On 1 January 2026, Bulgaria adopted the euro. As prices came under close public scrutiny during the changeover, we felt it was important to explain why we adjusted ours at the beginning of the year.
Why did we raise our prices at the beginning of 2026?
The phrase “unjustifiably high prices” has never been part of our vocabulary. That is not because we do not hear it. Quite the opposite: lately, we hear it all the time. We simply do not understand how it applies when you work with Nature.
You cannot negotiate with Nature. You cannot wave banknotes at her, set her deadlines, or “order” a particular quantity.
Try it yourself. If you can find a woodland meadow that has not yet been covered with solar panels, wave a few hundred-euro notes and say, “Give me 20 kilograms of carline thistle root!”
Nothing will happen. Nature does not sell. Working with her requires an entirely different approach.
Why did we keep our prices unchanged for two years?
For 24 months, we deliberately left every one of our prices unchanged, even as we watched the cost of everything around us rise, often from one week to the next. We did not do this out of stubbornness. We did it because we believe people in Bulgaria need stability.
And because we did not want our prices to become a constantly moving target.
During that time:
- The pay of the people who work with us—in production, logistics, accounting and sales—rose by around 30%, as the realities of life demanded.
- Transport, packaging, storage, offices, bottles, caps, boxes, leaflets, bags and bank fees all became more expensive.
- We absorbed those increases instead of immediately passing them on to our customers.
Everyone involved received their fair share. No one was squeezed. No corners were cut. No “savings” were made at someone else’s expense.
So why are we changing our prices now?
The truth is simple. When the cost of labour rises, the price of a product cannot stay the same forever. That does not mean someone is greedy. It means every product contains the work of many people. Everyone needs dinner. Everyone needs to feed their children. That applies to all of us, without exception.
The change we are making now is neither frequent nor impulsive, and it is not the largest increase we could have made. It is measured—and overdue in light of the costs we have been carrying for some time. We are making it so that we can continue working as we always have: without compromising on quality, reducing the amount in our products, or resorting to tricks.
On “unjustifiably high prices”
For us, price has never been the goal. It is the outcome of work, time, care and a refusal to deceive ourselves or the people who place their trust in us. We do not believe a price is “unjustifiably high” when real people and real work stand behind the product. We believe in stating the price clearly and respecting each person’s right to decide whether it is right for them.
Finally
We do not sell for the sake of selling. And we do not make products for the sake of making them. We work as we believe we should: calmly, without fanfare, and without underestimating the people we serve.
Thank you to those who understand this approach.
We respect those who make a different choice, too, even when our paths diverge.
If you have ever wondered why some of our products are occasionally out of stock, the reason is much the same.
