Companies want to sell you things. And of course, to run a business that isn’t money laundering, what you get from your customers needs to be more than what you pay for goods and services yourself. But of course they don’t just want to make some profit, they want to make as much profit as they want to and that’s where brands come into play, where they tell you stories to justify a much higher price, where a certain label means the shirt costs 150 bucks while still being made in the same sweat shop by the same people who make the 15 bucks shirts. Another trick is evoking that something is rare and exotic and therefore expensive.
Yesterday we went to the wholesale supermarket and one thing I needed was allspice. I absolutely love allspice, I was running low on allspice and I wanted to make some Jamaican jerk anyway, so I went to the spice section where I was presented with two options: the normal supermarket size packet with 19g of allspice, which would probably have been enough to make a small batch of jerk, and the restaurant wholesale packet, by the same company, with 500g.
The price difference? 2.80 vs 7.50. That’s a difference of 15 vs 150 € per kilogram for the same fucking allspice.
I think we’ll have a lot of Jamaican jerk this summer…