Venturing into the market with nearly at the pick or when the market has already gain a New ATH it would definitely affects the company and could run at lost because it's not idea buying bitcoin at the pick, what then now happened those periods when price was dangling within some certain price range, why they don't buy at that time instead of wanting to accumulate at the pick, definitely they must certainly run at lost and for them to recover it would take them another circle meaning in four years time after we might have experienced the bear/halving before the market would bounced back to create another price action.
If you don't understand the implication of your view here, then I will tell you that it is discouraging for beginner investors to take chances of buying Bitcoin at their availabilities.
The right time to buy Bitcoin is not bestowed at the Dip nor at the peak price rather at investors conveniences literally when you have already sorted your finances out and have set some percentage aside implemented for the purchase of their Bitcoin or to follow their investment plans probably DCAing if not buying one-off.
Moreover, buying at the hike price does not mean you are going to be at lost unless they are pushed to sell too early with the thought that your entry level at the high price will continue to pump.
We either don't know the net worth of this company before getting to be this skeptic on the impossibilities of them to achieve their goal and as the case maybe, OP only said (3 years to acquire 50,000) after they have already bought 21,000 of Bitcoin already without explaining how they plans to achieve that.
He did not state if their target of 50,000 Bitcoins is by hodling after buying their earlier purchase Or their mission is to continue buying instrumentally DCA) that average number (50,000) in 3 years time.
I also tend to believe that this company has verily studied the market before this decision which I would doubt if they only came to take part of short term goal in this bull cycle and moreover, the bull run won't last in the next 3 years rather we might been experiencing the bear which may not at all be impressive for a selling point of when invested when price was high.
This argument would had really been better of argument if the OP provided us a link that details about this food company mission.