The document is a case study about Theo Chocolate, which was the first company to apply fair trade and organic practices in the cocoa market. However, in its early years Theo faced significant losses. The case study analyzes the reasons for these losses and provides recommendations. Such reasons include high operating expenses and prices that were too high compared to competitors. Recommendations include targeting the mainstream market with a new brand name, expanding distribution, focusing on business-to-business sales, and improving packaging and retailer relationships to increase profits.