Flamboyant crisps king Raymond Coyle has admitted that dipping his toe in the Libyan market has not paid off.
The head of Irish company Largo Foods - whose Tayto products are unrelated to the crisps manufactured by Tayto in Tandragee, Co Armagh - is no stranger to the headlines but it's rare for a high-profile entrepreneur to admit he's gone wrong.
Two years ago all was certainly not hunky dory with the Irish Rugby Federation Union when Largo embarked on an advertising campaign for its Hunky Dory crisps which featured models in skimpy rugby kits.
That was followed up with a campaign featuring models attired in an approximation of the Gaelic kit.
Now we've seen a different side of Mr Coyle and his honesty may earn him some new fans.