 And what made you guys want to start this company? You could have went into farming, you could have done a bunch of other things, you could have got into cattle, meats. Why sort of descend into the yogurt CPG land? Yeah, so from our perspective, we're still four generation farmers. This was our way to sustain and vertically integrate our family's farm by creating a market that was stabilized and that we could really tell our story. And so we still view ourselves as directly a part of agriculture. And this, after looking at all the different value added products we possibly could make, we thought this was the best product that we could bring to the world. It's very nutrient dense, transparent, and we feel like it's the niche.