10 hospitality businesses awarded hospitality seal of approval 'Cosy'

Seal of approval announcement and presentation of new consumer magazine

10 hospitality businesses will be awarded the hospitality quality mark 'Cosy' on Wednesday 24 September 2025 in Grolloo. It is the first time that hospitality businesses that excel in hospitality receive this quality mark. At the same time, the presentation of the accompanying, new consumer magazine 'Gezellig' will also take place.

"In an increasingly fast-moving world, we believe true hospitality is more important than ever," hospitality experts Jeannine Sok and hospitality entrepreneur Sven Heijkoop reveal. In 2023, they took the initiative for 'Cosy': the very first independent hospitality hallmark for the hospitality industry. With this, they want to put hospitality workers in the ministry in the spotlight. "This hallmark will not only help exceed guests' expectations, but will also contribute to the professionalisation of the hospitality industry."

Mystery visits

The pilot for rolling out the hallmark took place over the past two years. Together with a think tank of hospitality professionals, a selection was made of hospitality businesses that were eligible for the hallmark. Specially trained students from Drenthe College in Emmen conducted the first mystery visits at these selected companies. This was followed by additional checks by experienced hospitality professionals. All mystery visits were conducted on the basis of a checklist. Attention was paid to hospitality, craftsmanship, presentation and product.

Preview at Gastvrij Rotterdam

The presentation of the first ten 'Cosy' seals of approval will take place on Wednesday 24 September, during the Week of the Hospitality Industry. A great moment to draw attention to hospitality and hospitality workers 'at the front'. As a foretaste, three names of new hallmark holders will be revealed on Monday 22 September. This will take place at the hospitality trade fair Gastvrij Rotterdam at 14:30 in the networking lounge, during the Culi Quiz Top 100.

Consumer magazine 'Cosy'

To make the hospitality hallmark more widely known to the public, a new consumer magazine called 'Cosy' has also been developed. This features the ten hallmark holders and pays tribute to hospitality. A number of inspirers from the hospitality industry are featured, such as Mandy Kwekkeboom-Overbeek (Gault&Millau Hostess of the Year 2025, restaurant Joann in Enschede), Thérèse Boer (De Librije, Zwolle), Gert Wiltvank (De Librije, Zwolle), Arjan Broekman (Het Wijnhuis, Zwolle) and Frans and Bart Hofsteenge (Hofsteenge, Grolloo).

At these hosts of Hofsteenge in Grolloo, the festive event will take place on 24 September. "The north is well represented in the magazine and among the first ten hallmark bearers. Moreover, this is a nice old-fashioned café-restaurant with a cosy regulars' table and billiards," Jeannine Sok says of the choice of this venue. As an Emmense with catering parents, she became acquainted with this family business at a young age.

Partners and independent seal of approval

In the coming period, Sok and Heijkoop aim to put the hospitality hallmark further on the map in the Netherlands. The hallmark is independent but supported by a wide range of partners and companies from the hospitality industry such as: the Week of the Horeca, Emixion, SVH, Gastvrij Rotterdam, Horecava, FNV, Bidfood Netherlands, Herman Wines, Brinks CoffeeRoasters, VHC ActiFood, Horeca Trade Fair Hardenberg and Wijnkooperij De Lange. "New partners are welcome and can apply."