It's

very.

And we'll talk about why it's so female.

So the midlife collision is unique to midlife, funnily enough.

And it is a collision of physical, emotional, mental factors for women.

Now, physical menopause.

So, you know, typically between 45 and 55, all women are going to have the menopause in whatever form.

Oh, it's

What are you seeing on the ground?

Morning, Bobby.

Yes, I spent 30 years selling food and drink from many different food and drink producers in Ireland and abroad.

So I've brought that experience to Bank of Ireland three years ago.

So now I'm interacting with many different food and beverage operators.

It's really, there's quite a mix out there, as Conor alluded to, a lot of uncertainty generally, but at the same time, operators have adapted very well to that uncertainty.

In a way, it's brought a kind of level of creativity and resourcefulness that they mightn't have had before that.

You know, if you lose a whole lot of business because of a tariff that's, you know, all of a sudden applied to your sector from nowhere, it's easier said than done to find new customers to displace that or replace that.

What are you seeing on the ground?

Morning, Bobby.

Yes, I spent 30 years selling food and drink from many different food and drink producers in Ireland and abroad.

So I've brought that experience to Bank of Ireland three years ago.

So now I'm interacting with many different food and beverage operators.

It's really, there's quite a mix out there, as Conor alluded to, a lot of uncertainty generally, but at the same time, operators have adapted very well to that uncertainty.

In a way, it's brought a kind of level of creativity and resourcefulness that they mightn't have had before that.

You know, if you lose a whole lot of business because of a tariff that's, you know, all of a sudden applied to your sector from nowhere, it's easier said than done to find new customers to displace that or replace that.

And I suppose, Lucy, in terms of the kind of funding or financial support that food businesses require, what typical sports do they look for?

Well, there's a variety, I suppose, of supports.

Just to pick up on Ciara's point, it often is at a stage where you recognize that your, I suppose, low efficiency levels, your KPIs aren't quite working.

You know, you're not producing enough trays per hour to be competitive and to make money.

So it's often at those kind of crunch points where where you need certain funds.

It can be everything from lending to, it can be everything from money just to get yourself a machine and to get up and running.

And that could be asset finance or it could be a small loan.

And a final question to both of you is, what would you say are the biggest risks and opportunity in the food industry today? I'll stay with you, Lucy, for that one.

And I'm curious about how the imposter phenomenon from your research and from your insight shows up in the lives of women in midlife.

Sure.

I mean, I didn't concentrate on imposter phenomenon in my PhD, but I did focus on women between the ages of 45 and 65, professional working women.

And inevitably, when you are talking about midlife, confidence, imposter phenomenon rears its head.

And in two ways, really.

One on the negative in that you will often find the older a woman gets, the more invisible she feels, the less relevant she feels, the more she feels her body and looks are objectified, the less she feels she matters to society.

So it has a very profound feeling for many middle-aged women, which is physical, mental, emotional, spiritual.

there are again many reasons why that could be I'm curious about if we put menopause as a lens onto this what your perspective is for people listening