The flight attendant handed me a plastic bag labeled “Hand Crafted Sandwich – Vegetarian Selection”. I wasn’t very hungry, since it was the fifth meal I had been served in the last 24 hours. Out of boredom I tore into it. It was a cheese sandwich. My initial thought was “This is just sad. After all, it’s almost brunch time.” But I soldiered on and took a bite. It turns out this was a great cheese sandwich. The Dutch had pulled out all the stops.
KLM Cheese Sandwich
June 13, 2026
mike@thirdactpartners.com