He emphasizes the disadvantage that vegetables aren't cheap and that it is very difficult for the fruit and vegetable sector in this world of crisis. "How can you expect people to spend more on fruit and vegetables when their purchase power is going down? Households have a lot less to spend than they did a few years ago. We are in a crisis on various levels, so not just economically, but also politically. European consumers have little faith in the government and their behaviour towards the rest of the world. And this is not just in Spain, Portugal and Greece, but also in western Europe. Europe hasn't been this affected since the Second World War and is losing economic power. We have also become 'addicted' to the import of fossil fuels, such as gas and oil. We also spend more on critical products such as software, royalties and hardware. Another problem is that Europe, outside of state debt, has more and more foreign debt. We still have the mighty Germany at the moment, but even there it isn't going as well. We're not at the end of the crisis yet. There are new soap bubbles popping up all over Europe. We clearly haven't learned anything from the last crisis."
Asian golden age almost over
According to Jonathan it seems that the demand for European products isn't growing. "Europe is looking for new markets, and many are focusing on Asia. But Asia is in trouble too, like Europe. Unemployment is threatening the economic growth in Asia. The idea that profit margins in China are rising hugely isn't true, they tend to be very low. So let's not expect too much from China."
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