not sure he should be saying this in public even though this was obvious this was the policy to some of us a few years back.
from that NBR article:
However, there was no mistake about A2’s policy on providing stock for Australian supermarkets, Hearn said.Responding to a question on why shelves across the Ditch were constantly under-supplied with A2 product, Hearn said creating a perception of scarcity was part of the brand’s attraction.“It’s a policy not a mistake,” he said. “An element of scarcity produces excitement … It’s part of our commercial strategy.”
Media Updates, page-6384
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