Tassal Group Strategic Thoughts, page-331

You're missing my point. My initial point was around Premium v Commodity and another holder effectively said "commodity, who cares?". You can say the comments in the book are unfair, so what?

I'm not saying it's going to be easy to turn things but if they're a commodity and not a premium brand life's gonna be tough. And the Tassie Pristine Salmon Brand simply isn't what it was. Was it a mass production beef producer that took over Huon? Another blow.

A commodity producer without a Premium Brand (and therefore limited pricing power) simply isn't an attractive investment (not for me at least).