The need to raise base prices....

[Jock Scot]

I don't know your products, so perhaps it is easier for me to say this.

It is a basic commercial necessity to make a profit and the only acceptable substitute to a profit is a bigger profit! If your production costs rise and you are not able to cut costs elsewhere within the system then you have absolutely no option than to raise prices. Unpalatable though that may be and of course as you are well aware, that may price yourself out of the market, but that is a judgement that only you with your experience can call. The "unthinkable" alternative is in the end inevitable and even more unpalatable.

In the hard and sometimes harsh business world that we live in, the sad but realistic fact is that in business there is no such person as "Father Christmas".