It would be too easy to write something cheesy about this store. So we won’t. Instead, please come and meet Edwin and Henk, the business partnership who successfully started, and still run; five Kaashuis Tromp shops all across Amsterdam. Atypically, and fortunately for customers, none of these feel like a franchise formula. The duo train their personnel on the job in all things cheese related, and regularly organise tastings so their staff know what they’re selling and can inform their customers accordingly. Advice and experience are key to these busy and passionate cheese connaisseurs. This is reflected in all aspects of the shop interior. It looks inviting, and gives you an appetite. Plus, all employees are both willing and able to advise you on their selection. That, no matter what shop you’re in and no matter how often you’ve experienced it, always remains a pleasure. Who needs advertising with that kind of reputation?