PromZ Vak 4 · 2026 · English edition

note

8Continuation: The best is yet to come8

ter than anyone how to make a produc t big ger, more functional and sometimes simply more fun. European suppliers, meanwhile, often excel in specialization, refinement and sustainable material choices.

I therefore believe that several specialist European suppliers could have an excellent chance of succeeding in the American market. The prevailing attitude seems to be: why not? Let us give it a try. You do, however, need someone in the local market to represent you or your product.

Pride as a commercial force

Ultimately, the biggest difference is not found in the stands or the products, but in the mentality.

Americans are incredibly proud of their market and our industry. They regard the sector as exciting, important and, above all, fantastic. They speak enthusiastically about their companies, their products and the opportunities ahead of them. The glass is almost always half full.

Samantha Kates of Spector & Co. summed up the importance of merchandise perfectly. Referring to the FIFA World Cup, which had recently taken place in North America, she said: “What do you think all those stadiums would have looked like without merchandise? It is almost impossible to imagine.”

In doing so, she highlighted something that we in Europe may forget too often. Our products are not simply items with a logo printed on them. They add colour to events, make supporters feel part of a community, connect employees to an organization and ensure that brands become literally visible.

Without shirts, caps, flags, drinking cups, scarves and other merchandise, a major sporting event would be an entirely different experience. The American market is much more willing to claim and promote that importance.

Read more?

Tasty present declared bankrupt

Just one year ago, we reported on the creative way in which Tasty Present was responding to the sharp rise in chocolate prices. The Sittard-based company, known for its patented Chocotelegram, has now been declared bankrupt.

Tasty Present was founded 35 years ago by Harry Timmers. Using individual chocolate letters, customers could create and send a personalized greeting or message. The concept grew into an international success. The Benelux region and Germany were served from Sittard, while licensees supplied products to customers in more than fifty countries. The Chocotelegram was also a popular corporate gift within the promotional products industry.

According to both the insolvency administrator and the founder, the company was hit particularly hard by the sharp rise in cocoa prices. The price of chocolate is said to have tripled within a short period. At the same time, staffing, energy and transport costs also increased. This occurred during a period in which Tasty Present was making substantial investments in its IT systems.

Remarkably, Timmers says that the number of customers was still growing. Nevertheless, it was no longer possible to operate the business profitably. Last year, the company attempted to offset the higher raw-material costs by introducing, among other things, a lighter, medium-sized chocolate letter: the same luxurious appearance, but at a more affordable price.

Founder Harry Timmers ultimately filed for bankruptcy himself. Over the coming weeks, the possibility of relaunching Tasty Present and its wellknown Chocotelegram will be investigated.