 So 60% of pork is consumed in Asia and also Asia is the fastest growing population in the world. A lot of people coming out of poverty and consuming more of a Western diet, which means more meat. There is no meat that we consume in quantity that has had more research done on it than pigs. And that's because pigs' cells behave kind of like human cells. IndieBio funded us mid-July, took a biopsy that week. Two months later we had prototype sausages. As that means we can go to market much faster than anything else. So took that fat from the pig and then essentially just bring that back and there are stem cells in there. So you take those stem cells and you start to multiply them. Cells undergo mitosis, right? So they just like divide and these will divide again, these will divide again. So they keep doubling. So the population just goes like this, it's exponential, right? So then we have separate pork muscle and pork fat and then we put them together and then we make a sausage out of it. So the stem cells are what you proliferate. So when we have this like exponential curve, these are all stem cells. And then we have like a giant mass of stem cells and then we divide them and then we induce this one to muscle and this one to fat. So in a very short time we'll have that, we'll have an entirely fetal bovine serum-free formulation. To kind of put in context, the first time I tried our culture meat, it was the week before the tasting and we had bought some pork at the store and ground it up so that we could kind of compare it to what we were making, right? We wanted to make sure that we were making the same thing. So it was blind tested for yourself? So we had this busy kitchen, right? Okay. We had the containers of our meat and then the cell culture meat and then also the stuff from the store and the chef was cooking stuff up and so he handed me something and I ate it and I'm like, okay, it's bacon, I recognize that. So can I try the stuff we made? I said, that is the stuff you made. He said, oh, I was like, well, that's just bacon, right? So it's not that it tasted like bacon, it was bacon. What are the new and interesting tastes that would be amazing? So right now we're actually speaking with chefs, food scientists, molecular gastronomists to say like, what's actually difficult for you to do in a kitchen, for instance? And then can we go and actually do that to ourselves? And then you don't have to do in the kitchen, it's actually, it comes out that way, tasting a certain way. We will be using 99% less land, we'll be using 96% less water, 95% less greenhouse gases. And then we can make meat that's tastier, healthier and more sustainable. What's up, everyone? We are back at IndieBio DEMO Day. We are with Brian Spears of New Age Meets. What's up, man? Hey, how you doing? Thanks for coming out of the show. Thanks very much. Yeah, it was great to be here. Appreciate it. Congratulations on your epic pitch for New Age Meets on the epic company that you are building. And let's talk about this, and even prior to the actual company, I want to know you. How the hell did you come into wanting to get into sustainable sources of food for civilization? How much time do you have? We have time. It's fine. So for me, I mean, my background is chemical engineering and then 12 years of industry experience and research and industrial automation. So I worked for a company called National Instruments in Austin, Texas for four years. And there I did application engineering and then product marketing. And then myself and another guy started a company called Six Clear. And this company, we ran for eight years. And we had customers like NASA and Sandia National Labs, GE and Cisco Systems. And what were you building for them? Right. What was I building for them? So in those cases, we kind of have the deep research customers like NASA and University of Texas and some Canadian National Labs for instance. And in those cases, we would go into their research labs and work with some really brilliant scientists and we would say like, hey, this is how you make your research faster, right? So you will put a bunch of data test points here, here, here. This is how you organize the data. This is how you make data based decisions, right? How the data can inform you on what you did, but then also what the next experiment should be, right? Awesome. Awesome. So that would be on the deep research side and then on the product side with customers like Cisco and GE, that's where we would do that same thing on the research side, but then also we would work with the design and test engineers or scientists. In that way, what you want to do is you want to make a prototype that you can not follow this old throw over the wall mentality, right? So there's this old paradigm of the R&D and the test engineer design a prototype and throw it over the wall to the automation, to the production engineer, right? And the production engineer will go and make a million of these. But the problem is, is if it's sourced wrong, they throw it back over the wall and they fix it. They throw it back over the wall. This is really expensive and time consuming, right? So my whole career has been dropping that barrier between the two. Exactly. Yeah. So you're asking about how I got on the movement. I thought it was amazing. It was exciting. So for me... What was your moment, yeah, to transition from that to industry? So it was really a matter of what I wanted to do with my life. This was like my mid-thirties, so I'm 40 now. And I... You look so good. I think it's flattering. That's right. I mean, the camera's rolling. I know, man. You know, they know. I'm blushing. They know my tendencies. Yeah. Here I am. San Francisco. How did... How is that? Damn, man. You're looking good. Good to stop. Okay, so... Continue. Right. So it was my mid-thirties and it's a question of like, okay, is this my life's work? Is this what I want to do? So I've always been very social impact driven. I had started other nonprofits on the side and always been involved with them, but I found that they got the dregs of my time and energy. So whereas my business got all my time and energy. So for me, it was like, okay, why isn't the business... Why isn't the business the vehicle for how I see the world, like my strong conviction? Not to say we did bad things, it was just a matter of we were working with technology and we had great customers, but we didn't have the vision of how we want to change the world for the better, right? So in that respect, I say like, hey, I need to go find what this is for me. So I sold out of my ownership to my former co-founder. We're still in great terms. He's still running it. It's a great company still. So I kind of embarked on, I actually went on sabbatical for two years. What'd you do? Where'd you go? So I moved to Denver. I was in Austin. This was in Austin, Texas. I moved to Denver. I spent a lot of time in the mountains, a lot of time like solo hiking and camping. Then I did some backpacking through Europe and Asia by myself, just thinking, trying to find where this three-way collision is of what I'm really passionate about, what I'm really good at, and then what the world needs, or what's the market for my skills. So I looked at a lot of things, and the more I came back to, or the more I found out about clean meat or cell-based meat or lab-grown meat, cultured meat, whatever you want to call it, the more I was just really excited. It's really cool. People eat three times a day across the world. This is an excellent observation, yes. In my travels, I noted the same. So you were like, I can get to almost every plate of food, or as many plates of food as possible. Sure. And that would be huge and sustainable. Exactly, yeah. Cool. Okay, so then what was the, how did you land on pork, you know? How does that happen? Because nobody in the market, I think, was doing it until you started. At that time, no. Yeah. No. So the, I mean, one, you could say, well, it's pretty compelling because it's the most consumed animal in the world. Right? More than chickens? More than chicken, yep. There's like a million chickens per hour die in the US. That's true, but in the world, pig, Asia, so 60% of pork is consumed in Asia. Oh, whoa. And also it's, yeah, right? And also Asia is the fastest growing population in the world, and a lot of people coming out of poverty and consuming more of a Western diet, which means more meat, right? Also like that's compelling enough, but then also the fact that there is no meat that we consume in quantity that has had more research done on it than pigs. And that's because pigs' cells behave kind of like human cells, right? So if you think about like, what have we done a lot of research on? Humans and mice and rats and dogs and gyms, but we don't eat any of those, but the overlap is there on pigs. So that means that we can, we can not have to do, or not have to spend time doing fundamental science again. We have like a lot of published research on the protocols, on the meat, the cell lines and such. And that's kind of evidenced by the fact that, as I saw in the pitch, IndieBio funded us mid-July, took a biopsy that week. Two months later, we had prototype sausage, right? So that means we can go to market much faster than anything else. Okay, tell us about the cell biopsy. What part of the pig are you taking and then how do you make those cells replicate? Sure, yeah. So if it's right there, right across the rib? Right, okay, across the rib. Cross the rib like this. Okay, okay. So we had some fat there. So took that fat from the pig and then essentially just bring that back. And there are stem cells in there. So you take those stem cells and you start to multiply them. And so one of the slides there I show, where do you feed it? What do you feed it to get it to multiply? It's called cell culture media, which is basically a nutrient broth, right? So it's like amino acids and minerals and things like that. And then there's also what we call growth factors. Growth factors are proteins that will make the cell grow, right? The growth factors. So we make those from our glands, right? So like in our body or from the animal's body, they'll make those. So if we're taking cells out of a body, they don't like that. They want to die. So you need to keep them alive. And so you need to give them things that kind of replicate what the environment was in the animal's body. And then from the, how does it grow to become a pork sausage? What do you do to make it a pork sausage from that point? Sure, yeah. So there are two stages. So there's the proliferation stage and then the induction or differentiation stage. So in the proliferation, that's where we're taking those stem cells and you're multiplying them. So part of my story earlier was we took those stem cells and we multiply them and multiply, multiply, multiply, multiply. So they're just, they're dividing and doubling, right? So if you remember from high school biology, cells undergo mitosis, right? So they just like divide and these will divide again, these will divide again. So they keep doubling. So the population just goes like this. It's exponential, right? So at a certain point you have enough, in our case enough to go and feed people. And then we take those and we induce them to muscle and fat. So then the muscle, we have separate pork muscle and pork fat. And then we put them together and then we make a sausage out of it. So then you have one cell proliferation of muscle and one of fat. And then there's an induction that happens to them? Well, so the stem cells are what you proliferate. Yes, yes. So when we have this like exponential curve, these are all stem cells. Yes. Stem cells. And then we have like a giant, giant mass of stem cells. Yes. And then we divide them and then we induce this one to muscle and this one to fat. Oh, induce it to muscle. Induce it to fat. How do you make one muscle? How does one change? So do the growth factors again? Oh, growth. Oh, interesting. So then you add the muscle growth factor and the versus the fat one. Precisely. Yep. And then once they grow for how much X amount of time longer, then you maybe mix them like a pork sausage gets mixed. Right, exactly. And then you put it aligning like a... Yep. So we had a vegan casing in our case. So we worked with a chef. So he's actually a butcher here in San Francisco in 20 years of experience and butchery and making sausages. And so he contacted us. He said like, hey, I'm really excited about what you're doing. It's amazing for the future for my children. Like I've been in this industry for a long time and I see that it's going downhill as far as quality and sustainability. And I want to be part of what you're doing. He approached us like it was amazing. Sweet. Yeah, right. So then we iterated on recipes and just he was amazing. It just has just like a knack and a feel of like, OK, more or less of etc. Right. So just like trying to have a vegetable broth he put in there and some really sweet spices, sweet as in like really nice spices, not sweet, per se, savory spices. So and then we essentially culminated that in the pork sausage tasting, which we had September 17th. And that was for 40 people in a brewery in downtown San Francisco. Whoa. Simulation would like to come to the next. So the next one, you're right. So we we try to have those according to like milestones, right? So everybody's like, when's the next one? The next one's like the next milestone. So we on the stage, for instance, we said that we've eliminated FBS from our stem cell culture media and from our FET. Oh, sorry. Fetal bovine serum. Yeah, so fetal bovine serum is the major component in cell culture media for most companies. And essentially it's it's quite frankly, as bad as it sounds. You are taking placental fluid from a cow, right? And so that the reason you take it is it has a lot of growth factors and it has a lot of nutrients, and it's a really easy way to make a cell grow. Now, you there there have been FBS free formulations in human tissue engineering. So a lot of our technology is a derivative of human tissue engineering. And it kind of makes sense that it's what should say that in the human tissue engineering context, for instance, you'll if you have like a heart faulty heart muscle, I may take a biopsy of it, put in a flask, grow it out and then put it back inside of you. And so the chance of rejection is very low, right? But then if I go and spend $100,000 doing it and it fixes you up and you live for the next 20 years, you're happy to pay that, right? So there's not a whole lot of downward pressure on the protocols and the recipes, if you will, to to improve these these cells, like the media for the cells. Now, if we go and take this same recipe that we're using for human tissue and put it over here, our goals are very different. We want to make a huge amount of very low cost meat, right? And the difference also is in the functionality, right? So if I go and put that heart muscle inside of you, I expect that it's going to last there for 20 years, right? You have to have the signaling pathways and you have to have the nerves, nerve endings and has to beat like a heart for, you know, 20 years to keep you alive or longer. You'll you live a long time. So a long time, right? Whereas in our case, how long is it going to last? You're going to eat it. It's going to taste good. It's going to be healthy inside your system in a couple days, right? So the what we say is the functionality is different. Yes. So we're making a higher, higher volume, a lower cost and a lower functionality than human tissue engineering. And then this so do all of the clean meat companies? Are they all using FPS or I don't know one that didn't start using FPS, right? Okay. So this is kind of a holy grail for the industry is you'll you'll start using that. And so I should say that there are FPS reformulations in human tissue engineering. They're very expensive, right? And that's again, the whole different market, different product market. So in our FPS, despite it being expensive, it's actually cheaper than a lot of custom formulations without FPS. And then we take it out afterward. That's the processes you have as a growth factor. And then take it out. So the process actually is we are making a custom formulation without FPS. So we we've removed it entirely and we use like other factors. You do at first to learn about the process. Oh, interesting. Yeah. Oh, you all got it. So then it gets completely removed from all processes. Yeah, got it. Got it. Yeah. So we're very much in the research phase. So in the beginning of the research phase, just understanding how our cells behave and to kind of define our protocols, we we use those. But very quickly, during like our four months of IndieBio, we remove them from the stem cell and the fat cell culture media. And so we're two out of three, and we are removing it from the muscle cells now. So in very short time, we'll have that. We'll have an entirely fetal bovine serum free formulation. And then what was we were going to we were talking about the next milestone. And that's where, yeah, so tell us about that next. Well, that will be the next milestone. Oh, so FPS free. Oh, cool. And then that is from September. What's the last milestone? When is this next one? So we think it's we say a couple months. So where and that is, yeah, so it should be hopefully this year, early next year, late this year, late this year, early next year. Yeah, I have some awesome hospitality and food industry people that would that would love to help produce a really solid event for for for you guys. So let's let's explore here first. You heard her first. Yeah, I'm looking at you guys know who I'm thinking about. So, okay, so let's explore that. And, okay, so what does this so now you have a vegan lining and you're putting the the proliferated and inducted mixture into the pork. Yep, casing into the vegan lining casing. So then from there, then is there another sort of proprietary step that you're taking in order for it to taste to touch all the senses of to make it as close to yeah. So yeah, it's a great question. And I kind of put in context the first time I tried our culture meat. It was the week before the tasting. And we had bought some pork of the store and ground it up. Interesting. So that we could kind of compare it to what we were making, right? We wanted to make sure that we were making the same thing. Just line test it for yourself. So we had this busy kitchen, right? We have the containers of our meat and then the the cell culture meat and then also the the stuff from the store and the chef was cooking stuff up and and so he handed me something and I ate it and like okay it's bacon. I recognize that. So can I try the stuff we made? I said that is the stuff you made. So oh, I was like well that's just bacon, right? So it's not that it tasted like bacon. It was bacon, right? A lot of bacon. That's so cool that yeah you're like can I taste the stuff we made? Yeah, that is it. Exactly, right. So and that's kind of what they put in context. So it's like you're saying like what do you have to do next to make it taste like bacon? Like no, it's bacon. It does already. Muscle and pork muscle and pork fat. Muscle, pork fat, mix it together. It's bacon. Well that's bacon is, right? It's just like ground up bacon. Good work. Yeah. I love hearing that. Like it was that quick. You know, it's that quick and you know it'll be interesting. You know those commercials from back in the day when they were trying to be like can you tell the difference between Coke or Pepsi? Right. Yeah. So I think it's time for that in the clean meat era. Like it could be. Yeah. Like we are ready to make those commercials for you. So let's let's make it happen. All right. Let's make those commercials happen. Those could be good commercials. Yeah. Those would be hell of good commercials because and then let's release the actual transparent numbers as well of how many people couldn't distinguish between the difference that they that they were like I don't I just tried both and I have no idea where I thought this and that they call it maybe they call it right. So that'd be super fun. Yeah. To be able to do. It's actually part of our seed phase. Like it's love it. The part of the deployment of funds is to do that for your time. Yeah. It's exciting. Yeah. Okay. So deployment of funds, so doing some of the taste testing, blind taste testing, what else are you doing with the deployment of funds? Right. So we have a bunch of science milestones and then some business and product milestones. Right. So the science milestones are very much around how do we remove FBS entirely. Right. And then increase the cell density and then and then hone in on the exact protocol that we're going to be using. So we have like a bunch of protocols that that give various benefits. Right. Kind of it's like a trade off. This one's good. This is this is good. This not so good at this. So we're going to be deciding on which one that is also on our bioreactor or cultivator design and then also very much on safety. We believe in obviously keeping the public safe. So right now we have toxicologists looking at our meat. Right. So we want to we want to police ourselves if you want to make sure that when this comes to market that people don't have any fear. This is like no, no, we've tested this. So we're doing that as well. And on the business side it's very much okay the formulation of the product. We'll say like the business slash product side is very much the formulation of the product and then who's eating it. Right. Where are they eating it. And then what do they care about. Like who what do they want to see in in this meat that we're making. Because we are decoupled from an animal. Think about it. There's only so much that you can re-engineer an animal in order to make it taste different or textured or whatever. Right. There's only so much like an engineer pig to give me a different taste. In our case we control the entire system. We control everything that goes into the cells. Everything that goes out of cells and the environment. Right. You're about to be able to do so much more. Exactly. Right. So we can start. You know we can feed it whatever amino acids fatty acids. Minerals etc. To give it the type of taste that people want. So we can actually start at humans perception of meat. Why do we enjoy meat. What is it about it. And we can work back and make our meat meat that and then exceed that. Right. So what are the new and interesting taste that you that would be amazing. So right now we're actually speaking with chefs food scientists molecular gastronomist to say like what's what's actually difficult for you to do in a kitchen for instance. And then can we go and actually do that to ourselves. And then you don't have to do in the kitchen. It's actually it comes out that way tasting a certain way. So these are the type of things are working on also turns you sweet. So. Okay. So you are scaling up and can you describe this cell density within scaling up. Right. So how does one handle cell density. How do you get into those big bioreactors. Like how does one finally start growing this by like the tons. How does one do that. Well the there's a skill process. So right now we're at the you know right now or the precede phase. So we have indie bios money. And essentially they give you a certain chunk of cash and they say you have four months go do something right. And so we've taken part of that to invest in developing a proprietary bioreactor which which as I said presentation has 10 times the density. So you can grow 10 times the cell in the industry standard. We think that's pretty important. So then it's a matter of OK. Like and this is obviously at a smaller level. But during the seed phase then we start to scale that up. And so it's you scale it up by by different discrete steps. Right. So you you may go one leader to five leaders 20 leaders etc. Right. So and this is the chemical engineers is kind of my background right. So like as you go up you get different forces right. You get different fluid dynamic forces. You get different heat and mass transfer forces or heat and mass transfer will say. And so that affects the cells differently. And so you have to go at each discrete point and you have to test the cells. So that is that scale process. Yeah. Wow. I love all those variables you were listing because it definitely showcases the sheer complexity of everything that's going on. Now what what what is what did you put in the bioreactor that made it so that had 10 times cell density. What do we put in there. What's still the thing. Yeah. Okay. That's right. For prior. Exactly. I'm glad you asked because I can't tell you proprietary right. But yeah that's patentable. So we will be filing patents on that and then you'll be able to read about it. Yeah. And it's successfully issued. Okay. So. Okay. Then what what are you okay. Completely no FBS completely no FBS. What were the other parts of the scale up process that you're just describing what the seed money that are that are going to happen. The scale up of psychology. Yep. So yeah. Okay. So making sure there's no no toxicity. Right. Well yeah what are the what were the the other ones. So we talked about the let's see the the decision on cell lines for instance we also talked about the removing FBS the cell density toxicology and then the bioreactor design or the cultivator design. That's right. Okay. And then we also talk about like how to scale that in a facility. So it's not just it's not just how does the how does the the bioreactor look but then also what's the facility that makes it right. So you have to kind of design that. So we're and that's not something we're going to be building at seed. We will be designing that right. So that when we move on to series A then we and then that I noted the brew pub experience. So once we yes. Yeah. So there's a lot of people that can't eat pig kosher peeps. So that's they can can they eat this. It's an interesting question. So it's so we have spoken with rabbis and we've kind of like read about what they think. And it's kind of right now it's kind of divided. Some people say yeah obviously you can and some people say nope you can't. So it's a great question because it still came from the stem cells of a pig. There's that. Yep. And then there's the other one which is like all the pigs not being touched or harmed at all. So we can eat it right. So it really depends on you know how you interpret interesting. Yeah. The interpretations. Exactly. OK. So 60 percent of all pork is consumed in Asia. So what does this mean from the calculations of sustainability. Do we know like. Oh as far as is our better than. Yeah. Yeah. Yeah. So University of Oxford released a study recently. There have been a bunch of studies on life cycle analysis. So for instance I think the latest numbers would be we will be using 99 percent less land. We'll be using 96 percent less water. 95 percent less greenhouse gases. And on the energy side that's that's probably where it's not quite like it's we're we're better but we're not like 99 percent better. Right. So we'd be late assessments be like 65 percent better or something like that. Right. Energy. Yeah. So and energy wise. Yeah. So across the board there's no metric where we're worse than an industrial animal agriculture. Yeah. And those are big numbers on land and water and also just. Yeah. There seems to be more and more that's pointing towards eating stressed animals causing severe disease within humans. Yep. So having the opportunity to to to have massive by reactors. Let's let's get this around the world. Right. Let's get us around the world and get the taste tests around the world. Yeah. As quickly as possible. Any last thoughts about what's going on with New Age. Well I mean the thing we like to keep bringing up is that we can make meat that's tastier healthier and more sustainable. Right. So at at the end of the day customers will vote based on is it better is it better meat. Right. For me. So in that in that context I kind of like touched on the fact that it's going to be tastier because we can make it tastier and also healthier. They're just things you get out of the box. Right. So for free when we make this you won't be getting any Listeria E. Coli Salmonella. Right. So right now we have traditional meat and we kind of treat it in the kitchen is kind of this toxic substance like if you put on a cutting board and you cut it you can make sure you wash that thing really well before you cut anything else because you may get sick. Think about that. Like that's why is that was a lot of bacteria in there. Right. So you get that for free. You also on the public health side we're not feeding 80% of the antibiotics that we use to keep ourselves alive to animals who aren't sick which create antibiotic resistant superbugs and 23,000 Americans die every year from antibiotic resistant infections. Right. Yeah. It's a lot. Two million people get sick to one of the Americans get sick. Right. That's just America feeding the animals antibiotics than we're eating the animals. Exactly. Yeah. And then the animals themselves like I would like to say that if our if our supervillain creating it wanting to create a superbug I couldn't do better than industrial animal agriculture. Yeah. Right. Like it's you literally put all the same type of animal together in a very cramped and dirty environment and you give them most of them are so healthy and you and you give them antibiotics and that creates antibiotic resistant superbugs and then you put them in contact with humans so it can transfer transfer humans. It's a terrible it's it's a system designed to to create these superbugs and we see that we see over and over again like antibiotics of last resort. There are unfortunately pig farms in the U.S. and China that are feeding these antibiotics of last resort. The ones that keep us alive when I say that the last resort they're the ones that keep us alive two pigs in order to make them fatter in order to and because they're in in dangerous conditions. And as a result now there are antibiotic resistant infections that kill people that come into the hospital and no antibiotics for work on them and they die. So we're going to fix that. So that's a heavy note. That's that's a heavy note. Okay. Maybe we then but that's a very important note. Maybe we just briefly on the way out just talk about the first strategic steps to getting it into grocery outlets nationwide and worldwide. How does that happen? Or does it directly sell through New Age Meads dot com? You know like that's nice. Skip the yeah. Skip the website. So we are first. Yeah. Our first will be in restaurants. So we food service restaurants. And that is because as I said earlier, our technology is right now a derivative of human tissue engineering and it's expensive. So we are the whole my presentation earlier was ways to drop the cost and certainly dropping the cost. And so the first we're going to be we're going to we follow what we call the impossible model right. Impossible foods model. Yeah. So impossible did a really really good job at first going they had a higher end product and they went into restaurants first and as they reached economies of scale they were able to drop the price down and then they move into like White Castle now right. So they did they did right. You seem horrified and delighted at the same time. I feel I feel incredible that White Castle adopted it. And I also feel incredible that how could they have possibly on the price down so yeah that's insane. And so we don't just talk about we're going to do the impossible model. Well we actually are one of our advisors was employing number eight and impossible foods. And then one of our other contractors like did their roll out and impossible in certain markets right. So we're like OK we we're going to we're not just giving lip service to the idea like we're actually we have the right people on board to do. Yeah. Because I believe impossible started with like a twenty dollar burger at the. Yeah. It was it was really expensive. And then now it's at White Castle level. Yeah. So that seems to be a similar model. So and then and so then eventually the rollout would be through like a national like chains. Yeah. Definitely could be. Yeah. But it's also grocery. Is that another definitely. Yeah. So that's and that's down the road because we one we want to be branded. We want to make our own branded products. Right. Yes. And the reason is is because these are different. They're they're they're from cell culture and they have all those benefits that I said. Right. So they're better for the environment. They're better for your health. They're better for animals. And so we want customers to be able to choose that we want them to be able to see that. So we want to make a commodity product because a commodity product will just be the same as what already exists. Right. Ninety five percent of pigs for instance are factory farmed. So from in the 99.9 percent of chickens are factory farmed. Right. So if we're making this cell culture media with all these better all these benefits then we want you to be able to choose that. So we brand them in the restaurants and then when we move to grocery stores they'll be branded there as well. People will be able to choose that. Yes. Choose for their health choose for their family choose choose for the animals choose for the planet. And it's tastier. Yeah. Yeah. Awesome. I was just thinking about some really funny branding things. I don't know like happy pigs or something on your on your brand like New Age Meets with like happy pigs or something like frolicking pigs or something something interesting like that. Brian what a freaking pleasure this has been. Thank you so much for coming. I've enjoyed it. Thanks for having me. And teaching us about your building and cool huge congratulations. Thanks very much. Yeah. Thank you. It's been cool.