Do you feel a bit of a responsibility to use that platform to shift how New Zealanders think about their food and the way it's grown?

Yeah, it's a good question.

When we talk about New Zealand food, we don't have a long history of humanity living in New Zealand.

You think about Italy, France, Spain, these guys have had tens of thousands of years of humans walking a land, and out of this is erupting these different types of cuisine, and these countries are so close together, and somehow that culture didn't cross a border.

and so when we i'm all about new zealand food and what is new zealand cuisine and so when i start to think about it like over the last 10 years about what new zealand food is you go we've got no legacy we've got no uh history sure maori uh came between 800 and a thousand years ago and you know abel tasman came in the late 1600s cook and the 1700s, and we could have been Dutch, we could have been French even, they were on their way here too, but the Brits beat them to it.

So a couple of hundred years, that's how old we are.

And so we don't have these regional dishes that are phenomenal, like beef bourguignon, or I don't know, and bolognese, or you think about all those dishes you know from overseas.

It seems like culture is quite important to you in terms of the business and the people here.

Do you think there are people who honestly just say, I'm going to go to New Zealand to eat my way around the place? Not events, not skiing, not sightseeing, just food?

Of course they'll do other stuff, right? But we see, like last summer, a huge amount of Americans through.

It was almost like I wanted to have a map of America and start putting all the cities from all our visitors from around the States.

And they come here and they are searching out what is New Zealand food, what is our cuisine.

And it's, you know, 30% of the tourism spend is spent on dining.

So it is a big thing.

And up with golfing and hunting and stuff like that, there are diners around the world who go to countries just to eat.

stars?