Mm.

So, so, so I do spend a lot of time in the garden.

And for me, there's nothing that makes me happier, I've never known a feeling like it, you know, that flow state that you hear about where you're acting spontaneously and you're engaged in an endeavor, but you also, you're just, you're in service to what you're surrounded by, and you're doing...

Y- you're trying to get to know the plants better, and to see what they're calling out for.

Yes, yes.

I've already done cosmos.

September I'll sow poppies for next year.

I'll sow Viper's bugloss, so on and so on.

Do you think this is where we're going?

Yeah, I think if I was to encapsulate everything you say, I think a lot of this is people feeling they're losing control, losing control over their destinies, losing control over their health and their body.

And it's a desire to sort of take back that control.

I think we've put a lot of trust in into corporations and governments to essentially lead the way and to look after us.

And I think we've all felt quite let down.

I think social media has just done a great job raising the bar in terms of education and exposing a lot of truths.

And I think ultimately that's what we want, right? We want to find the truth and we're looking to find the information.

And how have you done that? How have you created such a kind of culture-led brand?