This section of the report was certainly a pleasant read! At least as an owner, I like the fact that we are now truly stepping on the gas and investing in expansion outside the Nordics, meaning the profitability of a single quarter, or even a year or two, doesn’t matter at all.
If the company has clear evidence that consumers outside the Nordics are also interested in “better-for-you snacking” or whatever you want to call it, and dried premium fruits as part of it, there is now an absolute fire under us to get as many consumers as possible to taste that first bite in the category from a bag that says Sunshine Delights.
This creates a positive association, making it easier for the consumer to impulsively buy the same bag in the future, even if a competing similar product has made its way to the shelf. Even in the history of confectionery and chocolate, the market’s so-called first movers in mass production, marketing, and global distribution have pretty much dominated, and new competitors have a significantly harder time.
Furthermore, according to studies, the majority (90% from memory) of treat purchases are made impulsively, so we need to push our way into good shelf spaces by investing in driving the growth of the entire category.
Of course, it could also happen that mangoes are a passing fad, in which case the growth will fizzle out and competition will make the situation even more miserable 
In that case, the company wouldn’t have much value left with its current products no matter how much you optimize profitability, so there’s no point in waiting around for that