So how can consumers make informed decisions about the products they're buying if they're following information on social media?

For sure.

I think the big thing is to understand that social media is a great starting point to educate yourself or find out about products, but it's not necessarily the final answer.

And I think a big thing to think about is virality doesn't equal evidence.

So just because you're seeing it posted everywhere doesn't actually make it true.

And I currently work at CHFA or the Canadian Health Food Association and We're really lucky to get to do a lot of consumer research.

And I think one thing that I see is really promising is that in one of our recent studies, we uncovered that 75% of Canadians are verifying wellness claims using outside sources before purchasing.

What are you seeing? Where are the trends going and which products are interesting and exciting to you?

What are you guys all about for folks who aren't familiar? And I'd like to talk a little bit about what Alzheimer's sort of is and isn't.

Yeah, so we're actually a younger health organization than other ones founded in 1980.

So just really on our 44th year.

And when you look at a lot of our sister organizations have been around a lot longer, you know, there's been a lot of stigma around dementia, a lot of stigma around Alzheimer's.

If you think about it, back maybe when you were a child or you had that crazy Aunt Sally.

I mean, kind of let her be in that corner.

She really probably wasn't crazy against Sally.

There's a blood test you can get now that shows you what? Is it definitive? Does it give you a sense of indications or potential? What does that all do? It