Carrefour expands Belgian private label cheese range

The new “Uit de Polders” Gouda is positioned as a locally rooted farmhouse cheese, made from milk produced at De Moerenaar’s dairy farm. The supplier operates a fully integrated production system, combining farming and cheesemaking on-site.

At a glance

• New Gouda cheese launched under Carrefour Quality Line
• Produced in Belgium by De Moerenaar farm in West Flanders
• Available in 700+ Carrefour stores across Belgium
• Farm manages around 300 dairy cows
• Around 65,000 litres of milk processed weekly
• Annual output of about 1,000 tonnes of cheese
• Focus on CO₂-neutral production and animal welfare

What has Carrefour launched in Belgium?

Carrefour Belgium has introduced a new Gouda cheese under its private label Carrefour Quality Line. The product, named “Uit de Polders,” is produced in Belgium and is now being distributed across the retailer’s national store network. It forms part of Carrefour’s ongoing strategy to expand local-origin products within its own-brand assortment.

Who is producing the new Gouda cheese?

The cheese is produced by De Moerenaar farm, a third-generation dairy business located in the polder region of West Flanders. The farm has scaled from a small family operation into a large production site, managing around 300 cows and producing milk used directly in its cheese manufacturing process.

Annual production has reached approximately 1,000 tonnes of cheese across multiple varieties, supported by a fully integrated production facility on-site.

How is the product positioned in terms of sustainability?

The Gouda range is aligned with De Moerenaar’s sustainability model, which includes CO₂-neutral production operations. The farm uses renewable energy systems, including solar power and heat recovery, to reduce environmental impact.

Animal welfare is also a core operational focus, with flexible grazing practices and climate-controlled barns designed to maintain animal comfort and milk quality consistency.

Why is Carrefour expanding its Belgian private label range?

Carrefour Belgium is continuing to strengthen its private label positioning through locally sourced, origin-led products. The Carrefour Quality Line is designed for higher-quality items that highlight regional production and supplier partnerships.

In dairy, this approach helps the retailer differentiate its assortment in a competitive Belgian market, where origin, transparency, and sustainability are increasingly important purchase drivers.

What does this mean for the Belgian dairy market?

The launch reflects a wider shift in European grocery retail, where private label dairy is increasingly used to build local identity and category control. Belgian-origin cheeses remain a strong segment for retailers focusing on premiumisation and farm-to-shelf storytelling.

Suppliers like De Moerenaar are also scaling production capacity while maintaining regional branding, creating a balance between industrial output and local authenticity.

What happens next?

The Gouda cheese is now rolling out across Belgium, with Carrefour Belgium targeting annual sales of around 220 tonnes, or roughly 11 million slices. If consumer demand remains strong, the product is expected to become a permanent listing within the Carrefour Quality Line private label range.

For the Belgian private label market, this move also signals continued expansion of origin-led dairy products, where retailers strengthen local sourcing to support differentiation and category growth.

De Moerenaar farm is also continuing investment in renewable energy systems, including potential biogas development, as part of its long-term sustainability strategy.