When you make a quality call like that, that actively hurts your profit margins, how do you defend it internally? And also, how do you know that the customer rewards that internally?

Yeah, no, no, that's an excellent question.

It definitely is more costly, and that is why soda companies in the 60s and 70s converted from real cane sugar to high fructose corn syrup.

So our view is that the consumer deserves to have what they want.

And, you know, we don't know all the science behind it.

I mean, different people say different things.

But our view was that cane sugar was a better product for the consumer than high fructose corn syrup and that the consumer was looking for that.

For a brand that is trying to land its first retail account today, What do you think what makes a buyer actually say yes?