I don't have any specific examples, but I think that comes to mind of when consumers are going to shop and they're looking for what's cheapest to buy or maybe they have certain qualifiers, but Check a little bit about that building, you know, building brands in the commodity category.

I mean, I would say that decommoditizing food is a special passion point privilege of mine.

I think that if we don't actually spend the time understanding what consumers want, and particularly with domestic food, if like we don't, and really in California grown food, and we're working on a couple of different commodity projects in Idaho and nationally.

And this is where I think that our clients are saying, hey, we do things really, really well here.

And it's very expensive to farm here.

And our property is very expensive.

And our insurance is expensive.

You could take this any way you'd like, but we'd love to get some specifics on some brands that you think are doing a great job in the space.

And were there any conversations with any marketers this week that you didn't expect to be relevant, but they ended up becoming relevant because of the stories that you guys like to tell?

Mm-hmm.

how I kind of strategize my week run what day four or day five was really about finding opportunities to learn about the brand building part of it.

Obviously the strategy part, because I think that's more the most relatable to the challenges that I have.

And of course I absolutely love my network of agency owners, especially female agency owners, women owned, um, and have spent a lot of time with the own it group and also my worldwide partners, agency, um, colleagues, um, But I really just kind of focus on learning new ways to build brands and build connection amongst our clients and our partners.

I think that's the most important part for me.

The creative, of course, is fabulous and fascinating.

Right.