We've kind of touched on it, but yeah, really lay it out for people if you can.

No, and I think that's a great point because obviously the packaging is deceiving and these companies buy other companies so that they can have the same packaging, but putting different products or ingredients in there.

And so I think the thing is that we always go back to, and I know this is hard for the average person to do, but to have some sort of connection from where you get your farm.

or you get your food, you know, even if that's just, you know, Hey, I've watched them on social media and I like what they do, or, you know, a friend of mine knows, you know, has a connection or something, but if you can know your farmer and understand, and that farmer doesn't even have to be perfect.

I'm not saying every farms in the, in the U S there's probably plenty of farms out there that are, that are doing the best they can.

And, and, uh, but if you have some sort of connection and you trust your farmer, you're ultimately going to get a better experience and be healthier in the long run.

And, And I think the big thing is steer away from big ag as much as possible.

Isn't it harder or if there's any like existing subsidies or incentives that you guys would change?

for folks that are really just now embracing liquid cooling because they have to, what are the big challenges and how can Ecolab and Cool IT, what are the key pain points that you're working with people on?

Yeah, I mean, so everybody's talking about liquid cooling, right? And direct-to-chip liquid cooling is becoming the standard.

But we're still very early in the implementation of this technology, right? So it's being carried over into data centers.

And there are still standards that are evolving.

And as I mentioned earlier, people are trying to move really fast, right? So they've got their designs, they've got their specifications, but they need to stay on track.

And we've seen some pretty high profile issues happening that have resulted in some startup challenges.

So as I mentioned earlier, we are very adept at sourcing, delivering, and installing coolants into the system.

But I guess my question is, how do you see the customer set evolving? And maybe I'm curious about what Ecolabs customer base looks like compared to cool ITs and how maybe you start to cross-pollinate some of the expertise and the technology.

So we have the farm, we have the processing the usda processing plant and we have the brand and it's actually jason's family farm he's a third generation farmer and we raise cattle and pigs here on our 7 000 acres in northern california

yeah so my family history started in the early 70s my grandparents bought the original farm and my parents shortly took it over they thought they were just coming to help out in a situation where my grandparents had to get rid of the farm manager.

And so they thought they were just going to come and help out for a couple of months.

And they ended up never leaving, which when you talk to them, it's obviously a good thing now.

But I think at the time they had other plans with their life and didn't realize they were going to settle in this, you know, little small town in Northern California called Fort Jones.

Probably they came from Santa Cruz area.

So, so they were like, what are we doing here? But like we have, they fell in love with the area.

But like seriously, like at scale, like you can really do some like massive things and have massive effect on just people the world and so yeah i would love to kind of hear how you guys have like stepwise through that

I think people might think that this is just how it's done, but contrast it to, you know, the vast majority of how meat is produced conventionally in this country.

Yeah.

So I would say probably 90, 90 plus percent of beef is all at about yearling age.

So which yearlings, let's say anywhere from, six to seven hundred pounds um usually gets sold off of a farm and goes straight to a feedlot the feedlot is obviously just you know confinement um they're fed a mixed ration of usually grain um corn um maybe a little bit of alfalfa or roughage mixed in there a lot of times they're just mixing in straw which is just uh because cattle need that that roughage not because uh there's any nutrients with it and they spend you know the next year in that feedlot um never seen grass never seen um you know any what they would consider a natural environment they're just getting fed and and um By industry standards, they should be finishing out on that ration in under 24 months.

24 months would probably be a long time depending on the feedlot and the ration and all that.

So that's what 95% of people are eating when they're eating just conventional raised beef.

There's very few and far between people out there that are actually raising grass-fed, grass-finished beef.

But imagine there's migrating birds and maybe share some of the things that you're seeing on your ranch that would would you know, say that actually farmers can improve the wildlife on their land through careful stewardship.