 So our story, we pivoted a D2C portfolio into retail. So once D2C didn't give us what we thought it was going to give us, we went to Expo West 22 months ago, a year in change. And we saw that there was this huge opportunity to innovate in the Mexican set of the store, to bringing more mainstream consumers into the Mexican set. And we were very lucky because Rice became our hero product. We launched our Rises, Rises performed really well. And then we followed up with a great innovation, which was the Mexican Street corn rice, which is our number one product today. Number one product, wow, okay. Yeah, and it's performed tremendously well, where it is in distribution. It's a top five, top 10 skew in the rice set. And it was really great for us after the bad read that we had in D2C to have this line of products that just immediately from the get-go performed with brands that have been in the market 30, 40, and 50 years. And right now, we launched last year with Whole Foods, our enchilada sauces. And after six months in the market, in many regions of Whole Foods, it's already the number one and the number two skew in that set. So we think now we have this amazing one-two punch. And we are less about promoting products and more about promoting recipes. So think now that you have some cooking sauces and then a line of rices, of all the different recipes that that unlocks. We like to say that we like to market like a Lego set. And now that you have all these new pieces, all the recipes that you can build from that.