Dutch consumers are increasingly concerned about sustainability and health, but also attach great importance to customer experience and convenience. Many buy standard food products cheap so they can spend more on products with added value. Mid-market players in the food supply chain are especially at risk. Rabobank Food Sector Specialist Martijn Rol shares tips on how companies can respond.
“Food companies don’t want to be stuck in the middle”- Martijn Rol, Rabobank