Fresh Milk, page-21

Interesting you say that because when I first considered investing in this company, I was surprised how long it had been around. When you worked in perishables, what position did the milk occupy in the dairy case? I've never seen A2 milk in prime position in my local Woolies until a few weeks ago. Also, there's been a lot of recent positive publicity. I think it's taken time for the message to get through that it's not the inclusion of A2 but the absence of A1 that's important. I think A1 protein is becoming linked to gluten in the public consciousness. Consider the lengths people will go to in avoiding gluten and what they're prepared to pay. A2 does fit the zeitgeist imo.