This article made me very curious to learn more about the A1 vs. A2 milk issue. Right now, it looks like many sources are in agreement that evidence supporting the harmful effects of A1 milk is insufficient.  Even so, I agree that health issues like this one tend to create a lot of hype. The A2 Corporation not only sells a trademarked brand of milk, but it also sells the products used to test the cows.  I think that with all this consumer hype, the corporation really chose the right time to make their move in the market.  I agree that it will be interesting to see what the A2 corporation will do if research proves them wrong.  However, I am also interested in their reaction if this hype turns out to be short-lived--when consumers move on to the next diet trend that comes along and forget about this one.  

As a consumer, I consider the premium for A2 milk, along with the obviously limited extent of the related research ("this anecdotal evidence isn't supported by any clinical trials"), reason to maintain the status quo until I hear more compelling evidence.  Threats to consumers' health and well being have fueled many food industry trends, with varying ranges of legitimacy.  As households across the country feel the pressure to limit expenditures at this time, I doubt M2 will be a widespread success (referencing the niche market and hype you mentioned above).  I would be curious to hear more about the comprehensive business strategies of Freedom Co. and A2, to better understand the dynamics of the joint venture.

I think that a joint venture in this situation was a great idea. Even if scientific evidence surfaces that proves the health benefits of A1 milk, I have to believe there will still be a market for A2 milk. Frankly, consumers will believe what they want to believe, regardless of whether their beliefs are supported by science or not. For this reason, I think that the creation of a joint venture is a very business savvy approach to capturing the A2 market. It makes even more sense considering that this is such a small market. Fragmenting the A2 market between the two companies would be illogical and not nearly as profitable for either comapny.