 Hi, how are you doing? This is Rich here on behalf of Rich to be live with a very special guest. It is Barak Orenstein, the director of digital marketing for ELSE nutrition, otherwise known as baby. How are you doing today, Barak? Good to be with you doing well. Oh, thank you for joining us. And let's get right back into it. I did speak with Hamut Al-Urger this week, the CEO, and I was really impressed with what you guys are doing. So let's just get started. Can you tell us a little bit about your role with the company? Certainly. My role is essentially global director of marketing and digital marketing. So really taking the products that we have and the solution that we have and connecting with consumers and forming consumer connection plans and building the brand. So we're in the process of building the brand right now in advance of our first launch of our toddler nutritional drink in Q2 of 2020. So a lot of demands out there are coming to us already and we're looking to answer a big market need. That's fantastic. Now, ELSE Nutrition is a plant-based infant formula. What pains are you addressing in the industry? So this industry infant nutrition has been around for 120 years and it's been dominated by two main sources, cow milk protein and soy-based protein. And both of those are known allergens. Cow milk protein is not the best in terms of animal welfare. Many children are allergic to cow milk protein and can't consume it. And soy as well contains phytoestrogens which have been suspected to be not optimal for children. It's genetically modified. So we're looking to bring to the market and we are bringing to market the first all-natural 100% plant-based infant nutrition and formula. So we like to say at ELSE Nutrition we're not just a formula, we're a solution and we're providing a real solution and alternative to this marketplace and real innovation in a market that's been stagnant. So giving a real solution for parents who have children that suffer from cow milk and protein allergy or soy allergy and that number is only increasing. And we're also giving a real viable alternative for millions of families that are seeking clean label products, healthier alternative to support a healthier and sustainable lifestyle. That's incredible, I love what you guys are doing and as a father myself of two children, I wish this was around 12 years ago when my kids were babies growing up. I almost feel bad that I've been feeding the milk for all these years. I actually stopped giving them milk because after the interview I realized that it's not healthy. So I've kind of gone away from milk and I'm excited that you guys are bringing this product to market. Now, what kind of feedback or inquiries has ELSE been getting from their customers? Great question. So even before launch we have consumers finding us and these are hundreds and thousands of consumers that are coming towards us. I personally take many of those at increase and they really spend, they run the gamut. So we have fathers, mothers, grandparents, experts, everyone looking to us and they're asking when is this product coming? We need an alternative. The industry has been stagnant. The current offerings don't meet the needs of our children, be they ones who suffer from allergies and tolerances, sensitivities. There's families that are looking for vegan solution to support a healthier lifestyle, healthier family lifestyle. So parents are increasingly aware of the ingredient panel on the existing options. They're looking for better for their children offerings and we've been getting a lot of emotionally charged inquiries so it's really touching us and we're really eager to bring this to market to provide a solution for millions of families. That's great. Can you describe the market opportunity and any favorable trends? Certainly. So it's really this coming together of many macro trends that we're seeing. So first of all, children allergies have only increased over time. So the number of families that are having to deal with kids who can't tolerate milk or soy options or have children who have sensitivities has only been increasing. And certainly we've been witnessing with the likes of Impossible and Beyond Meets an explosion of plant-based industry and the plant-based market, which is growing double digits across all food categories. So many have called us the Beyond Meets of infant nutrition and we're humbled by that, but we're really focused on our vision of providing the foundation of nutrition for generations to come and we're really focused on giving a better cleaner alternative for babies and toddlers as well. And in addition, we have very strong IP protection patents on our unique composition. And this is really once in a generation that you'll find something that this closely imitating the nutritional gold standard composition values of breast milk. So we've really come onto a formula that's not only tastes great, but it provides all of the nutritional essentials that the little ones need. That's great. The children are the future and we need to do everything we can to make sure that they're healthy. And I love what you guys are doing. So what's next for ELSE nutrition? So currently we're focused really on commercializing and launching our first product to market, which will be liquid and powder-based toddler nutritional drinks. And those are related to launch in the spring of 2020. And then we'll be following that up with a zero to 12 month infant nutrition formula following that. And beyond that, there's a wide range of opportunities and products that we could launch also for adults, for the elderly, and those who may suffer from chronic conditions like Crohn's and Colitis. So we really see as our vision providing a foundation for a wholesome, balanced nutrition for generations to come. But we have laser focus right now on bringing to market something that's really been needed, which is a cleaner label, all-natural, plant-based infant and toddler nutrition. That's great. I'm so excited to see you guys grow. I think you guys have an unbelievably great idea and concept and product here. And I think it's going to do quite well. What makes ELSE Nutrition a good investment? We have a large community of investors here at Rich TV Live, over 60 countries worldwide watching Rich TV Live and companies like yours that are underappreciated, undervalued, underexposed. Why would an investor want to invest in ELSE Nutrition today? So we firmly believe that ELSE Nutrition that ticks many of the boxes that one would be looking for in a strong and promising investment. So first of all, we're backed by an expert and veteran team. Our founders have decades of experience in the infant nutrition market from the likes of Abbott and Nestle. Technical know-how, that's very, very valuable. Second, we are meeting this unmet and latent need in a $70 billion infant nutrition market that's growing 9% kager. And it's expected in five years to grow to $90 billion globally. So a huge, huge market that we're looking to disrupt and revolutionize. And consumers are voting with their clicks now. We're getting tons of inquiries and when can we have this product in the marketplace? And you add to that very strong IP protection. So we have a patent on our product composition in 19 countries with 45 patents pending globally and a commercial-ready product. So we're already, we're set to go in a number of months with our first product launch. And all of these things really make us a good investment. Wow, we're really, really excited here to see you guys grow. I think you guys are providing a need that has been long needed. So congratulations on what you guys are doing and all your success so far. And this is Rich from Rich to Be Live with our special guest from Else Nutrition, otherwise known as Baby Barak Orenstein, the director of digital marketing. Thank you for watching and have yourself a great day, Barak. Thank you and thanks, Rich.