BAL's story with Walmart China, page-9

Well you may be correct in terms of academic marketing and competition theory 101. I was just pointing out the practical reasons why a farmer who supplies organic milk is aiming at a different market from one who who has an A2 herd, and this is not a question of economic theory.

Economic theory may say that consumers really haven't a clue why they choose one product over another, but in this case the farmer knows that the two companies have completely different requirements because their products address different health-related issues. They are not offering competing solutions to the same health issue, and therefore their products are aimed at different consumers, even though some people are confused about this, as I noted in my initial post.