And so how have you stayed so resilient to all of this that's happened to you in your career at Southbrook? And is there a mistake or are there mistakes that just teach you, make you better? Like, take me through your thought process with that, because you've seen so much, but you probably have never seen the same thing.

That's one of the fun things.

The idea is, for instance, COVID really taught us that you can't assume that things are going to continue.

COVID hit.

I actually had just hired a new retail manager who started the first week of March in 2020.

Her second week on the job was getting people to be laid off.

When we moved to Niagara.

Theirs is getting stronger.

That, you know, one vineyard and then the one next to it can have completely different tastes.

Except, okay, I was, again, because as I'm talking, believe it or not, I am actually thinking.

So I was giving a talk about Southbrooke and we were talking about terroir.

And we all know what terroir is.

It's the climate and the soil.

And as I'm talking, I'm thinking, that's bullshit.

It's not.

And even talking more about biodynamics and about everything else that you're doing here, It's mind-blowingly amazing, and you're a true gem.

And then where did Southbrooke go from there? And how did you get involved into the winery? And how did you get the winery down to Niagara? Let's go back to that history and set it up for the listener, please.

So we started as a roadside farm market.

And one of the issues with that, first of all, when we first started, I met a bunch of people that were in the farm marketing business.

And One of them said to me, there's two ways that you can become popular.

You've got a choice and you've got to make that choice right at the beginning.

One, you can get a lot of customers by being the cheapest place in town.

And he said, that works really well until your neighbor cuts his price.

So for our listener, Bill, let's break down what organic and biodynamic practices mean or what they are, just so they understand what you're doing.