Meat consumption continues to surprise everybody.

Yeah.

Yeah.

Well, certainly, I think if, you know, we were using analogies earlier about any marketing plan, anything that ultimately everyone wants to see an increase in consumption of what they're making, right? Maybe not in every field, but certainly in this one.

It's really to us, proteins having a moment.

We keep talking about this right over and over, the growing size of the prize, but also just this opportunity that exists.

But before we can do anything, we need to know who our consumer is.

And so, David, when you look at the work that your team is doing at the National Pork Board, What is the personal why that keeps you pushing for a very high level of transparency between what you guys are doing and making sure you communicate that to all of the producers you work for?