Ann: FY2018 Trading Update and FY2019 Outlook, page-101

Marketing campaign and the massive marketing spend has to be done in China USA UK and all new markets to lock away first movers advantage and to lock away the A2 milk pools and keep ahead of the a2 wannabe imposters
To make A2M the first company that comes to mind when purchasing A2 milk or a2 products
USA UK China Korea etc...
The more resistance we get from the major dairy companies with the a2 science the better, it buys A2m more time to conquer the dairy industry
Imagine when the General public realises the benefits of a2 protein
China is buying this product as they see it as a premium product without realising the true benefits of A2m wait till they realise it’s actually better for them
It gives A2m more time to be the only household name associated with A2 protein milk or a2 products free of a1 protein
Before you know it A2m will have 10% of the new milk markets like in the land of Oz
It’s only a matter of time

Cheers TD