Kim Birkner

What has made more people aware of this?

Well, Europe has traditionally been behind America probably 10 to 15 years.

And what we see now is the emergence of pandemics.

We have seen wars in Ukraine has become nearby.

People are getting anxious.

We are seeing flooding, power cuts in Spain.

We see wildfires in Greece.

A lot has suddenly happened that we haven't been used to.

That's very true, yeah.

Some of our partners are selling water filters.

So you basically buy a water filter.

You can take water from a stream and just add it.

Yes, absolutely.

We already see repeat purchases, but we also see a fast increase in businesses, private consumption and NGOs.

And we also see we have delivered to both UN, private arranged NGOs that are supplying food into Ukraine.

So put simply, people are buying this more frequently than every 25 years?

Yeah, absolutely.

I think that people have seen that the government cannot always support citizens and organizations in a time of crisis.

And people are now becoming aware that having a food insurance is not very dissimilar to have a car insurance or a house insurance.

It just makes common sense.