Mm-hmm.

And what I started doing, I started printing a T-shirt.

And we have these beautiful mountains.

New Mexico, if no one's ever been, I mean, the Southwest is the best place to live by far.

Like, New Mexico is just insanely beautiful.

It's rich with just beauty and mountains and white sands.

And, you know, we just have so much diversity there.

So as a marketer and someone who wants to tell the story, as you measure a business, how important is that aspect, the ability to tell a story and to tie your

Is it a co-packer or what's the process? How'd that come to be?

Yeah, this is a cool story.

So my partner... is a commercial real estate developer.

That's what he's been doing the last 40 years of his life.

And him and his wife were making his dad's recipe in their kitchen every chili season.

And so they would make this red chili sauce and they would give it out to his real estate clients.

And his real estate clients were like, this is good.

Is that something your agency does for some of your clients? Do you all write those and set those up? Do you use AI in any of that kind of stuff?

Like, uh, give me the highlight reel.

Uh, very publicly talked about, like, growing up in extreme poverty and, you know, and, and that really left an effect on me.

So, like, at age 30 when I started my first business, well, I, I, I mean, I went to six to s- six different universities.

I, I, I didn't know who I was, what I wanted to do.

Like, and especially college back then, you know, it's like you really had to fit in a box back then, right? So, like, didn't apply to me at all.

And so, like, you know, so my first business was a creative social agency.

I was actually working for this software company, and I was traveling to, like, Mexico City and, and New York, and then I was in London, and I wrote the business plan for this creative social agency.

You grew up on, uh, Cherokee land in Oklahoma, right?