Team Masters strengthens sense of community for Velder

Team Masters, the Belgian market leader in innovative team-building formats, organised an exceptional Orchestrate experience for 125 members of the Rode Zegel Club, the award-winning B2B loyalty programme of Velder, part of FrieslandCampina. The best cheese sellers from across Belgium were brought together at the prestigious Le Plaza in Brussels for an evening entirely focused on recognition, connection and community building.

The Rode Zegel Club, winner of the Loyalty Industry Innovation Europe Award 2025, is a programme that rewards and unites wholesale customers around the rich tradition of North Holland Gouda. The platform plays an increasingly important role in the relationship marketing of FrieslandCampina and Velder, where the focus is shifting from purely rewarding to creating a strong and sustainable sense of community.

To strengthen this sense of connection, FrieslandCampina and Velder deliberately chose Orchestrate, an exclusive team-building experience in which participants transform into a symphonic orchestra within a few hours. Professional musicians guided the cheese sellers as they discovered new skills and brought together diverse talents in one powerful performance of Carmina Burana.

Stephanie Le Clef, Head of Team Masters: ​“Orchestrate goes beyond a traditional team-building activity; it is an experience that allows people to create together, generating emotional connection and pride. That is exactly what makes it so valuable within loyalty programmes: people feel not only appreciated, but truly part of a community.”

After the musical challenge, guests enjoyed a festive dinner, an inspiring award show and live music. The evening thus became a celebration of the craftsmanship and passion that the members of the Rode Zegel Club bring to their profession every day. For FrieslandCampina and Velder, it was the ideal opportunity to personally thank their ambassadors for their commitment and their role in preserving an age-old cheese-making tradition.

The combination of technology – via the app-based loyalty system – and live experiences proves particularly powerful. While the app strengthens day-to-day contact, a physical meeting creates emotional value, lasting memories and a stronger sense of engagement.

“Our cheese ambassadors form the heart of our quality chain,” Velder explains. ​“Thanks to Team Masters, we were able not only to thank them, but to truly bring them together. The result was an evening full of pride, enjoyment and connection.”

With the Orchestrate experience, Team Masters once again highlights the value of live team-building in strengthening loyalty programmes. By literally bringing participants together to play on one rhythm, the essence of the Rode Zegel Club was made tangible in a truly unique way.

Curious about how we can bring your organisation together with an impactful teambuilding experience? Contact us and discover the possibilities!

Watch the aftermovie here