I know there's a New York Marathon in the story somewhere, but I'd love to hear it from you how you kicked things off.

For sure.

Well, you know, my, my career really started even before Krave, which informed part of my approach to that business opportunity, and I was in the wine business, which, um, as, as a part of a multi-generational family business.

And the unique characteristics of wine in the US is it's a very crowded industry.

There's many, many...

In fact, there's thousands of brands all vying for customer attention.

But in the backdrop of wine is, is very much a romanticized manufacturing process.

And what was that next step? I know there's a pretty good story in here somewhere about Safeway and a fancy food show.