What do you think gets you the most excited about where we are today versus where we were maybe a decade ago?

Yeah, so I guess two data points there.

I'll change the timing of your question a little bit.

The meat demand monitor was launched in 2020.

And.

we know with confidence per that effort that vegan-vegetarian rates are declining.

So I start right there.

There's been a lot of talk about how's the campaign doing? Is it successful? Is it working? And I've listened to David talk about this, but I'm curious, how do you think we should manage the success of this campaign beyond just maybe some of the initial headlines that we've seen so far?