Dutch cuisine

Branding and joint marketing with partners: 1+1=3

The ambition of Dutch Cuisine is to make Dutch food culture visible and tangible to a large audience at home and abroad. Mattmo has been Dutch Cuisine’s communications agency for six years, helping to realize this ambition.

Together with chefs, culture makers and producers, Monique Mulder (Mattmo) co-founded Dutch Cuisine in 2015, a movement that puts Dutch cuisine and food culture on the map at home and abroad.

About Dutch Cuisine

Dutch Cuisine is a foundation that aims to promote awareness of Dutch food culture. Dutch Cuisine wants to change behavior, make the chain more sustainable and put Dutch food culture on the map nationally and internationally. The starting point is a manifesto with five principles: seasonal, 80% vegetable, natural and “no waste”, quality products and future-proof. As Dutch Cuisine’s branding and communication agency, Mattmo Creative takes care of the brand and communication strategy and all communication to Dutch Cuisine’s target groups at policy level, operational level and to the general public. Dutch Cuisine is positioned as the connecting link in making food production and consumption more sustainable.

With an integrated approach, the target groups are reached and engaged at all levels.

The strategy

With an integrated approach, the target groups are reached and engaged at all levels. For policymakers and professional target groups, the emphasis is on cooperation in realizing the availability of sustainable products and Dutch Cuisine meals in the hospitality industry and catering and promoting the Dutch Cuisine ideas, also through top chefs and food professionals as ambassadors. For the general public, the emphasis is on informing and inspiring. Across the board, the value of Dutch food culture, local products and inspiration to be creative with Dutch products is accentuated: we can be proud of our Dutch food culture!

Providing inspiring experiences! To see, to do, to taste!

The initiators of Dutch Cuisine, including co-founder Monique Mulder (Mattmo), would like to see Dutch cuisine more sustainable and varied and the chefs are the change agents.

The approach

Based on a number of KPIs (number of Dutch Cuisine restaurants, contact moments, meals consumed), a long-term integrated communication campaign has been set out in a resources and media calendar. We aim for maximum effectiveness in reaching the target groups mentioned at the lowest possible costs. Communication is also provided about all Dutch Cuisine (collaboration) projects, for example recipe development with replacement proteins. An extensive package of communication tools is used, both online and offline. Resources include the website (b2b and b2c), toolkits (including for short chains and The Netherlands branding), presentations, inspiration videos, e-mail newsletters, blog, social media, downloadable press kits, window stickers, brochures, events and exhibition materials, recipe cards and Dutch Cuisine routes https://dutch-cuisineroutes.nl. Current events, such as the heavy impact of corona on the catering industry, are actively responded to.

The impact

Dutch Cuisine is becoming increasingly known and followed. As of June 2020, 162 million contact moments have been achieved (112 million above target) and 39 million Dutch Cuisine dishes have been consumed (34 million above target). The reach on social media has also increased enormously – approximately 407,500 visitors in the last five months, more than 30% above forecast. Dutch Cuisine is a project partner with international national and local policymakers, is supported in the professional food sector and has built up a reputation among the general public. This summer we expect to expand the website with booking options at Dutch Cuisine restaurants. Dutch Cuisine has become a movement with impact.

Dutch Cuisine Routes

A wandering past the trendsetters of the Netherlands. Our food culture is more than the catering industry, the restaurant and the food on the plate.

Our food culture is more than the catering industry, the restaurant and the food on the plate. There is a whole experience surrounding it, which is shaped by our culture, our landscape, our history, the story, the people behind it, the products and recipes that result from this and the movement over time. Mattmo brings this to life in the Dutch Cuisine routes through stories of the chefs, producers, culture and opinion makers. We surprise you per region with fun and interesting facts and associated activities: ‘to do – to see – to taste’. Choose according to your own taste which points on the route you want to visit, create your own wandering past the trendsetters of the Netherlands and experience our food culture.

View the routes at: dutch-cuisineroutes.nl

Dutch Cuisine Matchmaking Local Food

Knowledge, experience and network in all aspects of setting up a short chain with regional products.

Dutch Cuisine encourages the use of locally produced food in the catering industry. Because unfortunately that still happens far too little. Why is that anyway? Is there such a mismatch between supply and demand of products? Or is it simply because producers and catering entrepreneurs are not aware of each other’s existence? Could it be due to the distribution channels? So it’s high time to put it to the test in a pilot region. Mattmo did this in collaboration with Dutch Cuisine and other partners in the Kempen region in North Brabant. Matchmaking Local Food is about setting up a short chain between regional producers and the catering industry in the same region. There is a match when ordering and delivery takes place. The pilot in the Kempen and surrounding areas has yielded a lot, such as knowledge, experience and network in all aspects of setting up a short chain with regional products. This certainly deserves to be followed in other regions. That is why the entire process from initiative to implementation has been recorded in the ‘Toolkit Dutch Cuisine Matchmaking Local Food’.



Dutch Cuisine focuses on all stakeholders and partners who contribute to the ambition to put Dutch food culture on the map

Putting the Dutch food culture firmly and sustainably on the map is something that you cannot do alone. This requires collaborations. With chefs and restaurants, for example. But also with other people and organizations that influence our diet; from producer to wholesaler and from policymaker to consumer. Only by joining forces and entering into partnerships within all links of the food chain can we truly make our food consumption more sustainable. In collaboration with Dutch Cuisine, Mattmo has now created a large network of partners who contribute to the goals of Dutch Cuisine. And that didn’t do any harm. The goals set during the Food Summit in 2017 have now been amply achieved and 653 restaurants have joined. The end goal is 1,000 restaurants by 2020.

A different view

A series of background photo reports from Chefs



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