FINALLY they say something. I like this program, selling direct to consumer on a food safety positioning for a premium product. I doubt they will save much of the retailer margin considering the fulfillment cost, but they will at least expand the scale of their sales and save on the working capital. All positives. It's a model that could be rolled out to many other cities.
This probably won't push the share price up much because the people manipulating the share don't care about the fundamentals, but those of us who are long term investors should be very happy indeed.