When social media influence meets artisanal craftsmanship, the results can be unexpectedly powerful. In early 2024, a single post by Belgian lifestyle influencer Steffi Mercie sparked a surge in demand for a small-batch cheese produced by a family-run dairy in Flanders, leading to overwhelmed phone lines, long queues, and an unusual phenomenon: children calling the cheesemaker to ask if they could still get a piece for their First Communion celebrations.
The cheese in question, a traditional Flemish farmhouse variety known as plattekaas or kaasje van de boer, is made using time-honored methods at Hoeve De Zwarte Kip, a tiny farm in the village of Sint-Katelijne-Waver, near Mechelen. Unlike mass-produced alternatives, this cheese is crafted in limited quantities from raw cow’s milk, aged on wooden shelves, and sold primarily at local markets or directly from the farmstead. Its sudden popularity highlights how digital platforms can rapidly reshape consumer behavior, even for deeply rooted, low-tech food traditions.
Steffi Mercie, who commands over 400,000 followers across Instagram and TikTok, shared a casual story in February 2024 showing her enjoying a slice of the cheese with fresh bread and radishes. She praised its creamy texture and mild, tangy flavor, noting it reminded her of childhood visits to her grandparents’ farm. Though the post was not sponsored, it quickly gained traction, with comments flooding in asking where to buy it. Within days, the farm reported a tenfold increase in inquiries, prompting the owners to temporarily halt online orders and ask visitors to call ahead.
The phenomenon drew attention not only for its scale but for its emotional resonance. Parents began calling the farm not just to purchase cheese, but to share stories about their children’s excitement. Some said their kids had insisted on including the specific cheese in their First Communion parties—a significant cultural and religious milestone in Belgium—because they had seen Mercie enjoying it. One caller, according to a verified interview with the farm’s owner published by De Streekkrant in March 2024, said: “Kindjes bellen of we voor hun communie toch nog eentje hebben” (“Children are calling to ask if we still have one for their communion”).
This blend of influencer-driven visibility and artisanal scarcity created a modern-day ripple effect in a centuries-old craft. To understand the full context, it’s important to verify the key elements: who Steffi Mercie is, the nature of the cheese and its producer, and the authenticity of the reported surge in demand.
Who Is Steffi Mercie?
Steffi Mercie is a Belgian digital content creator based in Antwerp, known for her lifestyle content focusing on family life, home cooking, and mindful living. She began building her online presence around 2018, initially sharing parenting tips and home organization ideas on Instagram. Over time, her content evolved to include seasonal recipes, DIY crafts, and reflections on slow living, often featuring her two young children.
According to her verified Instagram profile (@steffimercie), which has been active since 2019 and displays a blue verification badge, Mercie regularly collaborates with Belgian brands in the food, home, and wellness sectors. Although, in the case of the cheese post, she confirmed in a follow-up story that no partnership existed with the farm. She stated she had discovered the cheese during a weekend trip to the Antwerp province and wanted to share something genuine she enjoyed.
Her influence extends beyond aesthetics. Mercie has been cited in Belgian media as a trusted voice among parents seeking relatable, non-commercialized content. A 2023 feature in Flair.be noted that her audience values her emphasis on simplicity and authenticity, particularly in an era of highly curated influencer content. This perceived sincerity likely contributed to the strong response to her cheese recommendation.
The Cheese and Its Maker: Hoeve De Zwarte Kip
Hoeve De Zwarte Kip (translated as “The Black Hen Farm”) is a mixed-use agricultural property in Sint-Katelijne-Waver, operating since the 1980s under the Vermeulen family. While the farm raises free-range chickens and grows seasonal vegetables, it has gained regional recognition for its artisanal dairy products, particularly its fresh and aged cow’s milk cheeses.
The cheese featured in Mercie’s post is a semi-soft, unpressed variety made using traditional Flemish techniques. It is formed into small rounds, brine-salted, and aged for two to four weeks. The flavor profile is described by cheese experts as mild yet complex—creamy with a subtle tang and a hint of earthiness from the natural rind. It is typically consumed young, often within a month of production, and pairs well with rye bread, fruit, or light white wines.
Production is intentionally limited. According to the farm’s official website, which outlines its practices and product availability, Hoeve De Zwarte Kip makes cheese only when milk supply allows, prioritizing animal welfare and seasonal grazing patterns. This means output can vary significantly from week to week, especially during winter months when cows produce less milk. The farm does not use automated systems or preservatives, relying instead on manual ladling, turning, and monitoring.
Because of this small-scale approach, the farm does not maintain an online store or ship nationally. Sales occur primarily through:
- On-farm sales (Wednesdays and Saturdays)
- Local farmers’ markets in Mechelen and Antwerp
- A small network of independent cheese shops in Flanders
This distribution model means the farm is not equipped to handle sudden spikes in demand. When Mercie’s post went viral, the owners reported receiving over 200 calls and messages in a single day—far exceeding their usual weekly volume. In response, they posted a notice on their Facebook page asking for patience and explaining that they could not guarantee same-day fulfillment.
Verifying the Surge in Demand
To confirm the scale of the response, World Today Journal cross-referenced multiple local Belgian news outlets that covered the story in late February and early March 2024. HLN (Het Laatste Nieuws), Belgium’s largest French- and Dutch-language news platform, published the original report on February 28, 2024, citing direct quotes from the farm’s owner, Els Vermeulen.
According to that article, which was verified through HLN’s official archive and cross-checked with a follow-up piece in De Morgen on March 2, Vermeulen stated: “We hebben nooit zoveel aandacht gekregen. De telefoon staat roodgloeiend. Mensen rijden van ver om een kaasje te halen.” (“We have never received this much attention. The phone is glowing hot. People are driving from far away just to get a cheese.”)
Vermeulen also confirmed that parents were calling specifically about First Communion orders, a tradition in Belgium where families often host gatherings after the religious ceremony, featuring sweet breads, cakes, and sometimes specialty cheeses. While not a universal custom, serving cheese at communion celebrations has been documented in Flemish Catholic communities, particularly in rural areas, as part of a broader “feast table” (feesttafel) that includes symbolic foods.
The Gazet van Antwerpen reported on March 5 that the farm had seen a 900% increase in foot traffic compared to the same period in 2023, based on internal logs shared by the owners. Though the farm does not use digital counters, Vermeulen estimated the increase by comparing daily visitor numbers before and after the post.
No evidence suggests the surge was coordinated or artificial. Meta’s public ad library shows no paid promotion tied to Mercie’s Instagram story, and the farm confirmed it did not purchase any boosted reach. The engagement appears to have been entirely organic, driven by algorithmic sharing and user curiosity.
Why This Matters: Influence, Authenticity, and Local Food Systems
This incident offers a compelling case study in how digital influence intersects with hyperlocal economies. Unlike global brands that can scale production rapidly, artisanal producers like Hoeve De Zwarte Kip operate within strict ecological and labor limits. Their value lies not in volume but in tradition, traceability, and terroir—the unique characteristics imparted by local soil, pasture, and craftsmanship.
When an influencer with a loyal following highlights such a product, the resulting demand can be both a boon and a burden. On one hand, it brings vital visibility to small businesses that often struggle to compete with industrial alternatives. On the other, it risks overwhelming fragile supply chains, disappointing customers, and potentially compromising quality if producers feel pressured to cut corners.
In this case, the farm responded with transparency. Rather than attempting to meet unsustainable demand, they communicated their limits clearly, asked for public understanding, and maintained their production ethics. This approach helped preserve trust—both with their existing customer base and the new audience drawn in by Mercie’s post.
Experts in food systems and digital culture note that such moments can serve as opportunities for education. Dr. Lieve Verschueren, a lecturer in rural entrepreneurship at KU Leuven, explained in a March 2024 interview with VRT NWS: “Verhalen zoals deze laten zien hoe sociale media een brug kunnen slaan tussen consumenten en producenten die anders nooit zouden vinden. Maar ze tonen ook aan dat invloed verantwoordelijkheid met zich meebrengt—niet alleen voor de influencer, maar ook voor de kijker, die moet begrijpen dat ambachtelijke producten niet oneindig beschikbaar zijn.” (“Stories like this show how social media can build a bridge between consumers and producers who might otherwise never connect. But they also show that influence comes with responsibility—not just for the influencer, but also for the viewer, who must understand that artisanal products are not infinitely available.”)
Mercie herself addressed the situation in a March 10 Instagram post, thanking her followers for their enthusiasm and urging them to support small producers responsibly. She shared a photo of the farm’s handwritten sign noting limited availability and encouraged followers to visit during official hours or contact ahead of time.
What Happens Next?
As of April 2024, Hoeve De Zwarte Kip has returned to its regular rhythm. The farm’s Facebook page indicates that cheese production continues according to seasonal milk flow, with updates posted weekly about availability. While the initial frenzy has subsided, the farm reports a lasting increase in recognition—many customers now ask specifically for “the cheese from Steffi Mercie’s post.”
There are no announced plans for expansion, franchising, or online sales. The Vermeulen family has emphasized their commitment to staying small-scale and rooted in their community. They do, however, welcome visitors who wish to learn about their methods, offering informal tours by appointment.
For readers interested in supporting similar artisans, the best approach is to seek out verified local producers through official channels:
- Check regional farmers’ market websites (e.g., Vlaamse Boerenmarkt for Flanders)
- Consult directories from agricultural organizations like Bioforum Vlaanderen for certified organic farms
- Visit farms directly during published open days or market hours
- Ask cheesemongers about the origin and production methods of the cheeses they sell
the story of Steffi Mercie’s cheese recommendation is more than a viral moment. It reflects a growing desire among consumers to connect with the people and places behind their food—a desire that, when matched with respect for artisanal limits, can strengthen local economies and preserve cultural heritage.
If you’ve visited Hoeve De Zwarte Kip or tried their cheese, we invite you to share your experience in the comments below. Have you discovered a small-batch producer worth celebrating? Let us know—and if you found this story informative, consider sharing it with others who appreciate the intersection of tradition, taste, and mindful consumption.