Customer is king

Last week, I was back in Kenya, where I talked extensively to growers and other chain parties. Almost all conversations were about the increasing costs for growers, particularly the airfreight rates that spiralled out of control and the shortage of airfreight capacity in Nairobi (1,600 tonnes per week). Every grower has experienced situations where they could not deliver their products to Europe by air.

This scarcity of airfreight capacity has introduced a lot of stress. Last week, most of the products successfully left Kenya, and we will probably manage in the coming weeks as well. The big question, however, is what will happen around Valentine’s Day and International Women’s Day: will the market and the end consumers be willing to pay a surcharge for shipping? (..)

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