1st mistake was to "take a look at it"
"In April 2010 we were sent what looked like a very reasonable letter from SD Coastkeeper asking permission to have Stone Brewing Co.’s name added to a long list of companies in support of the Marine Life Protection Act. I took a look at it, decided it looked okay on the surface, and said okay. "
2nd mistake underestimating fisherman.
A "small group of people" I wonder if he means fisherman? who else is going to send letters / emails?
If you don't know much about something why would you agree to it? My guess is the lure of free publicity was too hard to turn down?
"However, our response was dismissed by a small group of people who were very familiar with the MLPA. Admittedly, the MLPA issue was not something we were involved in, and not something we knew much about as it is not within our scope of business. "
Stone Brewery.