So let's kind of give the audience a little bit of a general overview is what can you tell us about fresh dog food in general?

Yeah.

So obviously it's a hot topic, right? You know, I mean, I think everybody's got their clients asking them about it, right? So I think the core of fresh food to understand more than anything else, why it exists is if you have ever had your physician or you have ever had somebody in your family's physician talk about reducing your processed food intake.

That is the fundamentals of why we talk about that in pets now as well.

The exact same compounds like AGEs, advanced glycation end products and stuff that we want to avoid on the human side that are connected to chronic disease.

That's exactly why fresh food exists on the animal side as well because we want to provide the same complete balanced nutrition they can get that we want to provide but in a way that helps avoid some of the byproducts of high levels of processing.

And what are some of the challenges that might be out there? So I think most of them are rooted really fundamentally in misperceptions.

So how does that precisely look when you're talking about that, plus making it highly palatable food? And it can serve as a clinical tool for weight management,