality and
compliance of the PDO Cabrales.
The functions of the Control Board are:
• Inspection of herds located in the area.
• Inspection of dairies and ripening cellars.
• Control of milk and cheese produced.
• Advice and cooperation with processors.
• Promotion of Cabrales cheese.
e) The Asociación Nacional de Productores de Leche Certificada (Spanish
National Association of Raw Milk’s Producers) is a private organism that
executes the control tasks over the production to certify the healthy
production of raw milk (that the production takes all the requirements
specified). It’s not focusing on cheese but, due the important link of the
sector, it should be mentioned it.
49
http://www.fenil.org/home.asp
50
http://www.quesocabrales.org/
4.8
Where and how do participants meet
Participants of market cheese (producers, distributors, consumers, associations,
etc.) meet in several places like fairs, cheese markets or even private cheese clubs.
They are, besides physically, on internet (social media like Facebook, YouTube or
even Twitter). Following there’ll be presented some examples of them.
51
•
Fairs: Participants usually go to fairs where they can taste different kind of
cheeses and often with other different type of products like wine. These fairs
are organised by the main hall of the city/village and there participate cheese
makers depending on the region. By this way cheese makers promote their
products in different cities to expand their market and their range of
products. Here is one example of them:
o The Cheese and Wine Fair of Trujillo (Aracena) is a place in which
cheese and wine makers gather to present their products to the public.
This fair is also on the Internet51 with much information about itself.
•
Cheese Markets: Markets organised with the intention of, besides selling
cheese, promote the brand. It’s very similar to fairs but markets are
organised more often. An example of this is:
o Cheese Market of Aracena52 : It’s one of the most famous cheese
markets of Andalucia. There are going more than 15 national
businesses of Spain, especially from Andalucia. The market is working
with a special system of degustation through tickets, that is, selling
“tickets” that allow the consumer to try different pieces of cheese (for
example, for 5€ they can try 10 pieces of cheese). Besides the
consumer can buy cheeses from the cheese makers that are present in
the market.
•
Private Cheese Clubs
o El Club del Queso Mumumío (Cheese Club Mumumío) is an online
store which sells ecologic products inside Spain (Oranges, baskets of
fruits and vegetables, olive oil, ham, cheese, meet, shellfish, pie and
honey). They offer to join into this Cheese Club by which the partner
will periodically receive at home a different selection of cheeses. Its
price is 29,95€ per month.
o El Club de los Quesos (Cheese Club) is a company that offer to join
into a private club to its customers in order to offer them the
possibility of taste periodically gourmet and artisanal cheeses that they
produce.
http://www.feriadelqueso.com
Here is a video that shows the market system: http://www.youtube.com/watch?
v=XPGA6fB4nPo&feature=player_embedded#!
52
•
Online platforms
o Webpages: Some consumers of cheese gather at webpages like online
stores, forums of cooking or cheese club webpages. We don’t include
here social media platforms. Any examples of clubs that we presented
above are webpages where consumers gather.
o Social media: Cheese consumers usually are on social media as
Facebook or YouTube, though there is not a big traffic of cheese
information at those. YouTube is sometimes used as a place to present
a club or a store and Facebook is more used to talk about cheese
events like fairs, markets, etc.
 Example of YouTube’s video of Cheese Club: http://
www.youtube.com/watch?v=1p46_FfP2Bo
 Example of Facebook webpage (Cheese Club): http://
www.facebook.com/groups/quesosdeautor/
306604066066321/?notif_t=group_activity
5. Individual motivation for buying raw milk cheese
5.1
Potential consumer target group for Dutch raw milk cheese
After analysing the segmentation criteria in the point 4.2, the promising potential
consumer target group would be a person (gender doesn’t matter) with more than
20 years old (adults and young adults) and middle-high level of income (from
20,000€ to 30,000€).
The main reasons for choosing this potential consumer target group are:
- Gender doesn’t make a difference in the cheese consumption. Besides,
talking about families, the purchasing power is usually in both the woman
and the man.
- Consumers of cheese might be children, adults and elderly. Since purchasing
power belongs mostly to adults, the potential consumer target group will be
the ones over 21 years old.
- Since raw milk cheese is a niche product, income level of the consumer
target group shall be middle-high (20,000€-30,000€ per year).
- After studying the consumption of cheese in Spain, the potential consumer
target group will be the ones from regions that belong to C and B (Islas
Baleares, Andalucía, La Rioja, Castilla y León, Cataluña, Extremadura,
Navarra, Cantabria, País Vasco, Canarias, Galicia and Principado de
Asturias).
5.2
Persona
As examples of the groups we might be directing to, the personas described show
that Gender as a segmentation criteria is not relevant because both men and women
will buy the products.
Adults and younger adults (+21 years old) people might be the main objective
target group, because as you can see they are usually the ones who consume
cheese.
About level of income, we can see that middle and high (from 20,000€ to 30,000€)
income level are the most common ones because raw milk cheese has usually a
higher price than normal one, so it is required to have a higher purchasing power.
As can be seen in chapter 4.2 there is a difference between the consumption of
cheese by region. Regions B and C are the ones that consume more cheese
(190€-210€ per year per capita).
As can be read in chapter 4.2 the consumer market segments, the segmentation is
separated in four subject, namely age, gender, income and region. In the next table
you can see the segmentation by persona and the characteristics that they share:
Persona
Mothers with
children
Businessmen
Cheese
professional
Ecologic people
Professional
chefs
Students
Cheese
trendsetters
Gender
Age
Income
Region
Men Women 0-21 21-40 41+ Low Middle High A B C
x
x
x
x
x
x x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Ecologic people:
Name: Victoria Manuela Perez
Age: 27
Hometown: Oviedo (Asturias)
Income: Around 20,000€
Status: Engaged
Working field: Banker
Motivation: She cares about her
health and the health of her fiancé,
so
she wants to eat good quality food at
home and in public. She prefers this
kind of food instead of industrial and junk food. She is a member of private cooking
association with her friends and they like to try different kind of natural food from
different parts of the world. She doesn’t mind to pay more money on quality food.
She loves to visit the places that are unique and not very touristic.
6. Conclusion and recommendations
6.1
Conclusion
Thanks to this report Slow food now has got a clear insight of all cases of the
Spanish market, contrary to everyday business.
According to the central question of this report “How can Slow Food successfully
support Dutch producers of raw milk cheese in marketing their products
internationally?” we can conclude the following: There is a good chance for Slow
Food to be successful on the Spanish market. Since Spaniards eat a lot of cheese
there is a possibility that they probably will accept and buy the Dutch raw milk
cheese.
6.2
Recommendation
Our recommendation to Slow Food is to cooperate with the Spanish Slow Food
organisation. For example there could be a system of equal exchange, so the Dutch
cheese can be introduced on the Spanish market with the help of Slow Food Spain
and the Spanish cheese can be introduced on the Dutch market with the help of
Slow Food Netherlands. This would result in a win-win situation for both
organisations.
We also recommend to first focus on the northern part of Spain, this not because
the habitants of the northern region have higher income but because the
consumption of the cheese per capita is higher. Once the cheese has got a certain
brand awareness in the north, they can expand to other regions.
In order to reach the whole Spanish market the Dutch producers should contact
organisations and companies who are offering their costumers samples of different
cheeses. Especially by internet, there are some companies offering these kind of
services like Mumumio.
Slow Food shouldn’t focus on the entire market, because the raw milk cheese is not
commonly consumed by Spaniards (Spaniards buy their cheese usually in the
supermarkets). However they should focus on the consumers who are mentioned in
the segmentation chapter 4.2 and can be read in chapter 5.1.
7. Sources
Sources used in general:
www.google.com
www.wikipedia.org
www.slowfood.com /.nl/ .es
Part A – Week 3
Market definition
http://www.netmba.com/marketing/market/definition/
DESTEP
https://www.cia.gov/library/publications/the-world-factbook/geos/sp.html
https://www.cia.gov/library/publications/the-world-factbook/geos/sp.html
http://www.economywatch.com/world_economy/spain/export-import.html
http://www.spainbusiness.com/icex/cda/controller/pageGen/
0,3346,1549487_1597565_1597628_0,00.html
http://www.donquijote.org/culture/spain/
http://bbprod2.windesheim.nl/webapps/portal/frameset.jsp
http://spanishfood.about.com/od/cheeses/a/introcheese.htm
http://www.spanish-food.org/typical-spanish-products-spanish-cheese.html
http://www.nationsencyclopedia.com/economies/Europe/Spain-INFRASTRUCTUREPOWER-AND-COMMUNICATIONS.html
http://www.klimaatinfo.nl/spanje/
http://www.climatetemp.info/spain/
http://www.prisonlaw.nl/nl/landen/europa/spanje?start=1
Raw milk cheese import regulations
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:
2010:175:0001:0024:EN:PDF
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:
2011:237:0001:0016:EN:PDF
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CONSLEG:
1997L0078:20070101:EN:PDF
http://www.fsai.ie/uploadedFiles/Reg853_2004(1).pdf
http://www.boe.es/boe/dias/2011/06/09/pdfs/BOE-A-2011-9995.pdf
http://www.boe.es/boe/dias/2008/01/17/pdfs/A03508-03519.pdf
http://www.boe.es/boe/dias/2006/05/27/pdfs/A19999-20002.pdf
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:
2004:226:0003:0021:EN:PDF
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:
2004:139:0055:0205:EN:PDF
Current status of chees in Spain
http://www.prodzuivel.nl/index.asp?frame=http%3A//www.prodzuivel.nl/
vormgeving/nav/productie_eu_afzet/statistiek.asp
http://www.ilovecheese.co.uk/spanish.html
http://www.marketuno.com/spanish-food/cheese/the-rise-of-spanish-cheesesmanchego-cheese/20081210/
http://www.marketresearch.com/map/prod/6371863.html
http://www.spanish-cheese.com/home
http://www.cheesefromspain.com/CFS/134Tipos_M_I.htm
http://www.brindisa.com/blog/foods-at-brindisa/top-tips-from-one-of-spainsgreat-cheese-experts/
http://www.alimentaria-bcn.com/en/Activities/Spain-Land-of-100-Cheeses/
http://www.premiercheesemarket.com/PremierCheese/spain.html
http://spanishfood.about.com/od/cheeses/a/cheeseinnovation.htm
http://spanishfood.about.com/od/cheeses/a/introcheese.htm
http://www.garciabaquero.com/en/home.cfm
http://oldamsterdam.nl/disclaimer/
http://ine.es/
Attitude towards food in general
http://spanishfood.about.com/od/discoverspanishfood/a/spain_meals.htm
http://www.iberianature.com/material/spain_food/cheese_spain.htm
http://www.emeraldinsight.com/journals.htm?articleid=1463910&show=abstract
Cultural differences (Hofstede model)
http://geert-hofstede.com/netherlands.html
Emotional image of the country of origin
www.viajesdeeuropa.com
http://es.wikipedia.org
www.holland.com
www.twitter.com
Part B – Week 4
The consumer market segments
http://www.ine.es/jaxi/tabla.do?path=/t20/e245/p04/a2011/l0/
&file=00000002.px&type=pcaxis&L=0
http://siteresources.worldbank.org/DATASTATISTICS/Resources/GNIPC.pdf
http://www.navarra.es/NR/rdonlyres/59501639-9A01-4EF5-B42BD16B238E6B96/0/pib.pdf
Competition
http://spainguides.com/cheese.html
http://www.alibaba.com
http://www.21food.com/showroom/53513/aboutus/lacteos-savicol-s.-coop..html
Distribution channels
http://www.globaltrade.net/f/business/text/Spain/Selling-Distribution-NetworksDistribution-and-Sales-Channels-in-Spain.html
http://www.lonelyplanet.com/spain/castilla-y-leon/salamanca/shopping/
delicatessen/la-despensa
http://www.yellowpages.com/santa-ana-ca/mip/ole-spain-deli-shop-464583980
http://euro.tienda.com/food/cheese.html
http://chowhound.chow.com/topics/678382
http://www.practicalspain.com/Shopping.htm
Consumer’s attitude towards raw milk cheese
www.flordelaspe.com
www.cocinaconmigoelboldemarisol.com
www.garbancita.com
www.canal-recetas.com
www.holland.com/Queso-de-Holanda
www.sabormediterraneo.com
Are there any social participants
http://asociaciondequeserosartesanos.com/
http://www.quesandaluz.es/
http://www.fenil.org/home.asp
http://www.quesocabrales.org/
Where and how do participants meet
http://www.feriadelqueso.com
http://www.youtube.com/watch?v=XPGA6fB4nPo&feature=player_embedded#!
8. Appendix
1. Project contract
1.1 Background
The client we will work for is Slow Food. This is a non-profit member-supported
association that was founded to counter the rise of fast food and fast life. The
association was founded in Italy and they are active globally in 150 countries around
the world. The organization has over 100,000 members that support their activities.
The Dutch division of Slow Food thinks that the Dutch raw milk cheese is not right
represented in the global market of the raw milk cheese. Therefore they want to
research how to raise the presence of the original Dutch raw milk cheese all over the
world. In this case we will focus on the Spanish market.
1.2 Definition of the problem and formulation of the project
objectives
The Dutch raw milk cheese is not right represented in the world. The question is
“How can Slow Food successfully support Dutch producers of raw milk cheese
in marketing their products in Spain?”
The main objectives of this report (SMART formulated):
-
-
-
To explore the possibilities (percentage of market share) of exporting the
Dutch raw milk cheese to Spain for the next 2 years with a long-term view.
To evaluate the risks and opportunities derivative of exporting the Dutch raw
milk cheese to Spain in the next 2 years.
To ease small Dutch raw milk cheese farmers’ success with a wide
research of its possible export activity to Spain in the next 2 years with a
long-term view.
1.3 Project commission or project results
We are going to elaborate the following points in our research report.
Market definition (Define the scope of your market)
Part A Macro
Part B Meso
Part C Individual motivation
Part D Conclusions / Recommendations
- References
- Appendix
1.4 Project activities + planning + deadlines + responsibilities
Period 1
Responsible person(s)
Deadlines
Week 2
- Complete Project Contract
Week 3
- Part A: Macro
Week 4
- Part B: Meso
Week 5
- Part C: Motivation
Week 6
- Deliver the report
Week 7
- Presentation
All together*
Tuesday 7-02-2012
All together*
Friday 17-02-2012
All together*
Friday 24-02-2012
All together*
Friday 9-03-2012
All together *
Friday 16-03-2012
All together
-
* = Each week we will split up the exercise to the persons of the group. The person
is responsible for his/her part of that week.
1.5 Project boundaries
A)
In the first period of the minor we have to write a research report which has to be
hand in on the 16th of March for 16.00h.
During the second period we have to write a marketing-communication plan which
has to be hand in on the 1st of June.
B)
We have to find out how slow food can successfully support Dutch producers of raw
milk cheese in marketing their products internationally in Spain.
1.6 Quality
•
•
•
•
•
Read and correct each other’s work. By doing this; feedback could be given, to
make the work if necessary better.
Our group wants to export the best quality Dutch raw milk cheese. We are trying
to reach this by visiting cheese farmers, to get the certain information.
Only relevant and actual information will be used to make sure the research
report is of high quality.
Plagiarism is prohibited.
Coaching moments with teacher. In this meeting moments we discuss our points
and may get some feedback, The feedback is very useful, because we can use it
to make our work better.
1.7 Project organisation
Members project group
Name
Country
Nerma Kadric The
Netherlands
Kriszta
Romania
Rostas
Els Schrier
The
Netherlands
Nigel Oostra The
Netherlands
Antonio
Spain
Fernández
Pérez
Study
E-mail
Phone
number
IBL
[email protected] 0633942208
om
Management
kriszta_rostas@hotmail 0652241662
.com
IBL
[email protected] 0640387507
m
IBL
nigeloostra46@hotmail 0653316672
.com
Management & [email protected] 0647708843
Finance
m
Project president and responsible for the final report:
Nerma Kadric
Secretary:
Every week one shall be chosen to make the notes.
Contact Person:
Antonio Fernández Pérez
1.8 Project costs and revenues
The estimated cost of the project will include the following sections:
1.8.1Working time (hours per student that is working)
Each student will work 3 hours/week. This work contains writing content of the
project before It’s approval by the group. The cost per hour of work will be of 15€.
According to these assumptions the estimated cost in working time will be:
3 hours/week x 7 weeks x 5 students x 15€/hour = 1.575€
1.8.2Research time (hours per student that is finding and asking
information)
Each student will make their own research and finding information, that will take 4
hours/week per student. The cost per hour of research will be of 15€. According to
these assumptions the estimated cost in research will be:
4 hours/week x 7 weeks x 5 students x 15€/hour = 2.100€
1.8.3Meeting time (hours per student that spend in discuss with the group
different issues, proposals and questions)
Meeting time will be in two times each week: after class (usually on Fridays) to split
up the activities in the group and discuss different issues and doubts, and in the
weekend for comparing results and research. Each meeting will take 1,5 hours and
the cost per student will be 15€/hour. According to these assumptions the
estimated cost in research will be:
1,5 hours/meeting x 2 meeting/week x 7 weeks x 5 students x 15€/hour = 1.575€
1.8.4Travelling cost (transportation time per student)
Meetings will take place at Windesheim and Harm/Leliestraat, therefore each
student will take 15 minutes on average to go by bike or public transport. The
estimated cost will be 1,20€/travel, that coincides with the cost of a bus ticket.
According to these assumptions the estimated cost in research will be:
2 travels/meeting x 2 meeting/week x 7 weeks x 5 students x 1,20€/travel = 168€
1.8.5Printing cost (cost for printing documents, articles and the final project)
Each week documents will be printed to make research and compare results and
aspects with the group. We estimate that documents will be around 5 pages per
student, each meeting. Also, at the end of the project, It will be printed to be
delivered. It will comprise around 50 pages (40 of report and 10 of index +
summary + literature + appendices) and will be bound. The cost of printing one
page is 0,05€, therefore, according to these assumptions, the estimated cost in
printing will be:
5 pages/student x 2 meeting/week x 7 weeks x 5 students x 0,05€/page = 17,50€
50 pages of project x 0,05 €/page + 3,50€ of bind= 6€
The next table briefs the descripted costs above:
Category
Cost (€)
Working time
Research time
1.575
2.100
Meeting time
1.575
Travelling time
168
Printing
23,50
Sum
5.441,50
1.9 Risk analysis
A risk could be that a lack of information or miscommunication can arise, because
the project group consists of international students. For this reason all the group
member communicate in English and so miscommunication or a lack of information
could easily take place.
When there are problems with some points of the report, which we cannot fix, the
schedule will be adjusted on the time we need to fix this problem. That means that
we have to move things and therefore we have less time for the other exercises and
we have to work more and harder on the project. We don’t have a very tight
schedule so there is room for some delay.
Besides, we are with 5 persons in a group. If everyone is doing what they have to do,
and there is one topic delayed, the rest can work further on her/his topic.
1.10Code of conduct
Participants:
Nigel Oostra
Nerma Kadric
Antonio Fernández Pérez
Kriszta Rostas
Els Schrier
Now it is agreed between the group members as following:
Section 1 Agreements
1. One shall be on time for an appointment.
2. One shall report her partners if...
a. ... one will not be on time.
b. … one is sick.
c. … one was unable to finish its work.
3. If one did not show up at an appointment for the second time or did not do
its work (without a valid reason or without reporting), the rest of the
members can decide to eliminate this person. One is no longer allowed to
proceed with the group.
a. The group can still use her work.
b. She can no longer use the work of the group.
Section 2 Decisions
1. All decisions that will be made, will be made with all members of the group.
2. If one member does not agree with a decision, one will not be forced to go
with the decision.
Section 3 Responsibility
1. Each member is motivated for 100%.
2. Each member is responsible for the team spirit, cooperation and the results
of the group.
Section 4 Quality
1. All the work that will be made, looks professional.
2. Plagiarism is prohibited.
Section 5 Caution
1. If one will not live up to the contract, one can get an official warning.
2. If one got two official warnings, the group can decide to eliminate the person.
The contract is effective as of February 3rd till June.
The contract has been signed in Zwolle at February .....
Every party must have signed; herewith the member will act confirm the contract.
........................................................
........................................................
Signature Nigel Oostra Signature Nerma Kadric
........................................................ ........................................................
Signature Antonio Fernández Pérez Signature Kriszta Rostas
........................................................
Signature Els Schrier
2. Ranking of Spanish Cheeses voted publicly on Internet53
(Top 8)
1. Queixo do Cebreiro (Not raw milk cheese)
2. Manchego (Castilla-La Mancha) (both pasteurized and not pasteurized)
3. Cabrales (Asturias) (raw milk cheese)
53
http://listas.20minutos.es/lista/los-mejores-quesos-de-espana-130/
4. Torta del Casar (Extremadura) (raw milk cheese)
5. Tetilla (Galicia) (pasteurized)
6. Idiazábal (País Vasco) (raw milk cheese)
7. A'Fuega'l Pitu (Asturias) (both pasteurized and not pasteurized)
8. Mahón (Baleares) (both pasteurized and not pasteurized)
3. Survey
Question Answers
Amount of
answers
Gender
Male
Female
10
10
Age
<20
0
20-30
11
30-40
5
40-50
4
50
0
Have you ever tried Dutch cheese?
Yes
14
No
3
I'm not sure
3
If yes, did you like it flavour?
Yes, it was one of the best I've ever 1
tried
Yes, it was good but nothing
13
especial
No, I didn't like it
0
Not at all
0
What kind of cheese did you tried?
Raw milk cheese
2
Pasteurized cheese
6
I'm not sure
7
Which of the next words would you link to the Dutch cheese?
Healthy
4
Natural
7
Tasty
11
Bad taste
0
Expensive
4
Cheap
3
Industrial
2
Other:
Creamy, fatty
1
soft
1
Which of the next words would you link to the Holland as a
country?
Developed
15
Open
Close
Underdeveloped
Touristic
Ecologic
Industrial
Other:
Flat, green, friendly
9
0
0
9
10
1
1
4. Article about a Spanish Raw Milk Cheese54
Manchego D.O.P. Valdehierro Raw Milk Cheese (Spain). May 3, 2011
A genuine cheese from La Mancha region, this artisan Manchego originates on small
Spanish hillsides where La Mancha sheep flocks graze. The small-scale, artisan
production of this Manchego yields an exquisite cheese made with raw milk which
allows to develop an outstanding cheese with 100% of taste layers due to the
pastures and slow aging.
Coming from the same dairy that Gran Valle de Montecelo you can combine your
orders with them. Having access very easily to this raw milk Manchego, even in
small quantities, satisfying this way your costumers which may look for the most
genuine cheese from La Mancha. The best way of enjoying this cheese is as the
locals do, served before meal, topped with a spot of membrillo (spanish quince
paste) or dipped in honey.
Where to Buy ( in Spain )
P.O. Box 89
Sevilla la Nueva, 28609
Madrid – Spain
Tel: 00 34 91 812 94 60
Fax: 00 34 91 812 94 88
E-mail: [email protected] e-mail address is being protected from
spambots. You need JavaScript enabled to view it
Web: www.quoruminter.com
TO VIEW THE CHEESE REGIONS AND VARITIES OF SPAIN, click here: http://
quoruminter.eu/index.php?option=com_content&view=article&id=160&Itemid=126
Source: http://3wheeledcheese.com/2011/05/03/manchego-d-o-p-valdehierroraw-milk-cheese-spain/
54
Basic requirements established by the EU for producing raw-milk cheeses55
Raw material
- The milk must come from animals that have no symptoms of infectious diseases
that can be transmitted to humans through milk (in particular it must come from
farms officially free from brucellosis and tuberculosis), that are healthy and that
have not been given unauthorized substances or products, and minimum
suspension times must have been respected.
-
The bacterial count allowed for raw cow's milk is a maximum of 100,000
bacteria per ml (measured at 30°C).
-
The bacterial count allowed for raw milk from other animals is a maximum of
500,000 bacteria per ml (measured at 30°C).
In the case of cow's milk, the somatic cell count is also measured, and the maximum
allowed is 400,000 cells per ml.
If these minimum requirements are not respected, producers have three months to
identify and resolve the problem.
After this period, depending on the country, the producers either cannot continue to
sell or process the milk, or they can use it only for specific products (or to make
pasteurized cheeses or raw-milk cheeses aged for at least 60 days).
- If the milk is not processed within two hours of milking, it must immediately be
stored in a clean place and chilled to a temperature below 8°C (in case of daily
milking) or below 6°C (when milking is not carried out daily).
Processing facilities
The facilities must be clean, undergo regular maintenance and be kept in good
conditions. The design, construction and location of the facilities must allow proper
maintenance, cleaning and/or disinfection, avoiding or reducing to the minimum
any air-borne contamination and ensuring a work space that allows all operations to
be carried out in hygienic conditions. A sufficient number of toilets must be
available, connected to a suitable disposal system, which must not discharge
directly to where food is being processed, and a sufficient number of sinks, properly
located and signposted for handwashing.
Floors, walls, ceilings, doors and windows must be kept in good condition, be easy
to clean and, if necessary, to disinfect. This requires the use of resistant, nonabsorbent, washable and non-toxic materials.
All the surfaces, including equipment surfaces, in the area where food is processed
and particularly those that come into contact with food must be kept in good
condition and be easy to clean and, if necessary, to disinfect.
55
Source: http://www.slowfood.com/rawmilk/eng/52/europe
Therefore they must be made from smooth, washable, corrosion-resistant and nontoxic materials.
Exceptions
Member states can grant exceptions regarding processing facilities and materials to
businesses that produce traditional cheeses (PDO, IGT, PAT - Prodotti
Agroalimentari Tradizionali, traditional food products).
If the environment contributes to the development of the cheese's characteristics,
the facilities can have walls, ceilings and doors not made from smooth,
impermeable, non-absorbent, corrosion-resistant materials and natural geological
walls, ceilings and floors.
The same applies to the materials used for the tools and equipment for the
preparation and packaging of the cheeses.
Recognition and registration
Businesses that produce, process, transport, store and sell products of animal origin
must be either registered or recognized.
Registration allows sales at a local level. Recognition replaces the old EEC stamp and
allows sales to other retailers, abroad, etc., without geographical limitations.
The procedures for obtaining registration are slightly simpler.
Recognition involves more frequent inspections by the health authorities.
Microbiological characteristics of raw-milk cheese
Moving on from milk to cheese, it is necessary to guarantee the following through
regular analyses:
-
the absence of Listeria monocytogenes
-
the absence of Salmonella
-
the absence of staphylococcal enterotoxins
-
the control of the presence of bacteria indicating poor hygiene (Escherichia
coli and coagulase-negative staphylococci)
Labels
The label (packaging, document, placard, label, ring or band) that accompanies
products made from raw milk must clearly indicate "made with raw milk."
Biological Risk Management of raw milk56:
Economic operators involved in the production and marketing of raw milk must
make a mandatory minimum controls to determine compliance with the hygienicsanitary requirements and to market that milk. These controls affect both the farm
and dairy center (Royal Decree 1728/2007).
Failure to follow the requirements on plate count and somatic cells, the food
business operator must inform the competent authority and take measures to
correct the situation. In the event that the food business operator has not corrected
the situation within 3 months:
shall suspend the delivery of raw milk from the production holding, or
subject to requirements such treatment and use necessary to protect public health,
pursuant to specific authorization from the competent authority.
For dairy processing, control must be performed to verify that the plate count at 30
° C of raw milk is less than 300,000 colonies per milliliter prior to any processing.
When the cheese is manufactured and sold entirely on the farm directly to
consumers or in a local market (eg, weekly market, farmers market, etc..), These
activities are considered retail (handling and / or processing of food and its storage
at the point of sale or delivery to the final consumer) and can be carried out in
accordance with the requirements of Regulation (EC) No 852/2004, and as in Annex
III, Section IX, Chapter I on the raw milk of Regulation (EC) No 853/2004.
The production and marketing of colostrum and colostrum-based products are
subject to specific hygiene requirements.
The competent authorities and, where appropriate, food business operators must
use the reference methods established in the regulations with respect to certain
determinations on raw milk and the determination of alkaline phosphatase activity
on heat-treated milk.
Not permitted the direct supply by the producer of small quantities of raw milk to
the final consumer or to local retail establishments directly supplying the final
consumer (Royal Decree 640/2006). Given this limitation in Spain, the possibility of
selling raw milk for direct consumption requires that the economic operator meets
the conditions laid down in Regulation (EC) No 852/2004 and Regulation (EC) No
853/2004.
Raw milk from other species other than cattle not meeting the criteria with regard to
plate count and somatic cells can be used to make cheese with a ripening period of
http://www.aesan.msc.es/AESAN/web/cadena_alimentaria/subdetalle/
leche.shtml
56
60 days minimum and milk products obtained in connection with the manufacture
of such cheeses, provided that record the time spent by each batch of products to
ensure a minimum stay of 60 days (Royal Decree 640/2006).
5. Background Information about Spain
In this section we post some important information about Spain as a country and as
a place to do business with.
Situation of Spain in Europe
Shield of Spain Flag of Spain
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Capital: Madrid
Population (2010) 46,030,109
Area: 504,030 km2
Currency: Euro
17 Regions
Five official languages: Castilian (Español), Aranese, Basque, Catalan, Galician
Southern people more flexible than north
Southern people more open for others
North is more productive that south
PIB per capita by region
The next image reflects the Hofstede Model, also important to know about Spanish: