[from the PostNL press release] [click on any of the pictures for larger versions]
Typically Dutch – Cheese Markets

Date of issue: 15 May 2023
Appearance: sheet of six stamps in six identical designs
Item number: 430662
Design: Adam Lane and Edwin van Praet, Total Design, Amsterdam

This issue is the fourth in the Typically Dutch series this year. The multi-annual series started in 2020 and, in 2023, will be dedicated to a variety of sights and attractions that are significant for and typical of the Netherlands. A sheet of ten stamps costs €6.06.

The Typically Dutch – Cheese Markets issue was designed by senior graphic designer Adam Lane and creative director Edwin van Praet from Total Design in Amsterdam. As part of this stamp series, stamps featuring museums (2 January), mills (13 February) and flower fields (20 March 2023) were published earlier this year. After the stamps about cheese markets, the last stamp sheet in this series – with as subject the Wadden mudflats – will follow later this year (14 August).

Cows, milk and cheese – a trinity that is inextricably linked to the Netherlands. The figures are impressive: our country produces 650 million kilos of cheese every year, two-thirds of which is sold abroad. This makes the Netherlands the world’s largest cheese exporter, with Gouda and Edam the most popular cheeses among foreign buyers.

The relationship between the Netherlands and cheese goes way back. Archaeological findings show that cheese was being made in our country even before the Common Era. In the Middle Ages, cheese production and trade conquered their central place in Dutch life. Cheese markets flourished and towns with weighing rights set up weigh houses to determine the weight of the cheeses.

Five cheese markets still operate in our country, all with roots in a distant past. They are in Alkmaar, Edam, Hoorn, Gouda and Woerden. In Gouda and Woerden, you will still find real trade; the other cheese markets are tourist attractions.

The fact that these markets are mainly situated in the western part of our country is due to the damp soil, which is most suitable for grazing and rearing cows and therefore for milk production and cheese making. Each cheese market has its own history and customs. Alkmaar, for instance, is best known for its cheese carriers, who carry cheeses on their characteristic barrows, and Edam was granted the permanent right to operate a cheese weighing house by Prince William I of Orange in 1573. The cheese market in Hoorn concentrates on the medieval Roode Steen square, where horse-drawn wagons take the cheeses and pick them up. In Gouda, the cheese market has been held at the Gouda Cheese Market, right in front of De Waag, for centuries, and in Woerden it has been held every Saturday morning since 1885, with traditional handjeklap (bartering by slapping hands) negotiations between the region’s cheese farmers and the market master.

Festivals like the cheese markets had been suggested in 2021 for earlier in the Typically Dutch series, but the COVID-19 pandemic had shut down nearly all such activities at that time.

The Design
The Typically Dutch – Cheese Markets stamp sheet features illustrations of large cheeses shaped like wagon wheels. Each stamp features four cheeses lying down and one cheese standing up. The cheeses fill the stamp up to the perforation edges. At the bottom of each stamp is the sorting hook, the year 2023, the country (Nederland) and the denomination (1), which covers items weighing up to 20g destined for the Netherlands.

‘We looked for iconic shapes that best matched the sights we wanted to showcase. For cheese markets, it was logical to choose the iconic wagon wheels,’ said senior graphic designer Adam Lane of Total Design. ‘We tested other shapes too, including cheese balls and pieces of cheese, either flat or triangular. But the wagon wheel best suited the rectangular shape of the stamps.’

For Lane, the cheese market subject is his favourite in the Typically Dutch series this year. ‘I love cheese, you can never eat too much cheese,’ he said.

He admits the high stacks of cheese in the sheet margins [the right side is shown here] are a little exaggerated. ‘Of course, I realise that at real cheese markets they never stack them that high,” he said. ‘But at the market, I noticed that at the beginning of the day, the stacks are still neat, but at the end of the day, they’re a lot untidier — just like on the sheet edge.’

The Typically Dutch – Cheese Markets stamps are available while stocks last at the post office counter in Bruna shops and through the webshop. The stamps can also be ordered by phone from the Collect Club customer service on telephone number +31 (0)88 868 99 00. The validity period is indefinite.

Technical Details:
Stamp size: 40 x 30mm:
Sheet size: 122 x 170mm
Paper: normal with phosphor print
Gum: gummed
Printing technique: offset
Printing colours: cyan, magenta, yellow and black
Print run: 75,000 sheets
Appearance: sheet of 6 stamps in 6 identical designs
Design: Adam Lane and Edwin van Praet, Total Design, Amsterdam
Printer: Cartor Security Printers, Meaucé-La Loupe, France
Item number: 430662