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How International is Flavored Peanut Butter?Chiel Spruitenburg

About This Week’s Guest

Chiel Spruitenburg

Marketing Manager at De Pindakaaswinkel.

Together with his two friends, Michiel and Bas they started the idea of flavored peanut butter in Michiel’s house.

Currently, they have four shops in the Netherlands and are considering expanding to Scandinavia.

“One of our bestsellers is Peanut butter with chili & lemongrass flavor”

His tips to become more culturally competent is:

  • Don’t go on your assumptions. Instead, talk to people and find out for yourself.
  • Stay close to your clients and the people you sell to. Keep in touch and know what is going on.

Interview Links
Links that are mentioned in this episode:

If you want to listen to other episodes (podcasts) covering different aspects in fitness and sports, listen to any of these:

103: Ferry den Hoed on Textile and Culture


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Chris Smit PodcastCulture Matters Podcast (on international business)Build your Cultural Competence, listen to interesting stories, learn about the cultural pitfalls and how to avoid them, get the Global perspective here at the Culture Matters podcast on International Business.

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Chris Smit

I'm passionate about Cultural Difference. I have been helping organizations save time and money when they work Internationally for the last 19 years. I have had the fortunate opportunity to hold lectures, workshops, and consulting projects on this subject World Wide. It has made me understand my own culture much better, and appreciate the differences around the world.
I have a Master's Degree in Organisational Psychology and have lived in the USA, the Netherlands and, currently, in Belgium.
Thank you!

Chris Smit
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