Even with the good dividend the carnage on this thing on a daily basis. Is intense. Even when GMCR is correcting intra day - this thing goes lower.... Honestly this stock shouldnt be tradeable. It should either go private or be sold. Management should do this for shareholders.... No question this is a $10 stock but with so little volume and the way the shorts have absolute control on this thing - its ridiculous - write letters to management for more transparency and to put the company in play.....they owe it to themselves and the shareholders. Sell the company $10- $15.
Evidently the co-founders and managers of the company; the Gordon brothers agree with you that it would be masochistic to own this stock. They used to own 2.4M shares but in the last year they've sold (to you the retail buyer) 1.7M shares and only have 700K left.
I think they're hoping for one last spike to mid-8's to dump the rest.