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Posted by Niek Ploegman @NPloegman at 0:00 - 0 Comments

When I owned a restaurant 15 years ago, my notion of creating value was quit straightforward: buy fresh produce at the farmer's market, combine my grandmother's recipes with the Jamie Olivers and Tom Kerridges of this world to create great food, instill my staff with pride, and work hard. When asked what the key to our success was, we had this simple answer: "Putting a bit of love into everything we do."

In those years we treated value as a "utility" embedded into our food and services, and measurable by the price our customers were willing to pay. We turned the fresh produce we bought at the local farmer's market into beautiful homemade cooking, and served it with loving care. We were in charge of the "value chain". All our customers had to do was sit and enjoy. Of course, already at that time the big companies wanted to network with us, meaning a nice price cut in their ready-to-cook produce in return for a stake in the company, something we've always refused.

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