Column Saskia Stender: Freedom of choice

I wrote this column on 5 May, the Day of Freedom. The right to freedom, freedom of expression and freedom of choice. I want to talk about the latter. Take deep-frying fat, which has become scarce. The shelves are empty, except for a house brand. There are still two bottles left. You take them home, overjoyed that you've still got some deep-frying fat. Before, you wouldn't have bothered to buy another brand, as the Dutch are quite brand loyal. Now that the choice is limited, you take it.

This occurs on a much larger scale in the industry. As a food producer, you have stood for quality for years, with the best raw materials and the best recipes. Now some raw materials are no longer available. That means changing gear: with the purchasing and the recipes. And you have to inform the customer, because you will be able to taste the difference. Here, too, force majeure applies. What was previously non-negotiable is now a given. There is little to choose from.

Machine builders are also having a hard time: they guarantee quick deliveries, competitive prices and an endless supply of parts. This is no longer a given. More and more often, I hear that machines cannot be finished because certain (small) parts are hardly available. Not to mention the enormous increase in the cost of steel and transport. Now that diesel from Russia may be banned completely, transport is becoming so expensive that it is unaffordable. Time and again, you have to talk to the customer to discuss the next price increase. Here, too, the customer has little or no choice; every entrepreneur faces the same problems.

Freedom of choice?

Saskia Stender