Heritage protection
Cultural and historical heritage is vulnerable. When a name or story is separated from its original context, there is a risk that meaning will be simplified, distorted, or used for purposes inconsistent with the values and intentions of the person to whom the heritage is connected.
The name Sal Meijer represents more than just a sandwich shop, but a life's work, a family history, and a special place in the social and cultural life of the Netherlands. That's precisely why this heritage demands careful handling and protection.
The role of the foundation
The Sal Meijer Heritage Foundation was established to actively promote this protection.
The foundation safeguards the historical context of Sal Meijer (1906–1994) and is committed to documenting and presenting his legacy with integrity and respect.
This means, among other things:
• recording historical facts and sources;
• the preservation and disclosure of archives and
images;
• preventing the name, image or history of Sal Meijer from being used in a manner that detracts from his legacy or causes confusion about origin, continuity or family ties.
Distance from commercial exploitation
The foundation considers it important to be clear about its position.
The current commercial enterprise operating under the name Sal Meijer has no connection to the Meijer family and is independent of the foundation.
The Meijer family distances itself from the commercial use of the name, images, and quotations of Sal Meijer when this use is not situated within a historical context or is presented in a way that no longer aligns with the values and quality he himself stood for.
This distancing is not a judgment of individuals, but a principled position on how heritage should be treated.
Heritage is not a marketing stunt
The foundation has a clear starting point: heritage is not a brand and not a marketing instrument .
Sal Meijer's story cannot be reduced to a commercial formula without the risk of losing meaning and authenticity.
Heritage protection requires nuance, respect and historical awareness, not scalability.
Our commitment
The Sal Meijer Heritage Foundation continues to work for:
• a careful and honest representation of history;
• protecting the memory of Sal Meijer from inappropriate or misleading use;
• making this heritage accessible to the public, independent of commercial interests.
With this commitment, the foundation wants to contribute to the preservation of cultural memory and the respectful passing on of a story that is bigger than just a name.
Heritage and exploitation
The preservation and interpretation of cultural heritage must be distinguished from commercial exploitation. The Sal Meijer Heritage Foundation focuses exclusively on documenting, protecting, and contextualizing the historical and cultural legacy of Sal Meijer as a person and as a social phenomenon within postwar Jewish life in Amsterdam. These activities are conducted from a historical, educational, and ideological perspective.
The foundation is not involved in catering activities, commercial formulas, franchising, or brand exploitation, and is in no way involved with or affiliated with any current or future companies using the "Sal Meijer" name. Any commercial uses of that name fall outside the scope, responsibility, and objectives of the foundation and should be considered separately from the heritage described here.
By making this distinction explicit, the foundation aims to contribute to a careful handling of historical heritage, in which meaning and context are not confused with commercial interests or contemporary forms of exploitation.