Why is that?

Yeah, we think so, Johan.

And we've been really excited to talk about this and to launch Farmers Weekly Live.

There's loads of great events in agriculture, but we think there's a real opportunity to make something that is really business focused, but across sector.

I think the way to think of it is really trying to bring all your favourite parts of Farmers Weekly to life.

but built around a really focused, really positive and proactive business event.

We want to try and help farmers make better decisions for their business.

And