What is more valuable than gold in the Netherlands?

One can per customer per day

One can per customer per day

Holland is suffering under the weight of its own reputation as a paradise for lactose aficionados. Baby formula shortages have been causing screaming frenzies and fights in stores for several years now. While it is true that some people have been buying formula to “export” to China, it is totally confounding as to why producers have not been able to keep up with the demand. At supermarkets nationwide, Nutrilon-brand formulae are kept in tight security, next to the packs of cigarettes at customer service (!!). Nutrilon is now a rationed product – Asians pick them up under intense scrutiny.

Stores here have taken to discriminating against people of Oriental origin, deliberately targeting them as raiders of the lost ark. There have been discrimination suits leveled at retailers and yet the war goes on. At Kruidvat, you have employees refusing to sell milk to Chinese people, while across the street at De Bijenkorf, you have sharply suited employees hired for their Mandarin-speaking abilities. In short, they shun Chinese custom at the cheap and cheerful drugstore, while they pad the red carpet for Beijing busloads vis-a-vis haute couture.

On its way to sacred status in NL

On its way to sacred status in NL

Yesterday night, there was another burglary at Petit-Homme’s crèche, targeting the formula stock. The baddies made off with a heap of baby formula and other knick knacks like iPads and cash. It is almost as though we were living in a communist regime where the shortage of basic necessities leads to anarchy.

This is quite the problem for Dutch retailers yet it is a huge opportunity for producers and everyone else on the distribution chain to capitalize on torrential demand. It is hard to understand why people in this day and age are still fighting tooth and nail over milk.

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