But berries is the key category, I would say.

Nice.

That's good to know.

Now, I think you and I are of a similar vintage.

I have a little more pepper, my beardie may have a little more salt.

But, you know, we definitely grew up in the era of the food pyramid, right? Dietary guidelines released by Food and Drug Administration every year under Health and Human Services Department of our government.

It's gone through some evolutions.

And, you know, organic fits into that realm as well.

clarifying that, Jim.

Just want to make sure we all know.

I went to the classics.

I was very happy with PBJ.

I still am happy with PBJ.

At the end of the day, if my kids aren't finished their lunch, I'll go and snag and have the last few bites of it.

It's enduring.

And I'd like to find out from you, what is the number one to best three seller? What's coming up, you know, in the ranks of chips and salty snacks?

Yeah

...

if you wanna write a book, it's certainly, um, a doable thing.

And so I, um, took those three months, and I, I wrote 300 pages.

Um, now what I would do is, it, it, but that taught me how, taking that time by writing the book, it, one, um, allowed me from an occupational therapy standpoint to learn how to use the accessibility tools on the Mac.

So how to use keyboard commands to zoom in and zoom out, how to use Siri to read back things to me very quickly, how to use dictation to dictate things.

And so I was constantly going through this ebb of flow, ebb and flow of maybe typing things and then having Siri read stuff back to me or dictating into my phone on these walks some ideas and then getting back.

... like sort of i- in your life, what did it mean?

I do think that there are a lot of people out there that are going to be very psyched just to start typing into a box, right? So tell me what else you want anyone to know.

Yeah, yeah.

And we have, you know, we're rolling out a long, long tail of education and training for, this is a big step up, right? There's some folks who have been antsy for this for the past three, four years.

And there's users also who are just getting into it now and they say, I don't know what this is.

I need help.

We'll have webinars, we'll have one-pagers, we'll have on-demand video.

They need to help kind of people solely graduate into this new format.

Okay, amazing.

Like, why do you think it has such an outsized impact now more than ever before?

Yeah, that's a good question.

It really leads to the second big factor that's really boosting dairy sales right now.

I know I've mentioned this at our Infra member gatherings at Expo West, and I think even leading the last year's conference and, you know, Nootopia Now, but we're kind of at this moment.

Over the past maybe six to 12 months in U.S. food history, we could call it, where consumer sentiment and government intentions are really overlapping in a surprisingly aligned way, major governmental figures and consumers food industry figures are making strange, but I guess successful bedfellows as they've kind of vilified certain food processes and emphasize more naturally occurring foods coming at the same time that just the average consumer is starting to finally flip the packaging over, look at nutrition label and see all that goes into the products that they're buying, right? There's a lot more concern around the food processes that go into our products that we purchase as consumers.

You know, just, I think it was the end of last year, they launched the... certification for ultra processed foods which is something that's been you know certainly on the mind of of many of our infra members for decades but it's it's a really modern mark that there's an actual certification behind there's an actual governing body um that is behind and there's a governmental body that's supporting it um and i think in all that you know, milk is kind of a no-brainer winner.

You know, you think about, you know, I have two kids and everyone from toddlers to grandparents know the general process of where milk comes from and how we get milk.

What takeaways would you highlight for our members?

... situation for him.

Yes.

Uh, it wa- yeah, it was horrific.

So it was...

That was right before I joined.

I was actually in the interview process with United, I had not met him yet, um, when he had, uh, that, um, that horrific heart attack.

And, and he called this a public service announcement because what saved his life was a conversation he had literally two weeks before with a cardiologist neighbor of his when he was living in Florida.

Um, so how important is it to kind of, as you describe, turn the volume down sometimes?