 Don't overthink your medium. Like people was like, do you have to do discord, circle, like Facebook, what's up? Just pick where your audience lives. For us, it was Facebook. So we did a Facebook group and we built that up to around 4,000 members. That did eventually like they spread the word. We built an email list around 35,000 people and this was all prior to our launch. But I think that community was really powerful because people are in there even today sharing recipes, they're like talking to each other, they're connecting with each other. And that's really where an audience becomes a community, is when the members are talking to each other, versus just like the brand to the audience.