FOOD FOR THOUGHT

4nr. winter 2012

Cookie project, Berrico experiments and encourages pupils to practice on new recipe’s. Beware Fakes, the unbridled

growth of real and fake certifications creates chaos. ‘Fachwerk’ by Allos, a versatile, healthy and fun company to work for

in the spotlights. Delivering happiness; entrepreneur Tony Hsieh wrote a fascinating book with a message we full heartily

support. A feast for the eyes, our senses are tuned in to each other and our patterns of expectation determine our experi-

ences. BioFach 2012 Food taxes, a new trend. 2011: sales statement Berrico.

Read on…

As a berry specialist, Berrico aims to strike an overwhelmingly fruity appearance – that is to be expected. Yet in practice this is more difficult to achieve than one would expect. In addition, we do not want to be over the top – a well photographed blueberry covered in dew makes an almost erotic impression, but it is absolutely not daily practice in the world of berries. A packet of frozen cranberries makes a completely different impression and, although pressed physalis juice tastes delicious, it lacks the allure and sparkle of champagne.

In other words, we strive to make a fresh, fruity impression without being over the top, whilst remaining true to the natural integrity of our products. We attend many trade fairs together with our Canadian partner, Fruit d’Or, so our presentation is key, but so is our mobility. The stand must be easily transported and constructed.It has taken some time, but we now have a new, modular trade fair stand. This modular construction enables us to adapt to whatever space is available to us. What is paramount, however, is that we are able to offer you the best welcome and to be recognisable from afar. You can recognise us at all the important fairs by our bright red tubing and upbeat images of berries and landscapes – all brightly lit by spotlights which boost the sunny character of our presentation even further! Response?

Presentation at trade fairs.

2

Cookie project.It won’t surprise anyone that we love our product – we eat, dream and work dried and other berries. And, as diplomats of berryland we are always on the hunt for new applications. We are less inventive than some of our buyers in terms of uses.

Partly this is because our outfit is too small to run a real lab. So, we largely rely on the innovation of our buyers, who experiment to their heart’s content with new uses, combinations and recipes. Our buyers are creative – we never stop being surprised at the endless possibilities using cranberries, dried Goji berries, dried Physalis and other fruit.

However, we have recently access to our own ‘lab’ – and quite a substantial one too, as it is staffed by a creative, motivated team of researchers. They may not be pricey, but their contribution is priceless – for, it is a school of special children in our home town of Lelystad, the Netherlands. Here, under careful guidance of the teachers, the children have wholeheartedly gone to work with our berries and other ingredients.There is a strong chance that, should you visit our stand at a trade fair in Nuremberg, Paris, Frankfurt or London, you will be treated to a cookie made to a recipe tested or invented in our own ‘backyard’ by pupils challenged by a minor disability but who are glad to be involved with practical projects. Such as baking craft cookies. Ours. Our ‘lab’ cannot compete with our buyers’ R&D centres, but the contribution of our ‘researchers’ is heart-warming and truly boosts their enjoyment and confidence, as well as their future chances at gainful employment. Response?

3

Beware fakes…And the result? There are ‘certifications’ that are unfounded, made up, designed to impress, but without paying the true price for them.Unfair? Absolutely.But unfortunately there is not much one can do against this. Anyone who invents a false certification may brandish this ‘certification’ with impunity. This conceit is far from inno-cent – it is reminiscent of the use of a false degree certificate or unjust use of an official title. They are flaunting pseudo-acquisitions and in so doing are causing damage to the real guarantees. So, it is high time that these rife practices are brought to a stop and that the true cer-tifications such as IFS, BRC, EKO and Fair Trade are afforded protection against unfair competition from false certifications. Aside from the ‘real falsifications’, there are also marks that may stem from good inten-tions, but nonetheless add to the confusion. If we, the professionals, sometimes find ourselves lost in the tangle of certifications, then ordinary consumers must be completely at sea. It is quite clear that this develop-ment is bad news for the credibility of the certifications on the one hand, and for those who set stall by them. Response?

The German concept of ‘Fachwerk’ represents both the traditional German style of post and beam construction, and quality craftsmanship. ‘Allos, Hof-Manufaktur seit 1974’ embodies both: craftsmanship in a timber-framed farmhouse in the countryside of Lower Saxony.

In these evocative surroundings equally evocative products are created: mueslis, snacks, biscuits, spreads, honey.... all strictly organic and using only the best natural ingredients. That is why we are pleased to be counted among its network of suppliers. Allos is consistent, unambiguous, honest and original in all that it does. There is a strong sense of contribution and connection among the team – sharing home-made vegetarian lunches, making joint decisions, working together to create new products and techniques, and keeping a collective check on

quality.It all started in 1974 when Walter Lang began to bottle honey and fruit bars.

Today the company produces many tens of products, employing a team of tens of workers. Compared with the food multinationals, the scale of production in the German Drebber is rather small, but for true enthusiasts Allos has long since past the point of being a ‘secret tip’. It has grown into a trusted staple in the diets of people who strive to consume ethical but tasty food and drink.Allos products are on sale in a host of outlets throughout Europe, but are also available from its online shop. No unnecessary extravagance in an expansive country with so much countryside. Allos is living proof that healthy and tasty can go together well. The website www.allos.de is also available in English. Response?

Success is often coveted and imitated. Recently there has been a growing interest and appreciation for ecologically sound products and for corporate social responsibility.

‘Fachwerk’ by Allos

The American Tony Hsieh is CEO of Zappos.Com an American online shop that specialises in footwear and apparel.

Tony is still in his thirties, but he has already penned his life story – a fascinating story of ups and downs. In that sense his life is not that dissimilar to the lives of many others. Yet there is a distinctive difference between them and this entrepreneur. Tony is someone with a mission, or rather: two missions. First of all he dreams of making his fortune. And – he succeeds. When he sells his first company and becomes a multi millionaire, he sets out to find new intellectual challenges. After many twists and turns he lands in the footwear business, or rather: in the customer business, because along the way it becomes increasingly clear that this entrepreneur puts the custo-mer first. Whatever it takes! Tony Hsieh wants to offer his buyers (and his employees) an experience that exceeds all expectations and almost nothing will stand in the way of this goal.This perfectionist accepts no compromises – the customer is sacred and must be offered faultless service.This goal costs him dearly a number of times – he stands on the edge of a precipice, but his unfalte-ring belief in his mission – to the point of the fanatical – keeps him upright.A humorous, honest and above all inspiring book full of advice that is certainly worth following or at least considering.Tony made his fortune by the age of 24, then at times balanced on the edge of poverty, but remained true to his intentions until, eventually, he discovered what it is all about – he who continually satisfies his buyers and employees, finds happiness himself. Not always financially, although that is often a secondary outcome. Delivering Happiness is published by Business Plus. The hardback has sold out at present but it is still available in paperback. We heartily recommend this book!

Response?

4

happiness!Delivering…

A feast for the eyesIt is known that patterns of expectation have an influence on human behaviour and experience – this is the product of the way our senses are tuned in to one another. If our eyes see a rough surface, then our finger tips are alert to it. If something smells sour, then our taste buds are ready for it.

Not only do our senses work together, but they influence one another too. Research findings suggest strongly that expectations do not only make us alert, but they actually manipulate our experience.For example, if a person looks at an image of overripe fruit, ice cream, sugared melon and then eats some-thing, this person will experience the food as sweeter than it actually is. A sweet sight creates a sweet taste. Our senses enchant us, trick us – just like the accompanying image is a trick.All three men are the same height…In the same way, our patterns of expec-tation determine our experiences. Pac-kaging experts and other professionals experienced in the art of presentation tap into this – some better than others.

Seduction is an art that is used to sell products – this is known as marketing. Nature itself employs the same tactic – flowers and fruits are intentionally attractive, and not just in our eyes – the survival of innumerable species depends on it. Blueberries covered in dew, with their velvety skin; a cherry covered in a small droplet..., just the anticipation makes them appear irresistible and lipsmackingly delicious. We begin to salivate before we have even taken a bite – such is the power of appea-rance

Response?

5

6

From Wednesday 15th to Saturday 18th February the Nürnberger Messegelände will become the epicentre of the global organics scene.

Producers, dealers and processors will come together at the world’s largest marketplace for organics. Around 2500 stand holders will exchange ideas with many tens of thousands of visitors with a professional interest.For us these days will be an energising experience – within a short period of time we will speak to hundreds of buyers, po-tential buyers, planners and suppliers, negotiators and fans. This is the first time that we will show our new presentation, but it is also a reunion of likeminded people who are comple-tely familiar with one another. For this reason alone we are looking forward to the fair – the encounters, the inspiration which we share time and time again; the new ideas and insights that we exchange... BioFach is a platform that offers new insights and opportunities, pos-sibilities, contacts. If you too are planning to attend BioFach – you will find us in the collective Canadian area in Hall 4. Our stand number is Hall 4, 510 H.

We look forward to seeing you!Response?

7

Food tax

Various national governments are taking a keen interest in the eating patterns of their citizens. Good food must be affordable, so in many countries the VAT on foods is lower than on other products, or even waived altogether.

In striving for wholesome, healthy foods, some governments also operate a bonus – malus scheme – whereby those who eat well are rewarded –

with good health amongst other things; but those who eat badly are punished – in the form of obesity or ill health, but sometimes also in the form of extra taxes, imposed by that same government. Denmark already hit the headlines with its ‘fat tax’ that led to stockpiling of several food

products with a high fat content, such as butter.Hungary has imposed a tax that appears to discourage the consumption of ready meals and

fast food – products with high levels of sugar, salt and carbohydrates are taxed more heavily.The most recent example of this trend was in France – a nation traditionally thought to be immune to the charms of fast food (which turned out to be a myth), now imposing a tax on carbonated drinks.The reason stated by all the named governments is that the tax is necessary in order to tackle the obesity crisis.These days we – and our buyers – have to take into account import taxes on sweetened dried cranberries. Having been scrapped by ‘Brussels’ some 18 months ago, these taxes have been partially reintroduced as of 1st January 2012. The previous clarity – no import taxes – has now been replaced by a rule that may/will lead to chaotic situa-tions. For example, so-called ‘monopack’ cranberries are now subject to 17.6% tax, while the same cranber-ries in a mixed product escape the levy. But what is the definition of a ‘mix’? How do we determine what each of our buyers intends to do with the cranberries supplied by us? If they simply put them in a punnet or bag, without adding anything, then they will have to pay the tax – this much is clear. We import cranberries and sell them to processors, without making them accountable for their processing methods, that is... until now. From now on, Berrico will be forced to rely on cooperation from its buyers in order to determine the correct import taxes. Customs and Excise is a powerful body with far-reaching authority; therefore we have the utmost appreciation for your cooperation. The impossibility of this measure has already become clear to the fiscal and border aut-horities, and will hopefully soon be replaced by a new measure that is better to operate. Should this be the case, then we will gladly keep you informed.

Response?

€ €€

€

€

Berrico FoodCompany bvP.O. Box 22968203 AG LelystadThe NetherlandsTel: +31 (0)320 266055Fax: +31 (0)320 266050E-mail: info@berricofood.com

Please send us your feedback… We welcome comments and suggestions. We produce this newsletter to inform and inspire you and we are grateful for your input.Do you have some news that may be of interest to our other contacts? Tell us about it and perhaps we can include it on our website or in this newsletter. Do you have criticism? Let us know and we will endeavour to take it into account.Do you have a piece of news that may be suitable to include in this newsletter?Let us know! We welcome feedback!!

2011.Just as most of our partners and buyers, Berrico FoodCom-pany has pretty much completed its accounts for 2011.

The result? The current trends, such as the growing interest in natural foods, are having a positive influence on our sales.In 2011 Berrico FoodCompany achieved a growth in tonnage of tens of percent. Our turnover has also grown, partially because the price of berries has recovered from its drop in previous years.All in all we achieved a return that grew more strongly than the market – to our great satisfaction. Of course we are happy to see our partnerships growing in number, but more impor-tantly, our largest progress is thanks to our buyers purchasing larger volumes than ever before. We can more or less safely assume that our customers have done well in 2011, and this makes us both happy and proud.

We hope, for you and for ourselves, that this growth will conti-nue in 2012, with acceptable margins. The outlook for this year may be pessimistic, but if consumers continue to choose more sustainable and healthy foods, then the growth will continue for you and for us. There simply is no better example of a win-win situation.

Response?