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Why Say YES 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 a different 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. “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.