 70% of our planet is covered in water. It is the most regenerative food system that we have on Earth. There's zero inputs. We don't require the same amount of water irrigation, fertilizer use, seeds, labor. It literally makes us free food and it's literally the most regenerative but it's been pillaged by big commercial brands and big commercial fisheries that haven't really figured out how to have it balanced food system just like we have problems on land. So I'm constantly trying to educate around the opportunity that the emerging consumer really does care about the food system, kind of this change in mentality that we have that people will pay more and more attention to where their food is coming from and who's making it and how and that there's this kind of huge white space that's been left on the table by some of these bigger brands.