Cheesemaker Uniekaas Exports Dutch Queen's Day Celebration to Russia

KAATSHEUVEL, The Netherlands, April 29, 2010 - Dutch cheesemaker Uniekaas this week launches its first edition abroad of
the Dutch 'Queen's Day' celebration. Uniekaas uses the Orange theme of the
famous National Holiday celebration to support the brand's new marketing
campaign in Russia. The Dutch Queen's Day event in Moscow is organized on
Friday 30 April, on the same day that 16 million people in The Netherlands
dress in the color orange to celebrate the birthday of their Queen Beatrix
van Oranje-Nassau. The Moscow event is organized on the premises of Moscovian
radio station Silver Rain Radio. The expected 300 guests are treated on a
program of cheese tastings, live music, entertainment and a visit of a
'Cheese Queen'. Next to Moscovians, all Dutch living in Moscow are invited,
entrance and participation are free of charge. The event will get live
coverage on the station's radio channel. Uniekaas wants to make Queen's Day
in Moscow a yearly event and create an 'Orange fever' around the Uniekaas
brand.

History

Queen's Day (Koninginnedag) celebrates the birthday of the Queen of the
Netherlands, a tradition that started in 1885. As reference to the colors of
the Royal House of Orange-Nassau, people dress in the color orange. More
background can be found at: en.wikipedia.org/wiki/Koninginnedag.

Queen's Day 2010 in Moscow, 30 April 10:00-13:00h

On Friday 30 April, the streets in Moscow will be visited by a true
'Cheese Queen' riding in an orange decorated carriage. At the event the
'Queen' will give away the prizes to winners of the cheese sweepstake amongst
listeners of Silver Rain Radio. Event guests are treated with a program of
Dutch cheese tastings, live music and entertainment. Russian consumers, press
and Dutch people living in Moscow are invited to join the Queen's Day event.
Entrance and participation are free of charge. The event takes place from
10:00-13:00h at Silver Rain Radio, Petrovsko-Razumovskaya alleya 12A, Moscow.
More information: www.silver.ru/eng

Uniekaas brand

Uniekaas is a premium Dutch cheese brand, sold at Deli-counters in
Russian supermarkets like 7 Continent, Alie Parusa, Alfabet of Taste, Metro,
and Auchan. Distribution is realized predominantly in Moscow but also in
other larger Russian cities. The new advertising campaign used the pay-off
'Noble taste, worthy of the kings', this is visually supported by a crown
made of cheese. More information: www.uniekaas.ru or
www.optitrade.ru.

Press information:Press contacts in Russia: Sergey Bortsov, tel. +35799417828 or Suzanne
van den Briel (english only), tel. +31622561343