Veganveg Healthy Foods, a Canadian brand of organic vegetarian foods, was about to start launching its products in the Scandinavian market in Aug 2020, when a food safety incident hit the Scandinavian organic market. High residue levels of a pesticide were found in several samples of organic feed and also in meat samples from animals that had been fed with the feed. Media reports about this incident affected the organic meat market in Scandinavia immediately. Consumers reduced purchases significantly. Sales of organic produce and organic processed foods started to slow down too. The decision problem now facing the Veganveg Healthy Foods is