It was a serious dilemma because in doing that we would have become a player on the market that fights on price. When that happens, that is a race to the bottom, and there is no turning back.
We made a tough decision to hold on to our values, not to sacrifice quality and with that our farmers, and our team.
It was extremely turbulent, we all had our doubts and had to work harder than we thought.
But had we not done that we might not be here today with a strong position on the market, being proud of what we stand for.
Our core values – passion, conscientiousness, expertise – served as a compass in the last two decades, and they are woven into our plans for the future.
It also gives us an edge and positioning on the market, which helped us not just survive but thrive as a business over the years.