Ah, PMSweet, the macaron champion! Started in a garage, now a monster of automation cranking out 1 million macarons a day. But can we really talk about craftsmanship with 350 employees and robots galore?
In Belgium, being an artisan is a real obstacle course: 20 employees max, hands in the dough, and a recognition logo.
Yet “artisanal” roams free like an influencer at a party, with no clear definition.
The result? An overworked pastry chef facing a macaron factory that can claim to be artisanal without title or merit.
Beautiful irony, isn’t it?
Ah, B Corp - the business world’s superhero, only with a cardboard suit.
This glittering badge could be a ticket to a better world, but mostly works as a blinding shop window, masking shady practices and a real lack of transformation.
Companies tick the shiny boxes, while the dark corners stay untouched.
Great for their marketing animations!
Meanwhile, a few decent SMEs try to act responsibly, but most corporate giants keep dancing their usual ballet without changing the tune.
In short, B Corp is flashy smoke and mirrors - with no real change in sight!
