What Henri Willig Groep does

Henri Willig Groep, operating through its legal entity Henri Willig Kaas B.V., is a family-owned Dutch specialty cheese producer and retailer founded in 1974 by Henri Willig and now in its second generation under managing director Wiebe Willig. The company manufactures cow, goat and sheep milk cheeses across more than 100 recipes at two owned dairies in Katwoude and Heerenveen, and distributes output through a combination of company-owned retail stores (branded as Henri Willig, Cheese & More, Amsterdams Kaashuis, Jacobs Hoeve, Catharina Hoeve and Alida Hoeve), an e-commerce channel, B2B export, and hospitality/horeca partnerships. Headcount is 500+ across the Netherlands, Germany and Austria, with a branded retail footprint of approximately 38-39 stores concentrated in tourist high-traffic locations.

The business model rests on three reinforcing revenue streams: (1) direct-to-consumer premium cheese retail sales at tourist destinations, (2) B2B export and wholesale distribution to international retailers and food-service operators, and (3) hospitality and online sales. Vertical integration from owned dairy livestock through in-house production to branded retail captures margin that specialist importers typically cede to intermediaries, while the multi-species, multi-recipe production range supports gift and assortment merchandising that distinguishes the brand from single-category competitors. Sub-brands Henri Willig Academy, Junior Academy and Say Cheese underpin an internal training and employer-branding pipeline, supported by partnerships with Talland College, Horizon College, GoodHabitz and Werkgeversservicepunt.

Recent strategic emphasis has been on international store expansion across German and Austrian cities, capacity reinforcement at the dairies, and external brand validation (Entrepreneur of the Year 2025, CSR Partner Award 2025, 50th anniversary in 2024). No AI/ML capability, patent portfolio, or external funding events are disclosed in available sources.

Name

Henri Willig Groep

Legal name

Henri Willig Kaas B.V.

Website

https://www.henriwilligjobs.com

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Family-owned Dutch specialty cheese producer (founded 1974) that operates two dairies and 38-39 branded retail stores across the Netherlands, Germany and Austria, selling cow, goat and sheep milk cheeses (100+ recipes) to tourists, B2B wholesale and e-commerce consumers.

Ownership category

akta.pro rank

Product category

Artisanal Cheese Production

NAICS

Cheese Manufacturing (311513)

SIC

Dairy Products (2020)

akta.pro primary industry

Ripened Natural Cheese Manufacturing (Semi-Soft, Hard & Blue) (AFAHABAB)

akta.pro secondary industries

Cheese Packaging & Portioning (Retail Packs, Snack Packs, Singles) (AFAHABAI), Cheese Wholesale (AFAIAEAC), Cheese Shops & Fromageries (CRAHAGAD), Cheese (Natural & Processed) (CRADACAC), Grated, Shredded & Sliced Cheese Manufacturing (Value-Added Cuts) (AFAHABAF)

Keywords

• Premium Dutch cheese
• Artisan dairy production
• Cheese retail stores
• Cheese farm experiences
• Dairy export wholesale

Headquarters

HQ city

Katwoude

HQ country

Netherlands

HQ region

Europe

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail store sales: Revenue from 38-39 company-owned retail stores selling premium Dutch cheeses and related products directly to consumers in the Netherlands, Germany, and Austria
2. B2B/Export: International B2B sales to retailers, wholesalers, importers, and agents worldwide. Commercial functions focused on new customers and partners domestically and abroad
3. Hospitality (Grand Café & Experiences): Revenue from Grand Café in Giethoorn and cheese experience attractions at farm locations, including group tours and tastings
4. E-commerce (Webshop): Direct online sales through company webshop to consumers

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Henri Willig Groep produces premium Dutch cheese and organic dairy specialities from cow, goat, and sheep milk across two cheese dairies in Katwoude and Heerenveen. The company sells its cheeses through 38-39 company-owned retail stores (Cheese Farm Stores and Cheese & More by Henri Willig) in the Netherlands, Germany, and Austria, an online webshop, a Grand Café in Giethoorn, and through international B2B export channels to retailers, wholesalers, importers, and agents worldwide.

Product overview

Henri Willig Groep is a family-owned Dutch cheese company founded in 1974, operating as an integrated cheese producer, retailer, and exporter. The company comprises two cheese dairies, livestock farming operations, 39 retail stores (including Cheese Farm Stores and Cheese & More by Henri Willig locations) across the Netherlands, Germany, and Austria, a Grand Café in Giethoorn, an online shop, and cheese experience venues. The product portfolio centers on premium Dutch cheese and organic cheese specialities, complemented by hospitality services (restaurant, canal boat tours) and cultural experiences (clog-making demonstrations). The company supports its operations through the Henri Willig Academy (employee training) and Junior Academy (youth development programme).

Differentiator

Problem solved

Functional benefit

Brands

• Henri Willig Academy: Internal training and development program for employees offering courses in retail leadership, sales training, onboarding, hygiene and safety.
• Junior Academy
• Say Cheese

Products and services

• Henri Willig Cheese Premium Dutch cheese and organic cheese specialities produced by the company since 1974, including award-winning varieties sold internationally across multiple milk types (cow, goat, sheep).
• Henri Willig Cheese Farm Stores Authentic farm-experience retail stores in tourist locations across the Netherlands, Germany, and Austria. Features traditional Dutch atmosphere, storytelling about cheese production, tasting experiences, and direct cheese sales to consumers.
• Cheese & More by Henri Willig Premium retail cheese shop concept in Germany (Trier, Munich, Münster, Frankfurt, Freiburg) and Austria (Vienna, Salzburg), combining retail with customer experience focus and staff in traditional costumes.
• Henri Willig Grand Café Giethoorn Restaurant and hospitality venue featuring Henri Willig cheeses in creative dishes with organic options, indoor and outdoor seating, plus canal boat tours for groups up to 42 people.
• Henri Willig Webshop Direct-to-consumer online sales channel for purchasing Henri Willig cheese products and gift packages for home delivery.
• Alida Hoeve (Volendam Experience Venue) Traditional cheese shop and clog-making demonstration venue in Volendam offering combined cheese and clog-making experiences for tourists, including workshop de Vriendschap.
• Henri Willig Cheese Experiences Guided tours and tasting experiences at cheese farms (Jacobs Hoeve Katwoude, Catherina Hoeve Zaanse Schans, Alida Hoeve Volendam), introducing visitors to Dutch cheese-making traditions and the Henri Willig story.
• International B2B Cheese Export International wholesale distribution of Henri Willig cheese products to retailers, wholesalers, importers, and agents worldwide, managed by a team of 13 colleagues including sales coordinator and International Account Managers.

Quantifiable outcome

• Employee satisfaction scores: Work content 8.3, Teamwork 8.0, Involvement 8.2, Sustainability/CSR 8.4
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, minor and supporting.

• Werkgeversservicepunt Zaanstreek-WaterlandcoreStrategic or Co-development PartnerCollaboration with Werkgeversservicepunt Zaanstreek-Waterland and Jongerenloket Zaanstad for inclusive employment practices. Henri Willig received CSR Partner Award recognizing commitment to creating job opportunities for people distanced from the labour market, including employing Lies who joined via these partnerships.
• Hospitality Sector Table (Sector Table)minorStrategic or Co-development PartnerHenri Willig participates in the Hospitality Sector Table initiative uniting business, education and municipalities in Zaanstreek-Waterland to improve connection between education and labour market. Hosted Safari tours for students to discover career opportunities.
• GoodHabitzsupportingTechnology or IntegrationExternal training provider collaboration offering courses and training programs to employees for personal and professional growth, complementing internal Henri Willig Academy programs.
• Talland CollegesupportingStrategic or Co-development PartnerEducational partnership with MBO/HBO college for marketing internships, student projects, and career exploration. Students from Marketeers van de toekomst program developed communication plans for Henri Willig. MBO 4 Marketing & Communication intern Sophia created social media content.
• Horizon CollegeminorStrategic or Co-development PartnerEducational partnership for Hospitality students to explore career opportunities in retail and hospitality through apprenticeship programs and safari tours of learning companies.
• Gerrit Rietveld (Educational Institution)minorStrategic or Co-development PartnerPartnership for student participation in Safari apprenticeship programs introducing young people to retail and hospitality career paths.
• Entrepreneurial WaterlandsupportingOthersRegional entrepreneurship network that awarded Wiebe Willig Entrepreneur of the Year 2025 recognition.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• FrieslandCampina: Largest Dutch dairy cooperative producing a broad portfolio of cheeses, dairy ingredients, and consumer brands for global retail and B2B. Overlaps Henri Willig on cheese manufacturing, B2B export, and Dutch heritage branding but operates at vastly greater scale and breadth.
• Royal Bel Group: French-headquartered global cheese group producing branded and private-label cheeses including The Laughing Cow, Babybel, Leerdammer, and Kiri. Comparable on specialty/portioned cheese manufacturing, international retail distribution, and B2B private-label supply.
• Lactalis: World's largest dairy group producing cheeses (Président, Galbani, Parメジャー) across many categories and geographies. Competes with Henri Willig for premium cheese shelf space in export markets and in B2B/private-label supply contracts.
• Savencia Fromage & Dairy: French specialty cheese group producing branded and specialty cheeses (Caprice des Dieux, St. Môret, Entremont) across Europe and globally. Direct comparator on premium/specialty cheese manufacturing, retail branding, and export-oriented sales.
• Arla Foods: European dairy cooperative producing branded cheeses (Castello, Arla Pro) and dairy products across Northern Europe and globally. Comparable on multi-country European footprint, B2B foodservice, and premium branded cheese segments.

Emerging players

• Neal's Yard Dairy: UK-based specialty cheese affineur and retailer selling artisan cheeses (British and continental) through own shops and wholesale. Comparable on the experiential specialty cheese retail concept, cheese-aging expertise, and B2B/wholesale supply to premium retailers and restaurants.

Direct peers

• Beemster (CONO Cheesemakers): Premium Dutch Gouda cheese brand made by CONO dairy farmers using traditional methods, sold globally through retail and specialty channels. Comparable on premium Dutch cheese positioning, farm-based production narrative, and international B2B distribution.
• Old Amsterdam: Premium Dutch ripened cheese brand produced by Westland Kaas and sold internationally in retail and foodservice. Most directly comparable to Henri Willig on product category (aged Gouda-style cheeses), premium positioning, and export-oriented distribution.
• Kerrygold (Ornua): Irish dairy brand owned by Ornua, producing premium butter and cheeses for global retail. Highly comparable model: premium national-origin dairy brand with strong export distribution and farm-based storytelling targeted at international consumers.

Regional players

• Cypress Grove (Saputo): US specialty/artisan cheese maker (now part of Saputo) producing premium goat and cow milk cheeses for retail and foodservice. Comparable on the specialty multi-species artisanal cheese positioning and premium retail/foodservice channel focus, though focused on North America rather than Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/henri-willig-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Henri Willig Groep