Mr. Richie Boucher:

A very big mistake. You must always price your product based on the cost of your raw material, not of what you presume you might buy it. I don't think a farmer would sell milk on the basis of what he thinks it might cost. You know we made a basic mis-assumption of not aligning the pricing of our product to the cost of the raw material. We presumed we could get the raw material and we guaranteed the customer that we always thought we could get the raw material at different price ... it transpired we couldn't.