Long before terms like conscious businesses or B Corp became part of mainstream vocab, What did building a company with that mindset look like all those years ago? We

didn't start out with intention of leading with what we call values.

We just did our best.

And like looking back all of the years, business is hard.

There's a lot of struggle in that.

And so I think it wasn't that much more difficult to go down the natural organic path, to have really more focus on a triple bottom line.

I mean, values led really is another word for, hey, I want to engage in business and I see more than just profit.

Brad, how do those two ideas sit together? And why was creating a more accessible brand important to you guys?