Question of when supply overwhelms demand with A2 milk - not if, but when - as long as as super or premium profits are there to be made.
There is no real barriers to entry - milk is milk from cows and it is a question of when farmers & the other dairy companies are able to switch production over to A2.
A2 had an exceptional and still has an excellent first mover advantage however still - so the new CEO needs to come up with a strategic plan to entrench & maintain that advantage.
Or is it already too late?