Chart Update, page-8576

It is not in the interests of shareholders for the company or board to react to and thereby give air to every media report, especially one as overblown as this.

Perhaps it would be different if there were major inaccuracies in reporting about the company itself or its own activities. But all that exists is what I would argue a biased interpretation of the facts.

While the article certainly is scaremongering at its finest, it definitely is not a 'complete lie' - such a product does exist. That doesn't mean to say it is a remotely viable competitor.

Anyone who has done any research on the China market will understand the significant barriers it faces, such as overcoming deeply entrenched distrust of locally sourced IF, overcoming a shortage of A2 herds, ensuring A2 purity etc. let alone even getting noticed alongside a now established and reputable brand in A2M.

If investors haven't done their own research and aren't aware of this, they shouldn't be investing in the company. I do not want a reactive company and BOD who feel they need to pander to the concerns of uninformed investors every time something like this rattles them. You don't create shareholder value by watching the SP and issuing press releases every time it goes down on unfair reporting.

For what its worth, JH and GB before her are already on the record saying that they welcome competition as it further legitimises the A2 proposition. It is so odd that people imagine A2 milk could begin to challenge conventional A1 milk without the major competitors beginning to adopt the A2 proposition itself. It is quite short sighted to see that as a setback.

A2M can still lay claim to being the only A1-free company (whereas all other rivals are internally conflicted in offering both A1A2 and A1-free products), having a massive first-mover advantage, patent holdings, large and expanding A2 herds, operating out of the country which now has the best terms of trade in dairy with China in the world.