Spreading Success in the Cheese Market
Interview with Audrey van Ham, Co-CEO
Having recently been acquired by the industrial cheese manufacturing trailblazer St. Paul Group, the Royal ERU cheese manufacturer, the Netherlands’ second best-known cheese brand, now boasts investment and growth opportunities for the future unparalleled in its 200-year long history. Co-CEO Audrey van Ham laid out the company’s current marketing and product-mix strategy and its ambitious growth trajectory for the future.
European Business: The story of Royal ERU seems to be closely intertwined with the history of processed cheese in the Netherlands.
Audrey van Ham: That’s absolutely true. Our company was founded nearly 200 years ago by Egbert Ruijs — hence the abbreviation ERU, which we proudly carry in our name to this day. In the early 19th century, he developed the first processed cheese products and began producing them in one of the country’s very first cheese spread factories. His main goal was to create long-lasting, easily transportable products — particularly for use by the Dutch armed forces at the time. Over the past two centuries, we have continuously refined our recipes and expanded our portfolio. A particularly important milestone was achieved in 1959 with the launch of ERU Goudkuipje, made from premium Gouda cheese. That product marked our breakthrough in the B2C market and remains the cornerstone of our product range to this day. Since 1999, we have had the honor of carrying the ‘Royal’ designation in our name — a mark of heritage and distinction that we proudly celebrated again last year on the occasion of our 200th anniversary.
European Business: How broad is your product portfolio today?
Audrey van Ham: At its core, ERU is still a processed cheese brand. But under that umbrella, we now offer a wide variety of products in supermarkets, snack bars, food service outlets, and throughout the B2B sector. Alongside our classic ERU Goudkuipje, there’s ERU Balans, a lighter version, and a growing range of premium cheese products featuring varieties like Brie, Bleu, and Truffle which have recently hit the shelves at Dutch retailers like Albert Heijn. We have also introduced a kid-friendly version with less salt and more calcium. One of our latest innovations is ERU Zuivelkuipje, a natural Dutch cream cheese with a particularly pure character. Within the B2B segment, St. Paul specializes in customized cheese solutions designed to meet the diverse needs of many different applications such as pizza, pasta, savory snacks, and the quick-service restaurant sector.
European Business: Two years ago, Royal ERU was acquired by the St. Paul Group. What impact has this had on your business since?
Audrey van Ham: Being part of the St. Paul Group gives us unprecedented leverage for increasing our capabilities and our future growth potential, especially when it comes to investment in state-of-the-art production facilities. Right now, the St. Paul Group is building the “Factory of the Future,” which is slated to go live in the first quarter of 2026. Once completed, it will be the largest and most advanced cheese factory in Europe. At the same time, our acquisition by the St. Paul Group prompted us to re-evaluate our sales channels and market strategies. In this light, we have made some tough but necessary decisions — for example, putting our exports to Japan on hold, as that market proved to be unprofitable. On the flip side, we are doubling down on key international markets like Belgium, Germany, and Portugal. Over the next few years, our goal is not only to maintain our position as the second most recognized cheese brand in the Netherlands, but to become Europe’s leading producer of processed cheese.
European Business: What kind of company culture will you rely on to achieve these ambitious goals?
Audrey van Ham: Both ERU and the St. Paul Group are family-owned businesses — which means that values like trust, reliability, and mutual respect have always been at the heart of how we operate. We remain committed to upholding those values in our day-to-day operations. At the same time, we firmly believe that true quality is the foundation for long-term success in any market. When two companies like ours come together, it is critical that the cultures be compatible with one another, even if a perfect match is rarely possible. For me personally, our deep passion for our products is especially important, as is my appreciation for the people who make this company what it is. Seeing them grow both professionally and personally and embrace new challenges is incredibly rewarding for me on a very human level.
European Business: How do you plan to position your company across these markets in the future?
Audrey van Ham: We are pursuing a consistent 360-degree marketing approach that spans traditional B2B and B2C channels, a strong social media presence, and participation in trade fairs across Europe. Additionally, we are actively involved in a broad range of sponsorship initiatives. Looking ahead, one of our key focus areas is sustainability. We are continuing to optimize not just our processes, but also our facilities — for example, by generating our own electricity through photovoltaic systems and improving our packaging solutions. In this way and beyond, we are combining 200 years of experience and expertise with a continuous drive for innovation and a product range that truly stands apart. For us, it’s about combining tradition with progress, expertise with curiosity, and consistency with fresh ideas. That’s the mindset we bring into the future — every single day.