And yeah, it's a good mouth workout for me.

It is, it is, and ditto.

So I have to pause and make sure I get it right.

So I hear you.

Look, this campaign is a real industry good campaign and it was built by the industry for the industry.

And it's about resistance, which of course is not a new threat.

We all know that resistance is there, but many, and including I've heard you say this Milton as well, say that this is the crop protection issue of our lifetime.

What's next? How do we keep this momentum going? How do we keep this transition supported so it doesn't just dwindle?

So what sort of things are they being encouraged to do?

So there's quite a few programmes and projects that we've been working on, and a lot of it is trials.

So we are trialling, for example, a lot of different biological products, so softer chemistry and biological products and integrating them into your crop protection programme.

Other projects that we're working on include demonstrations, so demonstrations of biodiversity.

So this is about bringing in beautiful, biodiverse plants and attracting the right beneficial insects which will predate on the pests that we have and help lower the requirement, I suppose, of, of agrochemistry in your field.

There's cultural approaches as well.

So rotation of crops will also help in those places.

do you if you've got multiple farmers doing multiple trials and you've got multiple studies how do you integrate the information and collate it and coordinate it so you can then report back to your growers and your your farmers