That is why they use a distributor of specialty foods. They know how and where to get the penetration with specialty retailers and regional players, and then gradually move into larger players when resources allow. It is never an either or situation, if people know what they are doing. People who read an article and then apply a broad brush overlook what people with experience know are the real possibilities.
It may also be important for LUSI to maintain and support an upscale image through the level of the retailers where their products are available. This will enable higher margins to produce the cash to broaden out the distribution at the next stage.
This type of move will rocket sales from their very low level and produce cash to promote greater distribution efforts. Rollouts like this do not occur over night. This management is doing what good product marketers do at this stage.
Your criticism seems to be a manifestation of your dissatisfaction with your own poor past investment decisions. Give it a rest and allow the rollout to progress before slamming every move as a knee-jerk reaction.
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