 And then in terms of your digital strategy, what makes it up? Is it, especially during COVID, I guess, are you guys doing a lot with influencers? Is Instagram the main social media channel? Obviously, you mentioned you have an email list. What are some of the things that you're really leaning into during this time? Instagram's a big piece of our business, not just on our own social pay, but as a paid acquisition channel. We've been really fortunate to work with an amazing group of brand ambassadors. We actually have over 500 influencers in our brand ambassador group. Most of them are Instagram-related, but also scattered across blogs and YouTube and some other channels. And so we really lean into that group as advocates for our brand, telling the story. Customers really trust them, and it's been a great community to have who really love our product and can vouch for us outside of that. Doing a lot of the same tactics as most traditional direct-to-consumer brands like Facebook ads and Google, but also leveraging our content channels and creating the website as a destination for people to come to. It's obviously great if you come and buy the product, but we also want you to get more out of it and learn about how to decorate your home or how to incorporate other healthy products into your cooking routine. Totally makes sense. I wanted to ask you something about the brand ambassadorship. So are you guys doing year-long brand ambassador programs? There's it like a six-month thing where they're just producing weekly or daily content. I just want a window into it. So right now, personally, there's a company who wants me to become a brand ambassador. And I'm like, I'm in the throes of this. And it's neither a science, right? It's neither an art or a science. There's a lot of ambiguity. So from your perspective, right, as the person, as the company owner, the founder, what is it that's just that you love, that you love about the brand ambassadors and or your ideal, right? Like what is it that you see really push the needle as it relates to these people besides their following, right, besides like just the reach they have? I think what's interesting about our program is we've actually never done any outreach for people to come join it. It's ambassadors who were either customers and bought the product or heard about it. And they're reaching out to us, which creates more of an authentic relationship. And so we look for people who really love the brand, really love the product. We get hundreds and hundreds of requests per week. So many so we can't necessarily get back to everyone on a timely basis. And so I think aligning interests with really authentic fans of the brands has been super important. And the biggest influencers aren't always the best performers. Sometimes it's the smaller ones with really cult-like followings who are the best voices. And let's be honest, we're a one-year-old brand. It takes decades to build brands that people really trust. And having these amazing ambassadors who can really tell our story and support the brand has been hugely crucial to our growth. Hey, everyone. Thanks for checking out that clip. If you enjoyed it, be sure to hit the like button down below. And if you're interested in hearing the full episode, it's out right now on our YouTube channel. We've had a lot of great guests come on this show before and we've got a lot of great guests coming up in the future. So hit subscribe so that you don't miss a single episode. In one final note, we're always looking for new ideas and new companies to feature on the show. So if you know of someone or know of a company, write us a comment down below letting us know who they are and what they do. We'd be happy to have them on the show. Until then, I'll just be here waiting for your comments. So, uh, see you later.