The courage to choose

The VAT on food products has been increased from 6 to 9%. The result is that, more or less everywhere, products in supermarkets have become 3% more expensive. But more costs are rising. Think about the personnel costs when you adjust the wages with at least the rate of inflation. You are an entrepreneur, so you have to make choices: will you calculate all these increasing costs in the final price?

Despite everything, your goal is to retain, or preferably increase, your rate of return. Of course, you can look for cheaper resources (sadly of less quality), or choose to use other suppliers. Or maybe you decide to put your investment in more sustainable production methods or green energy on hold.

The tension that is caused by focusing on setting the price is typical of these times. It puts sustainable entrepreneurship under pressure. And I hear people say, "We deeply care about aspects such as quality, reliability, and sustainable entrepreneurship!". But then, during the procurement process, they still generally choose to go for the lowest offer. As an entrepreneur, you constantly have to make choices. However, these choices are too often driven by fear. 'What if I increase my price and consumers choose the cheaper competitor?'

For me personally, entrepreneurship means more than offering the lowest price. It means not being guided by fear but having the courage to choose - for the value of sustainable relationships, delivering quality, for reliable resources and suppliers. Being an entrepreneur means having faith, also in a sustainable future. And yes, this comes at a price.

Pieter Vos
Director Nutrilab