Yeah.

What we do with that, i- it's one of three things.

It's education, it's research, and it's promotion.

So one of those three things is where that money comes.

We are a, a, a, uh, driven by a board of producers.

15 producers sit on the National Pork Board, and everything we do is directed, uh, by them.

Uh, if, many of you probably know, some of you might not, Jesse Heimer actually sits on that board as the treasurer.

Mm-hmm

Absolutely.

Yeah, so starting at the first of the year here in 2026, the National Swine Health Strategy was launched, and it was done so.

We have three organizational goals at the National Pork Board.

One of those is improve the lives of our pigs and our people.

So basically, get pigs healthier, and it'll make the pigs' lives better, and it'll make the producers' lives better because they have healthier pigs.

And in order to build this NatStrat, what we did was did some listening sessions across all forms of the industry.

And there's graphics and things that the health team has sent out and presents on.

But, like, where's the tie – in this instance from the commercial side and the show peak side, like what's the tie together and then maybe where do we start?