So at what point did you start to realize that maybe the packaging that you had originally wasn't communicating the product or the brand as clearly as you wanted it to?

Yeah.

So, I mean, our packaging really kind of evolved organically.

Early days, we started off at Farmer's Market.

So it was really just a simple craft pouch with a black and white label sticker that we applied.

We knew that just things were going to continually change, how we talked about the flavor, just so many different things.

So we really didn't want to be beholden to any one design.

What led you to working with Taja and Pulp and Wire? And what was the design process like from your perspective?

[chuckles] So just current, like, what is your thought about the packaging overall now? Is that, like, what you're going for, or what is it that you wanna convey to people currently with the packaging?

Yeah.

No, it's a great question.

I'm kind of a little bit echoing what you said, Daniel.

We got some advice early on from a mentor of ours who works, has worked in potato chips for years, and he said, "You know, you have three seconds with a consumer, and they ask themselves two questions.

One, 'Do I want the product?' And two, 'Can I afford it?'" And so your packaging needs to solve for at least question number one of like, "Do I want the product?" And for us, we have a lot of secondary feel-good things.

You know, it is a family farm.

Like and it works in the farmers markets, and everyone's gonna accept this," right? Like there must have been a moment when maybe it was the first time someone sent you a sample of what the upgraded packaging could look like, or maybe you just saw a competitor and you're like, "Yeah, we should look more like that." Do you remember that feeling?