Hello Holland!

People & Society | 1
Hello
Holland!
Typically Dutch
All together now
Culture, design and education
‘Dutch talent leads the way’
Technology and innovation
Unusual source of inspiration

2 | People & Society
Foreword | 3
people & SOCIETY
A frank and open people
The Dutch are not keen on unnecessary decorum. We will happily go to a restaurant in
jeans. We have little sense of hierarchy.
Pleased to meet you
Find out more about this theme:
Affordable care for all
CULTURE & EDUCATION
Historic and contemporary
Travelling along the canals of Amsterdam, visitors might feel they are in an open-air museum
of the 17th century. ‘A masterpiece of human ingenuity’ according to UNESCO. The
canal district is a unique example of architecture and planning.
Find out more about this theme:
Architects from all over the world working together
International students talk about the Netherlands
ECONOMY, TRADE & AGRICULTURE
Gateway to Europe
Situated at the economic heart of the continent, on the North Sea and with a direct
link to the European hinterland, ‘Mainport Rotterdam’ is one of the busiest ports in the
world.
Thank you for your interest in the Netherlands. We know we’re not the biggest country
in the world, but in all modesty, we think we’ve got a lot to offer.
The Netherlands is known around the world for its expertise in the field of water
management. You can find examples of Dutch Design in the most unexpected places.
And Dutch businesspeople and entrepreneurs are almost everywhere.
Find out more about this theme:
Multinationals invest in Dutch food research
INTERNATIONAL PEACE & SECURITY
Globetrotters and mediators
The Dutch have been swarming out across the world’s oceans and continents ever since
the 17th century. And we still have a tendency to look beyond the dikes that protect us.
Our deep-rooted interest in other countries and peoples is not restricted to culture and
travel.
In Hello Holland! we present noteworthy facts and stories about the Netherlands. It’s
a chance to learn a little more about our culture, economy and society. We hope to
welcome you to our country soon. It’s often said that the Dutch are matter-of-fact and
slightly dull. Is that really the case? Why not find out for yourself!
Find out more about this subject:
The Hague: legal capital of the world
WATER, TECHNOLOGY & INNOVATION
An innovative people
Not enough land? Then we’ll make our own. Over 40% of the country has been created
since the Middle Ages, thanks to what were (in their day) ingenious solutions for reclaiming
land and creating polders.
Find out more about this subject:
The Delta Project
Photo: United Photos/Hollandse Hoogte

4 | People & Society People & Society | 5
People of different rank and social status, to the extent that they
exist in the Netherlands, happily live side by side. In the past, we
all had to pull together to keep our polders and our feet dry, and
we continue to pull together now. If money needs to be collected
after a natural disaster somewhere in the world. If the Dutch
football team needs our support. Or if we can help reduce global
warming a little by using low-energy light bulbs or separating our
waste. Dutch society is caring, with a strong sense of solidarity,
all kinds of schemes to help people on low incomes, a first-class
healthcare system, and clubs and associations with very active
memberships.
A frank and open people
Everybody’s equal, even the royal family
Prevention and information
Our welfare state promises all Dutch citizens a decent life. And
Dutch health care is among the best in Europe. We want to keep it
that way, too, even as the demand for care inevitably rises due to
demographic ageing. This will cost a lot of money, and the Netherlands
is already a big spender on health care. That is why we
are letting the market do its job, and why more attention is being
focused on prevention and information.
Regulation
At the same time, the Dutch do what they like. We set great store
by freedom and tolerance, so we are more willing to accept things
that are controversial or even prohibited in other countries. Like
legalised prostitution and sales of soft drugs. Provided they are
strictly regulated, that is, because we do like to have things properly
under control.
Photo: WFA

6 | People & Society | 7
‘Unique mix inspires world’
Affordable care
for all
Everyone in the Netherlands has health insurance, everyone is
allowed to switch between insurance companies, and insurers
may not reject anyone who applies for the basic package. This is
the result of a unique Dutch mix of the advantages of public and
private health care.
‘We have
a dense
network of primary
care services and
some top-class
hospitals’
One person who knows all about how health
care is organised in the Netherlands is Roger
van Boxtel, former minister and now CEO of
health insurance company Menzis, one of the
four biggest in the country.
Is this system only possible in
the Netherlands?
‘Not at all, it could easily be used in other
countries. The US is using parts of our
system, for example. We also learn from
other countries. Spain, for example, where
What is so unique about Dutch
health care?
health care is organised regionally.’
Does this unique system pay?
‘Firstly, standards of medical care are
‘We recently managed to save around half
very high here. For the past few years we
a billion euros when we discovered that the
Photo: zorginbeeld.nl/Frank Muller
have come top of the European Health
cost of generic medicines which are out of
Consumer Index. Added to that, we have a
dense network of primary care services and
some top-class hospitals. So health care
is always available locally. The way health
care is organised here is unique too. The
patent could be reduced by about 90%. As
health insurers, we have to take account of
the price when we’re buying care services.’
Is the Netherlands progressive?
‘my teddy is ill’
Special surgery for sick toys
bandage. Letting the children
play the role of parent teaches
them that a visit to the doctor is
sometimes necessary.
government sets the parameters, but within
‘It certainly is! Take the internet: that’s why
Toddlers who are fretting about
the Netherlands’ eight teaching
And they gain an insight into
them health insurance companies and care
patient power has increased so spectacularly.
a sick teddy bear can have their
hospitals is to give children a
paediatrics and child psychology.
The Teddy Bear Hospital is
providers have to battle for the consumer’s
There is virtually no household in the
toy examined and treated by a
better idea of what happens in
organised once a year by Dutch
favour. The idea is that the consumer – the
country without a fast internet connection.
special doctor. The doctors are
a hospital and reduce their fear
The sick bears are treated at a
medical students who are
patient – gets a good product at a fair price.’
Patients form online groups, and share their
medical students who do their
of illness, hospitals and doctors.
special outpatients’ clinic. The
members of the International
treatment experiences with others.’
very best to make the toy better.
At the same time, the students
doctor might listen to their chest
Federation of Medical Students’
The aim of this special project at
learn how to deal with children.
with a stethoscope, or apply a
Associations.

8 | People & Society People & Society | 9
Kilos and kilos of liquorice
The Netherlands is the biggest producer of liquorice – known as drop
in Dutch – in the European Union. We each eat an average of two kilos
every year. Where the word drop comes from is a mystery. The German
for liquorice is Lakritz, the Italian liquirizia and the French réglisse. But their
version tastes different from our drop. The strange thing is that we are not
entirely sure what actually constitutes drop, as all sweets can in fact be
referred to by this name.
Traditional costume
In the past, you could tell exactly
where a Dutch person came
from because every village had
its own distinctive form of dress.
Nowadays, the custom has
largely died out. But there are
still people living in Volendam,
Staphorst and Arnemuiden who
wear local costume every day to
keep the tradition alive.
Hurray, it’s a boy!
The Dutch eat crispbake crackers with aniseed sprinkles (known as
beschuit met muisjes) to celebrate the birth of a baby. Pink sprinkles for
a girl, blue for a boy. This is a typical Dutch tradition. The sprinkles
are known as muisjes, or ‘little mice’. Historians do not agree as to the
origins of the name. Some say that the shape of the sugar-coated
aniseed, with its little tail, gave rise to the name. Others believe it
comes from the mouse’s natural tendency to breed rapidly.
Photo: Ton Lammerts
Photo: Erik Smits Photo: Ton Borsboom Photo: Inge Yspeert/ Hollandse Hoogte Photo: Taco van der Eb / Hollandse Hoogte
Lose yourself in the music, until you are aware of nothing else and are in trance.
The newly reopened A2 to Amsterdam makes the heart of the seasoned motorist beat a
Queen’s Day, football matches, skating: the perfect excuse for the Dutch to go clad
Skating 200 kilometres on natural ice in a single day. Madness? Probably, but if the
Armin van Buuren can make it happen like no other. For the fourth year in
little faster. It has been widened from three to six lanes, and there are now far fewer traffic
from head to toe in orange. Orange wigs, glasses, hats ... the crazier the better. The
winter is harsh enough, Friesland province organises the Elfstedentocht – a marathon
succession, readers of British magazine DJ Mag have voted him world’s best DJ.
jams. Strange but true: since the road reopened, it has been raining speeding fines
national colour orange goes back to William of Orange, the father of the nation, who
race through eleven Frisian towns. It is a national event. And although it hasn’t been
Armin is the first DJ ever to have achieved this.
led the revolt against the Spanish in the 16th century.
held since 1997, every winter the Dutch follow the weather forecast with keen interest,
to see if the ice will be thick enough this year.
140 In Holland you get one
biscuit with your coffee. Fortunately,
Singing by the
fireplace
we drink a lot of coffee: an average
The streets of the Netherlands are
of three cups a day, or around 140
virtually deserted on the evening of
litres a year.
5 December. Everyone is indoors,
children and grown ups alike,
A carrier cycle full of kids
The cycle paths of the Netherlands’ cities are being plagued by a
phenomenon that has risen like a phoenix from the ashes: the carrier
cycle. Mothers and fathers who take their parental duties seriously use
them to transport their offspring from home to school to the sports
club and back home again. In the rain, some carrier cycles can be
converted into a covered wagon with a transparent hood, like a mobile
incubator. And the bikes are not only useful for transporting kids. They
waiting excitedly for a visit from St
Nicholas, who rides across the roofs
of Holland on his white horse with
his faithful helpers, the Zwarte Pieten
(Black Peters). In the run-up to the
5th, children put their shoes by the
fireplace and sing special songs,
in the hope that St Nicholas will
fill them with gifts and pepernoten
(spiced mini cookies).
1871 The first female medical
student, Aletta Jacobs, went to study in
Leiden in 1871. She went on to become
the first female general practitioner in the
Netherlands. Jacobs fought for her place
in society, and took the first step towards
equality for women in the Netherlands.
Photo: AFAC
have also been spotted carrying shopping, pets and sports bags.
Photo: Gaby Kooijman

10 | Culture & Education | 11
Travelling along the canals of Amsterdam, visitors might
feel they are in an open-air museum of the 17th century.
‘A masterpiece of human ingenuity’ according to UNESCO.
The canal district is a unique example of architecture and
planning, a reflection of the Netherlands’ economic, political
and cultural heyday in the Golden Age. It was placed on
UNESCO’s World Heritage List in 2010.
The Golden Age produced artists whose work is still admired
throughout the world – Rembrandt and Johannes Vermeer,
for example. The philosopher Spinoza was their contemporary
and the humanist Erasmus their forebear. The masters
of the Golden Age were followed in the 19th and 20th centuries
by painters like Vincent van Gogh and Piet Mondrian.
The latter inspired many modern Dutch designers.
Historic and contemporary
Amsterdam’s canals: UNESCO World Heritage Site
Cultural haven
The Netherlands is now a veritable cultural haven. Dutch
society is steeped in foreign influences: fashion, food, sport,
festivals, interior design. Dutch culture is growing and
flourishing. Amsterdam’s Concertgebouw orchestra ranks
among the five top symphony orchestras in the world, and
the Nederlands Danstheater is a world-class modern dance
company. Everywhere in the world you will find Dutch designers,
industrial designers and architects.
The future
The future looks particularly promising for Dutch e-culture.
Society is digitising and we can no longer manage without
interactive media. So it is only logical that universities and
other higher education institutions should offer degrees
in interactive media and game design. The range of higher
education courses is unparalleled, and almost everyone has
a chance to study. The education system fosters independence,
and works to high academic standards.
Photo: Siebe Swart/Hollandse Hoogte

12 | Culture & Education
‘We always take things to extremes’
|
13
Architects from all over
the world working together
The headquarters of Chinese state television in Beijing,
Rotterdam’s Kunsthal, the Guggenheim Museum in Las Vegas
and the Prada store in New York have one thing in common.
They were all designed by architecture firm and thinktank OMA.
‘The Dutch
are used
to doing business
internationally’
What is the secret behind OMA?
‘We always work on smart local solutions,
adapt, they are used to doing business
internationally and they are receptive to
using the knowledge and views of people
other cultures.’
from all over the world. We have people
from more than 35 different countries at
OMA. Only 20% of the staff are Dutch. Every
Hence the headquarters in
Rotterdam?
OMA was founded by Dutch architect Rem
month we receive around 700 unsolicited
applications from all over the world. So we
‘We are keeping our headquarters in
Rotterdam because this is where our roots
Photo: Rijksmuseum/Eric Smits
Koolhaas. Managing partner Victor van
der Chijs tells us about the internationally
renowned partnership.
Is there such a thing as typically
Dutch architecture?
can select the very best people.’
Is that sense of ambition in the
Dutch DNA?
‘It could be. Because the Netherlands is so
densely populated, you have to be innovative
are. Also, the Netherlands is a good place to
do business. The Dutch are entrepreneurial,
the infrastructure is good and we get support
from the government. If there are issues
with one of our international projects, for
example, we can always rely on the help of
rijksmuseum amsterdam
A museum of art and history
Every day, visitors flock to the
important national museum.
is being refurbished, renovated
to around one million at the end
of the 20th century.
The new-style Rijksmuseum
promises to be a superbly
‘No, but Dutch architects are world famous.
and come up with intelligent solutions.
the Dutch embassy there.’
Rijksmuseum, Amsterdam, and
The main building first opened
and restored – an operation
renovated building that radiates
And that’s partly down to Rem Koolhaas. A
OMA is successful because we listen to our
stand amazed at Rembrandt’s
on 13 July 1885. Numerous
of unimaginable complexity
the atmosphere of the 19th
lot of successful Dutch architects have spent
clients. But the main thing that sets us apart
masterpiece The Night Watch.
modifications were made
and scale. Fortunately, the
century once again, yet also has
time with OMA. Dutch architects tend to be
is that we are always looking for the right
The Rijksmuseum’s collection
over the years, from double
renovation is not preventing the
the most up-to-date facilities.
well trained, critical and open-minded, and
local solutions. You can’t just put a replica
boasts over one million
ceilings and secondary walls
general public from coming in
A place where millions of people
they are always looking for unique solutions.
of a building you’ve designed for New York
artefacts, most of which are
to climate control systems and
and enjoying the highlights of
from the Netherlands and
OMA brings talented architects from the
in Kuala Lumpur. It has to respond to local
works by 17th-century Dutch
offices of all kinds. Eventually
the 17th century. The number of
abroad can see the nation’s rich
Netherlands and other countries together,
conditions, culture and rules. The same
masters. The Rijksmuseum is the
the time came for a thorough
visitors has soared in the past
collection in all its glory.
and blends cultures.’
applies to people. The Dutch are quick to
Netherlands’ largest and most
overhaul, so now the building
125 years, from 250,000 in 1885

14
| Culture & Education
Handy in town
The qugo is a clever piece of brand new Dutch design.
Small and compact, and driven by an electric motor,
handy for getting around town and quite unique. With its
three wheels, this vehicle is dynamic, manoeuvrable, yet
stable. The qugo, designed by the founder of Spyker Cars,
has a top speed of 25 km per hour
Amazing bulb
This amazing lamp doesn’t bring forth a genie, but it
does produce a wackily-shaped bulb. Or ‘light blub’ as
young designer Pieke Bergmans calls them: lightbulbs
in all kinds of unexpected shapes and sizes. This
Dutch-grown miracle bulb is on show at art gallery
Dilmos in Milan.
1900
People & Society | 15
The Netherlands introduced
compulsory education in 1900: all children
aged 6 to 12 had to attend school. 85 years
later, primary school as we now know it was
introduced. Children have to start school at
the age of 5. The school-leaving age is 16.
What international
students say about
the Netherlands
Alessia Cadamuro (29),
Italy ‘Once I arrived here I
noticed straightaway that
people are friendly, and
speak English. But I made
most of my friends here –
Dutch and foreign students
– through my course.’
Garance Echazarreta (25),
France ‘I think you have to
do your best to fit in. So I
invited my neighbours round,
I go to small shops and I like
to try Dutch food.’
Rony Chan (27), Hong
Kong ‘Dutch design
inspires me more than
Chinese design. It’s
creative, innovative and a
bit crazy here.’
Find out more about studying
in the Netherlands at:
www.nuffic.nl
Indira Nurtanti (34),
Indonesia ‘I’m used to
there being people
everywhere, like in Jakarta,
but it’s not like that in
Holland. Except when
there’s a market, it’s always
busy then.’
Dayo Oladunjoye (26),
Nigeria ‘The thing that
struck me from the plane
when I arrived in winter
2007 was the flat landscape.
I had been warned about the
cold, but it was freezing! I
hadn’t expected it to be
so cold!’
Kristun Thors (28), Iceland
‘I like the food – herring,
stroopwafels (toffee
waffles) and stamppot
(potatoes mashed with
vegetables). But what I notice
most are the tall men with
curly hair. You don’t get them
in Iceland.’
Henry Wilson (27),
Australia ‘I came to
Holland to study design. But
by studying with students
from other countries and
travelling around Europe I
learned more about myself
and other cultures.’
Sources: Design Academy Eindhoven,
Silvestris, TU Eindhoven, Centraal
museum Utrecht, Hella Jongerius,
Frank Willems, Pieke Bergmans
55,000 The Lowlands
festival attracts some 55,000 visitors
every summer. It has a wide audience,
interested not only in pop music but also
in alternative music, video art and other
forms of entertainment.
Rubenesque comfort
Ever thought your old mattress deserved
a second life? And what a life! Designer
Frank Willems devised and produced this
‘Madame Rubens’ concept, transforming
an old mattress into an elegant designer
chair. Willems (31) is a promising graduate
of Design Academy Eindhoven. The
water- and airtight polyurethane coating
keeps Madame Rubens fresh and clean – a
thoroughly modern lady.
Porcelain, glass and plastic tape
Long Neck Bottles by Dutch designer Hella Jongerius (1963) are
special vases that are both artworks and useful objects at the
same time. This is typical of Jongerius’ work. One of the most
important industrial designers of her generation, she became
known for her innovative ideas, introducing imperfections into
her designs and deliberately producing misfits.
High-tech for
tiny tots
Less stress for premature babies
thanks to the Smart Jacket. It is soft,
with integrated textile sensors so
that electrodes no longer need to
be attached directly to the baby’s
sensitive skin. Babies wear the jacket
either in the incubator or outside,
so their parents can hold and cuddle
them. A clever piece of technology
from Eindhoven University of
Technology.

16
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Economy, Trade & Agriculture |
17
Situated at the economic heart of the continent, on
the North Sea and with a direct link to the European
hinterland, ‘Mainport Rotterdam’ is one of the busiest
ports in the world. Apart from container transshipment,
bulk goods and oil tanker handling also account for a
major proportion of the port’s activities. And thanks to its
economies of scale, Rotterdam has long been a favourite
port of call for fuel oil buyers.
Reliable producers
Although most Dutch people traded in their clogs for
smart shoes many years ago, the country’s agricultural
sector is one of the most competitive in the world. We
are the world’s second largest exporter of agricultural
products, after the US. Thanks to innovation and tough
legislation Dutch farmers, market gardeners and food
processing companies are reliable producers of natural,
healthy food. Our leading scientific institutes, like Wageningen
University – one of the world’s foremost centres
of agricultural expertise – also make a major contribution.
Logistics and water management
Besides innovating in food technology and in agriculture
and horticulture, the Netherlands also sets the standard
for logistics and water management, both in Europe and
beyond. Many established and emerging companies are
moving into the fields of biotechnology and life sciences.
They benefit from the country’s large reserves of agricultural
know-how, a strong chemicals industry and a highly
developed healthcare sector.
Sustainable multinationals
No one disputes the fact that the Netherlands has
produced some of the world’s leading multinationals,
like Philips, Heineken, Akzo Nobel, DSM and Unilever,
and has a strong position in the international financial
sector. It is also a fact that Dutch multinationals have a
good record when it comes to sustainability. Akzo Nobel,
for example, leads the chemical industry table. Philips
does well in the market for personal care and domestic
appliances. And Unilever heads the list of food and drink
companies. We’re quite proud of all that.
Gateway to Europe
Knowledge and innovation drive the Netherlands forward
Photo: Marijke Volkers

18 | Economy, Trade & Agriculture People & Society |
19
Multinationals invest in Dutch food research
We want
healthy food!
Healthier, safer and more sustainable food. That is what Dutch
companies want, and that is why they are investing so much
in research. They have helped make the Netherlands a world
leader when it comes to knowledge of food and nutrition.
‘Wageningen
has a
good international
reputation in food
research’
at healthy levels. Or into reducing the salt
and sugar content of food without affecting
the taste. ‘Partnerships between industry and
research institutions do not exist on this scale
This investment in knowledge ensures that
leading journals regularly publish research
results from the Netherlands.
anywhere else in the world,’ says Jan Maat.
Innovating together
These partnerships, and the results they have
‘We must not forget that the Dutch are good
‘Foreign scientists and multinationals are very
interested in Dutch research, and are keen to
achieved, have also attracted major foreign
investors, like Nestlé of Switzerland, Danone
at working together,’ says Jan Maat. ‘That is
undoubtedly one of the reasons behind our
Photo: Marijke Volkers
invest in it,’ says Jan Maat, managing director
of Top Institute Food and Nutrition (TIFN).
Cardiovascular disease
from France and America’s Kellogg’s.
Investing in knowledge technology
Food is an important source of income for the
success. We look for solutions not through
confrontation, but through collaboration.
The way major competitors get together like
they do here is quite unique. We really do
medical gourmets
Welcome to the lab restaurant
reason to test them thoroughly
beforehand. ‘Waiter, could I have
some more please?’
An unhealthy diet can lead to obesity and
Netherlands. Our food industry has a turnover
innovate together.’
illness, like cardiovascular disease. So the
of around €53 billion a year, 21% of which
It’s impossible to enjoy a meal in
under controlled conditions.
scientists, who can learn a great
The Restaurant of the Future was
Dutch food industry is working on safe,
is accounted for by exports. We also know
private at the Restaurant of the
Absolutely everything is
deal about visitors’ eating habits.
set up by Wageningen University,
healthy products and sustainable production
a great deal about nutrition. While other
Future. Every bite is recorded.
monitored: the layout and decor
Research into consumer choices
catering company Sodexo,
methods.
European countries were erecting trade bar-
This articulograph, for example,
of the restaurant, the effect of
and needs is becoming ever more
software developer Noldus IT
Partnerships between industry and
research institutions
riers during the economic crisis in the 1930s,
the Netherlands kept its borders open and
invested in knowledge of food, nutrition and
measures the effects of different
chewing behaviour and the way
we look at food. The restaurant
light, the presentation, the route
through the restaurant, taste,
packaging and preparation. This
important. The costs involved
in product development and
marketing are huge. At the same
and industrial kitchens supplier
Kampri.
Dutch multinationals are keen to invest in
farming. As a result, Wageningen University
is unique, the only place in the
provides great opportunities for
time, the failure rate of new
research, into probiotics, for instance, the
(www.wur.nl) is now a key player in the
world where researchers can
food manufacturers who want to
products is high, the majority
drinks designed to keep your intestinal flora
international food sector.
monitor diners over a long period
test new products. And also for
disappearing within a year. Every

20
| Economy, Trade & Agriculture
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21
400,000,000
Every year, four hundred million tonnes of goods arrive
at the Port of Rotterdam to be transferred to other
freighters, inland shipping or trucks. The magazine in
your hands was probably shipped via Rotterdam.
Fruit and veg from the hothouse
Rows of greenhouses as far as the eye can see, another typically Dutch
scene. The first commercial greenhouses were built in the Netherlands
around 1850, when it was discovered that plants grow faster in
continuous light and an environment with a constant temperature.
The quality of the greenhouses gradually improved over the years. The
first official standards for greenhouses were drawn up in the 1970s,
in consultation with pioneers from industry. And modelling has led to
constant improvement. With over 10,000 hectares of greenhouses,
the Netherlands now has more than any other country in the world.
Source: Keppel Verolme
Illustrious shipbuilder from the Netherlands
Industrialist and shipbuilding magnate Cornelis Verolme (1900-1981) was
the Netherlands’ greatest shipbuilder. His yard, Verolme United Shipyards,
built the biggest ships. One would break the record for biggest Dutch ship,
the next for biggest ship ever built in Holland. For Verolme, it was always a
matter of big, bigger, biggest. A man with great charisma, and great plans.
These days Keppel Verolme (KV) is part of Keppel Offshore & Marine of
Singapore, a global market leader in the building and repair of offshore
platforms and specialist ships
Source: ECT
Source: FloraHolland
Photo: Rob Verhorst/Hollandse Hoogte
Source: NL Agency
Around a quarter of total exports by value go to Germany, and another quarter
The Netherlands is the world’s biggest flower exporter, even though some of them
Every year, Dutch musicians’ foreign sales climb even higher. André Rieu, Tiësto and
Machines for producing solar panels are not the first thing that comes to mind when
to the rest of Europe. This is followed by Africa, at 20%. Exports to Asia are
are grown abroad. Chinese trade delegations show particular interest in our profitable
Ferry Corsten are top Dutch exports, and several Dutch DJs – Laidback Luke and
you’re thinking about Dutch exports. But masses of these machines are being
currently running at 15%, and to North and South America at slightly over 10%.
flower trade. Our knowledge of logistics and the global trade in flowers remain
Marco V, for example – are rising stars on the foreign club scene. Rock band Within
exported to China. Dutch manufacturer OTB Solar has almost tripled its turnover as a
unparalleled, however.
Temptation is doing particularly well abroad.
result of the huge demand.
Say cheese!
Holland and cheese. An inseparable combination. The Dutch have been
exporting cheese since the Middle Ages. The best known are Edam
and Gouda, which have enjoyed protected status since 2010. Only the
cheese made here may be called ‘Gouda Holland’ or ‘Edam Holland’,
and it also carries a quality label. Cheese manufacturers in the rest of
the world may only use the words ‘Gouda’ and ‘Edam’. Most Edam and
Gouda cheese is in fact made in Poland and Germany, and quite a lot is
produced in New Zealand and the United States.
Photo: Nationale Beeldbank
Kids’ TV news as
export product
Since 2004 Kids News Network has
been exporting the kids’ TV news show
Jeugdjournaal to developing countries.
The show, which has been running for 29
years in the Netherlands, is unique. Fellow
programme-makers in developing countries
are given 18 months’ training in how to
produce their own programme. The idea is
that kids who are given truthful information
will pass it on to others. In developing
countries, 40% of the population are aged
15 or under; the figure in the Netherlands is
15%. The concept has now been ‘exported’
to Suriname, Peru, South Africa, Indonesia,
Zambia, Burma and the Antilles. It is up to
local programme-makers to decide on the
content of the programme, as long as it fits
into the basic concept.
Tulip mania
A bunch of tulips in a Dutch shop will cost you around three euros these
days. A far cry from the 17th century, when the tulip was all the rage. At
the height of the ‘tulip mania’, the bulbs fetched eye-watering prices.
One was sold for 5,400 guilders, which at that time would have bought
you a magnificent canalside property in the heart of Amsterdam.
2002 On 1 January 2002 the
euro was introduced in 12 European Union
member states, Monaco, San Marino and
Vatican City. Many Dutch people were sad to
say goodbye to their old currency, the guilder.
Source: Rijksmuseum Photoservice

22 | International Peace & Security
| 23
The Dutch have been swarming out across the world’s oceans
and continents ever since the 17th century. And we still have
a tendency to look beyond the dikes that protect us. We are
keen travellers, but we also like to bring the rest of the world
here, too. Our deep-rooted interest in other countries and
peoples is not restricted to culture and travel, however. The
Netherlands also lobbies hard for a stable trading environment
and international peace and security.
Although the Dutch armed forces are among the most up-todate
and best equipped in Europe, the Dutch see themselves as
a peace-loving, non-militaristic people. We have seen our fair
share of wars down the centuries, however. In the 16th century
we rose up against the Spanish, in the 17th century we fought
sea battles with the English over trade. And there is also a more
sinister side to our history. The Dutch slave trade continued
until the late 19th century, and in the mid-20th century we
were involved in armed conflict with Indonesia.
Responsible and committed
In the 21st century, the Dutch are keen to set an example.
We are actively involved in the UN, are home to several
international courts and tribunals and are aware of our
international responsibilities and commitments. The Dutch
constitution even requires the government to promote the
development of the international legal order. The Dutch
government also spends a relatively large amount on
development cooperation and military operations. Current
military operations are mainly intended to maintain peace or
help countries rebuild after armed conflict.
Globetrotters and mediators
The Netherlands’ international outlook has deep roots
European cooperation
Cooperation with other European countries is increasingly
important to the Netherlands, given the issues we face: climate
change, energy supply and international security. Though we
are individualistic, demanding the freedom to run our lives as
we see fit, we are also keen on equality, and are known for
our preference for cooperation and unflagging efforts to
achieve consensus.
Photo: Nationaal Archief

24 | International Peace & Security
People & Society |
25
Dutch constitution says ‘Promote international legal order’
The Hague: legal capital
of the world
The Netherlands is the only country in the world whose
constitution states explicitly that the government must promote
the international legal order. It is therefore with good reason
that The Hague is known as the legal capital of the world. Many
international legal institutions, including the most famous of
‘With
all
those
judges, negotiators
and inspectors in
The Hague, we
seek to achieve the
aims set out in our
Constitution’
them all – the International Court of Justice – are based here.
A stable country
and security, not only at home but all over
The International Court of Justice (ICJ) was the world. The International Court of Justice
established in the Peace Palace in The Hague is responsible for dealing with inter-state
in 1945, and was followed by many more conflicts, except those of a political nature.
legal institutions. They had good reason
to choose The Hague as their location. The Principal judicial organ
Netherlands had good travel connections, The International Court of Justice is the principal
judicial organ of the United Nations. Its
and was well-known as a stable, safe and
reliable country where the rule of law was role is to adjudicate in specific international
Photo: EPA/VINCENT JANNINK/POOL
respected. Furthermore, an amendment to
the Dutch constitution in the 1950s made the
Netherlands eminently suitable as a centre for
international law.
conflicts, to settle legal disputes and to clarify
legal norms. The Court also plays an advisory
role. It advises the General Assembly, the
Security Council and UN organisations. It is
beauty & the beast
Former president and supermodel in court in The Hague
not always easy to distinguish between a
Working for peace
political dispute, a legal dispute and a conflict
Did former Liberian president
diamonds to fund the bloody civil
in The Hague, evidence that the
count on widespread support
In essence, the amendment decreed that the
of interest. The rule of thumb is that for it to
Charles Taylor give Naomi
war in neighbouring Sierra Leone.
international community – and
in Sierra Leone, the UN Security
Netherlands would henceforth do its best to
be a legal dispute, the issue at stake must be
Campbell an uncut diamond in
Campbell’s appearance before
particularly the United Nations
Council decided he should stand
ensure that other countries treat each other
a rule of law.
1997 or not? The supermodel
the court attracted a great deal of
– regards our country as a safe
trial in The Hague. The United
and their own populations with respect.
gave evidence on the matter
media attention.
place for international trials.
Kingdom has said that if the
This is indeed the case: with all the judges,
to the Special Court for Sierra
Such trials are highly sensitive,
court imposes a prison sentence
negotiators and inspectors in The Hague, the
Leone in Leidschendam. Taylor
The Special Court for Sierra
involving people suspected of
on Taylor he may serve it in a
Netherlands seeks to achieve the aims set out
is suspected of war crimes. He
Leone is just one of many
terrorism and war crimes.
British jail.
in its constitution: to work for peace, justice
is alleged to have used blood
international courts and tribunals
Since Charles Taylor can still

26 | International Peace & Security
| 27
1991 The Treaty of Maastricht was signed
in December 1991, when the Netherlands held the
The Netherlands and democracy:
individual freedom of choice
The Netherlands is a parliamentary democracy. Every four
years the Dutch elect a new parliament, which monitors
the government’s actions on behalf of the people. Officially
the government is made up of the head of state and the
ministers, but in fact the monarch has mainly a representative
role. Civil liberties and the rule of law are firmly embedded
in the constitution. The Dutch set great store by individual
freedom, preferences and choice, so you will hear few
protests against gay marriage, abortion and euthanasia.
Most Dutch people regard them not as political issues, but as
matters of individual choice.
Law through the
centuries
Every state has its own legal system. Many of these
systems are so similar that they are regarded as part
of a legal tradition. We have two legal traditions in
Europe: civil law and common law. The Netherlands is
one of the countries with a legal system based on the
principle of civil law. Most countries in mainland Europe
use this system, whereby law is enshrined in codes
and professional judges hand down judgments on the
basis of them. The other system, based on common
law, emerged in England in the 14th century, and spread
all over the world, mainly through the British Empire.
Countries with a common law tradition do not have
written codes. Law is developed there in case law or
precedent, rather than by the legislator.
Photo: Peter van Bastelaar/AVDD
Presidency of the European Union. This EU Treaty laid
the basis for political and monetary union. It entered
into force in 1993.
Rigorous measures to tackle
Somali pirates
Operation Atalanta is the code name of the anti-piracy campaign
in the Gulf of Aden and the Indian Ocean. It was set up to protect
ships, especially those carrying World Food Programme supplies,
against pirates operating along the coast of Somalia. This is no
mean task, given the size of the area and the fact that some
20,000 to 30,000 ships pass through the Gulf of Aden every year.
Pirates operate up to 750 kilometres offshore. In April 2010 naval
vessel HNLMS Johan de Witt left for Somali waters to take part
in Operation Atalanta. The Johan de Witt is the sixth Dutch ship
in succession to have been deployed against pirates. The pirates
who are captured and brought on board the ship become the
responsibility of the Dutch Public Prosecution Service.
1951 The Treaty of Paris was signed by
the Netherlands, West Germany, France, Belgium,
Luxembourg and Italy on 18 April 1951. This marked
the birth of the European Coal and Steel Community,
which later became the EU.
The Netherlands is home to some 30
international organisations, from
international courts and tribunals
and European institutions to
organisations like the OPCW (the Organisation
Europol gathers and analyses
criminal intelligence, in an attempt
to combat international crime. At
the headquarters in The Hague,
over 620 members of staff work
closely together with colleagues
from the European Union and
other partner states like Australia,
Canada, the US and Norway.
The International Criminal Tribunal
for the former Yugoslavia was
established by the United Nations
during the war in the Balkans. Its
purpose is to try individuals
suspected of committing war
crimes during this war, and to
punish them if necessary.
The European Space Agency ESA
has sites in several European
countries. The largest is the
European Space Research and
Technology Centre (ESTEC), the
technological hub of the
organisation. It is located in
Noordwijk.
The International Criminal Court
in The Hague was set up to try
individuals suspected of war
crimes and crimes against
humanity.
The Iran-United States Claims
Tribunal resolves claims relating to
the nationalisation of American
property in Iran. It was established
after the United States released
frozen Iranian assets in exchange
for the release of hostages.
for the Prohibition of Chemical Weapons).
Together they employ around 8,000 staff,
accompanied by almost 6,000 family members.
Here are just a few.

28 | Water, People Technology & Society & Innovation
People & Society |
29
Country of tomorrow
The Netherlands has the biggest radiotelescope in the world
The Dutch are an innovative people. Not enough
land? Then we’ll make our own. Over 40% of the
country has been created since the Middle Ages,
thanks to what were (in their day) ingenious solutions
for reclaiming land and creating polders.
LOFAR (LOw Frequency ARray) is a recent example
of a Dutch technological innovation in astronomy. In
an effort to see the birth of the universe, thousands
of sensors within a radius of 50 kilometres of Exloo
in Drenthe province create a single highly sensitive
radiotelescope. Linked to eight other stations in
Europe, it forms part of what will be the world’s
largest radiotelescope when it is complete, a hundred
times more sensitive than current telescopes. If
they had known that, Sacharias Jansen and Hans
Lippershey might not have fought over the patent on
their telescope 400 years ago. Compared to LOFAR, it
was little more than a pair of opera glasses.
Thousands of sensors
All those thousands of sensors are linked by an
extensive fibre-optic network, which is also available
to other disciplines. Agricultural scientists can, for
example, use it to conduct research into precision
farming, using wireless sensors, which help them
optimise production processes. Geophysicists are
mapping the geology of the northern Netherlands
using seismic sensors. This is producing interesting
information about gas extraction and subsidence.
And about water management, something we’ve
been doing since the Middle Ages, which remains as
important as ever. That’s what you get when more
than half the country is below sea level.
Source: Astron stichting Lofar

30
| Water, Technology & Innovation
A unique feat of engineering
People & Society |
31
‘Controlling the tides:
the moon, the wind and us’
‘One of the seven modern wonders of the world’ is how the
American Society of Civil Engineers refers to the Delta Project,
the system of coastal defences that protects the Netherlands
from high tides. We are a little more modest perhaps, but no less
proud of this unique feat of engineering.
‘Dutch water
management serves
as a major source of
inspiration for the
rest of the world’
island of Neeltje Jans. After the barrier was
complete, the island was converted into the
Neeltje Jans educational theme park, where
the 66th pillar (which was never used) can still
be seen, as well as a memorial stone bearing
Textbook example
Dutch water management serves as a major
source of inspiration for the rest of the world
and a textbook example of how things should
be done. One Dutch company located in the
the words ‘Controlling the tides: the moon, the
United States is helping consider ways of
Protecting the Netherlands
The series of coastal defences that now
wind and us’.
Biggest threat: the major rivers
protecting New Orleans from a recurrence
of the flooding caused by Hurricane Katrina
in 2005. The Dutch are happy to help the
Photo: Marijke Volkers
protect the Netherlands from the sea took
57 years of hard work to build. Work started
after the disastrous floods of 1953. The Delta
Commission was set up three weeks later.
From dam to flood barrier
The storm surge barrier in the Eastern Scheldt
is without a doubt the most impressive
part of the Delta Project. The estuary was in
fact to have been closed off with a normal
dam, but it was never built. Cutting it off
completely would have damaged the natural
environment. Eventually, the Eastern Scheldt
For centuries, however, the sea has not
been the greatest threat to the Dutch. The
three major rivers that flow through the
country – the Rhine, Maas and Waal – have
long posed more of a danger. Having learnt
from experience, we have developed into
the undisputed world champions of water
management. Flooding used to be a frequent
occurrence, but the last time a river dike burst
was in 1926. Things got a little tense in 1995,
when 250,000 people were forcibly evacuated,
but the dikes held. Rigorous measures have
since been taken, and innovative solutions
Americans and the rest of the world keep their
feet dry.
the 1953 floods
Taming the sea
1953, the night of 31 January. A
storm is raging, and it’s high tide,
but that’s nothing new. That
night, however, the storm builds
to hurricane force. The disaster
happens in just a few hours.
Seawater pours over the sea
dikes. The polders are inundated,
of dikes, and they burst. Large
parts of the provinces of Zeeland,
Brabant and South Holland are
flooded, and 1,800 people drown.
Over half a century later the
principle seems quite simple: as
soon as the water reaches three
metres above NAP, or Amsterdam
closed so that the floodwaters
cannot enter the Eastern Scheldt.
Sixty-five huge concrete pillars
support the storm surge barrier.
They in turn stand on mats laid
on the sea-bed specially for the
purpose. The hydraulic cylinders
that control the floodgates are
not only raise the gates, they can
also lower them if necessary.
From the path just above the
Eastern Scheldt storm surge
barrier you can hear the water
thundering past the open gates.
The sheer force of the water can
be seen, heard and felt here. But
the barrier stands firm, a unique
feat of innovative engineering
protecting both Zeeland and the
environment.
storm surge barrier was built from the artificial
found.
the water reaches the next ring
Ordnance Datum, the gates are
also a miracle of technology. They

32 | Water, Technology & Innovation
|
33
1,550 It rains a lot in the
Netherlands: an average of 600 hours a year
– but there’s plenty of sunshine between the
showers, at 1,550 hours a year.
Water management: a royal affair
In a country where two-thirds of the land is below sea
level, water management is a truly Dutch affair. Even heir
to the throne Prince Willem-Alexander has been working in
the field for many years, both at home and abroad. In the
Netherlands he chairs the Water Advisory Committee. And
as chair of the United Nations Secretary-General’s Advisory
Board on Water and Sanitation he helps solve waterrelated
problems all over the world.
Photo: Kris Kras Design
Where would the
Netherlands be without
bridges, windmills and
pumping stations? The
modern versions are powered by electricity,
are often plain in design and hundreds of
metres long (or tall). The more traditional
wooden bridges and windmills are manually
operated, and often unique. Whether
traditional or modern, however, they all play a
key role in transport and water management.
The Netherlands has
more than 3,000 pumping
stations. There are various
types, designed to pump
different quantities of water
over different heights in
different locations. This is the
electrically-driven J.L.
Hoogland pumping station
at Stavoren in Friesland.
The building with the curved
roof that houses it was
designed by Dutch architect
Piet de Vries.
The Great Mill at Marrum
in Friesland was built in
1845. It is still used to pump
water in the polder from a
lower to a higher level. This is
quite rare, as modern
pumping stations usually
do the job these days. Their
greater capacity allows
them to raise the water over
greater heights in all
weather conditions.
Source: Cultural Heritage Agency, Amersfoort Photo: Maurice Boyer/Hollandse Hoogte Photo: Paul van Riel/Hollandse Hoogte
The famous ‘Skinny
Bridge’ (Magere Brug) in
Amsterdam is over 300
years old. The bridge was
built at the request of the
wealthy Mager sisters, or
so the story goes. They
lived opposite each other,
on either side of the
Amstel. The wooden
footbridge allowed them
to visit each other more
easily. A true story? Who
knows? But we do know
that the original bridge
was very narrow –
or ‘skinny’.
Dutchman in space
The first Dutchman in space was Wubbo Ockels. In 1978 he was
selected by the European Space Agency to work on a Spacelab
programme. After completing the astronaut training programme,
he took his first trip into space on board the space shuttle
Challenger in 1985. Wubbo was responsible for the monitoring
equipment on the flight. A physicist by training, he now works on
sustainable energy. His futuristic yacht Ecolution is a sustainably
built ship that is also energy-neutral to run.
135,470 There are 135,470 km
of public roads in the Netherlands, and 57.5 km of
motorway per 1,000 km 2 . This gives the country the
densest motorway network in Europe, in a country
with a land area of only 41,526 km 2 .
Coffee, wine
and rain
Three Dutch inventions have ensured that coffee,
wine and rain will never be the same again. Unlike
other coffee-making equipment, the Senseo
coffee machine uses pads. Douwe Egberts’
Senseo products have been a great success in
both Europe and the US.
The Vacu Vin consists of a stopper and pump that
prevent wine in an open bottle from oxidising,
allowing it to be kept for longer. It has been a
huge success: more than 30 million have been
sold in over 80 countries.
Storm umbrella Senz makes light work of wind
and rain. While other umbrellas flap and break,
the clever design of Senz stops it turning inside
out. This great invention from Delft University of
Technology can even cope with force 10 winds.
Photo: George Burggraaff/Hollandse Hoogte

34 | People & Society
People & Society | 35
Gaining ground The Dutch have always lived with water.
Lots of water. And they have fought with it on occasion. But they
were always victorious. In the past the Dutch did battle with dwelling
mounds (or terps), dikes and major coastal defences like the Delta
Project. They even closed off part of the sea – the Zuyder Zee – to
create new land, or polders. And their efforts were successful. Without
them, 40% of the country would be under water.
Go with the flow These days, the Dutch also enjoy the
water. Streams and rivers are increasingly being allowed to go their
own way, and we adapt to them. We are going with the flow, building
our houses around the water. Or on it. More and more residential
areas feature homes with a boat tied to a jetty at the bottom of
the garden. And, alongside the traditional houseboats, people are
increasingly choosing to live in homes built on stilts, or floating on
the water.
Luctor et emergo
Living on the water
Water city There are now a number of residential areas built
completely on the water, like this one in Houten. Steigereiland (‘Jetty
Island’) in the Amsterdam district of IJburg, was one of the first and,
with 110 homes built on the water, one of the biggest too. Groningen
is even building an entire town based on water, known as Blauwestad,
or ‘Blue Town’, with some 1,500 homes on or beside the water.
Photo: Siebe Swart/Hollandse Hoogte

36 | People & Society
Facts & Figures | 35
People & Society | 37
Groningen
Interesting facts
Tall and blond
Lots of Dutch people are tall, blond and blue-eyed. But
with over three million people from ethnic minorities,
almost two million of whom have a non-Western
background, the Netherlands is quite multi-coloured
these days.
Curtains
The Dutch keep their
curtains open in the
evening because they have
nothing to hide, do not
want to exclude anyone,
or because they want to
show off their fine interior
decoration. Perhaps we
don’t actually know the
reason, and that is why we
are doing in-depth studies
into this custom.
Polders
The Netherlands is famous for
its ‘polder model’. Doing things
in consultation, always seeking
consensus. People of all social ranks
used to work together to build dikes
and create polders (hence the term
‘polder model’).
Gezelligheid
Gezelligheid is a typically Dutch word for which there is no
good equivalent in other languages. It is used to describe an
evening playing board games with the family, or drinking
coffee with the neighbours, or sitting by an open fire. In fact
any pleasant occasion shared with friends or family.
Clogs and windmills
Holland is still associated with clogs and windmills.
But clogs are found mainly in souvenir shops these
days, and only around 1,200 windmills are still in
operation today, down from over 10,000 in their
heyday in the 19th century.
Celebrations
The most important days of
celebration in the Netherlands
are Queen’s Day (the Queen’s
official birthday), Liberation
Day and St Nicholas’ Eve, or
Sinterklaas. But the Dutch also
like to take to the streets when
their football team (almost) wins
a European championship or
World Cup.
The tulip
The tulip has proudly held its ground through the
centuries. The Netherlands is by far the world’s biggest
exporter of flowering bulbs, accounting for 83% of
world exports, 33% of which are tulips. In Holland,
however, roses are the most popular cut flowers.
Neat and tidy
Lots of things are perfectly acceptable in
the Netherlands. Freedom and tolerance
are considered very important. But
we separate our waste in an orderly
fashion, are very punctual and like to
keep our doorsteps clean.
World famous
The most famous Dutch person of all time is Anne Frank,
who wrote the best known diary in the world, followed by
footballer Johan Cruijff in second place and alleged double
agent Mata Hari in third.
North Holland
Schiphol: the biggest airport in
the Netherlands (handling an
average of 45,000,000 passengers
and 1.5 million tonnes of freight
each year).
South Holland
Rotterdam is home to the three
tallest buildings in the country,
at 151, 158 and 165 metres; it
also has the Euromast, which is
185 metres tall.
The Hague
Amsterdam
Rotterdam
Den Helder
Utrecht
‘s Hertogenbosch
Longest train journey in the
Netherlands: Roodeschool –
Maastricht Randwyck, 5 hours 39
minutes (three changes).
Friesland
Drenthe
Most sparsely populated
Afsluitdijk: 30-km barrier and
province, with fewer than
road between the provinces of
200 inhabitants per km
Friesland and North Holland
2
(the majority of whom live
(part of the Zuyder Zee project).
in rural areas).
Flevoland
Once water, now the
Netherlands’ newest province
(since 1986), and home to
400,000 people.
Overijssel
Full of lakes and criss-crossed by streams and
the river IJssel, Overijssel province has 300 km of
navigable waterways (frequented by commercial
shipping and 200,000 leisure craft a year).
Utrecht
More room for car and rail
traffic around the heart of the
Netherlands thanks to its network
of cycle routes.
Gelderland
30% of continental container
transport is by inland waterway
(much of it along the rivers Maas
and Waal).
Cover picture: Delft blue
The traditional Dutch sea shanty Daar was laatst een meisje
loos (1744) inspired 41-year-old designer twins Truus and
Riet Spijkers to create their Delft-blue skirt with nautical
details. Feisty females like the song’s heroine who runs
away to sea are a recurrent theme in their work. Truus
comments ‘Our style is influenced by the 1920s, when
the modern woman first appeared on the scene.’
Photo: Cynthia Boll
Hello Holland! is a special publication by the Dutch Ministry of
Foreign Affairs.
Editorial board: Communications Department, Ministry of
Foreign Affairs Editors: JCM Context (Utrecht)
Art direction & design: Kris Kras Design (Utrecht)
Printed by: OBT bv, The Hague
Articles may not be reproduced without the written
permission of the publisher.
© Ministry of Foreign Affairs, the Netherlands
Zeeland
Western Scheldt tunnel: at 6.6
km, the longest road tunnel in the
Netherlands, connecting Zeeland-
Flanders with Zuid-Beveland.
Limburg
Drielandenpunt in Vaals, where
three countries meet: you can go
from the Netherlands to Germany
and Belgium (and back) in just
a few steps.
Maastricht
North Brabant
Road of the future (N329):
with a sunken carriageway,
LED lighting and lots of
other technical wonders, both
an example and a source of
inspiration.
P.O Box 20061 | 2500 EB Den Haag
www.minbuza.nl/en
300 kilometres

38 | People & Society
Welcome to the
Netherlands!
Photo: Karel Tomei/Fotonatura
BZDR4472/E
Every hour of the day, the Dutch Ministry of Foreign Affairs is hard at work somewhere on
earth helping to build a safe, stable and prosperous world. And representing the interests of
the Netherlands. Because it is a unique country, with a surprising past, an energetic present
and an interesting future. Welcome to the Netherlands!