Expensive is paying a lot for little. It's paying more than something is worth and walking away from the purchase feeling that we were shortchanged. Costing a lot of money is a different story: it's the price of something with value, made with care, by people who know what they're doing. Something can cost a lot and not be expensive. And something cheap can be extremely expensive, except the bill arrives later and to someone who didn't choose it.
Because every price has a path behind it. Every euro missing at the end has to be taken from somewhere: from the raw materials, the service, the time, the people. A company can have three things: price, quality and speed. It can have one, it can have two, but never all three. For there to be quality and speed, the price can't be low, and there certainly can't be discounts. Anyone promising all three is just hiding who pays the difference.
When the price is low, there is ALWAYS someone losing out.
In our last text we talked about hands. This is where they come back. Each of our products goes through many: those who sow, those who water, those who harvest at just the right moment, those who pack, those who deliver, those who answer the phone. We can't charge little and, at the same time, guarantee quality in everything, look after the service and protect and value each one of those hands. Some would have to lose out. And we refused to choose which.
There's one more thing the price on the label doesn't show. Sometimes we are more expensive in nominal terms, but our pack holds more. Other times, once you do the maths, the price per gram is proportionally the same. Anyone who compares only the number printed on the label is comparing different things: the right question isn't how much the pack costs, it's how much what's inside costs. And there's a benefit that rarely makes it into the calculation: when each pack holds more, you use fewer packs. Fewer to order, to open, to store and to throw away.
And there's another reason our price is what it is, perhaps the most important: it includes the risk. If something goes wrong, or the quality falls short, we are the ones who fix it, and we fix it fast. Our motto is not decoration: 100% SATISFACTION OR YOUR MONEY BACK. Anyone who buys from us isn't left alone with the problem or the loss. This is only possible because the price supports it. A real guarantee is one of the things a low price can't pay for.
We have never won customers with excessive price cuts, cheap tricks or promises of irresistible deals. And we never give discounts. It's not pride or stubbornness, it's consistency. A fair price has no discount, because there's nowhere to take it from. If today we lowered the price for whoever asked, tomorrow we'd have to cut somewhere else, and the cut doesn't choose: it always falls on the weakest link.
We know that, by deciding this way, we take risks. We lose some customers along the way and we accept that. But we gained lasting relationships, respect and consistency. It's this fair price that has kept us healthy for 11 years and allows us to do everything we do, the way we do it.
We understand the budget doesn't always stretch, and we will never think less of anyone who tells us no. What we won't do is pretend the value is something else so the bill closes faster.
Our focus has always been, and always will be, the quality of the product and the speed of a service that knows what it's doing.
Does it cost a lot of money? It does. But it isn't expensive, it's fair.