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Why Say YES To NO had to happen

Johan Bruinsma was a snack and beverage industry diehard. A salesman with a talent for persuading us to pile our shopping trolleys high with traditional chips. But then a combination of circumstances led him to wonder whether there couldn’t —and shouldn’t — be another way to go.

“Listen, I’m the last person to want to change the world.” says Johan, Commercial Director at Van Der Meulen, the makers of Say Yes To No. “I’m just a very down-to-earth guy, happy to be working for a very down-to-earth family business. But I have always believed that if you can make a product better, you should. And after a while I just came to see that, in the case of chips, that meant doing things differently.”

Read more about the birth of the bread chip.