Where is the mine?
Pilot project? Small scale? Can it still make a profit from current price of potash? Time is money - office rental, wages, stock options, directors' fees, etc. etc..... Like a candle burning at both ends.
You don't wait for potash price sky high then start building the mine. As long as there's a profit to be made, it should proceed full steam ahead. Market doesn't like just talk and no action.