For people that don't know your story, I guess, do you mind giving a bit of a background of the two businesses that you founded and sort of the reasons behind them?

Yeah.

So I've been working in CPG for about 28 years, which makes me feel very old.

I worked at big corporates like Nestle, Sanitarium.

I worked for Britfic, which is pretty much Pepsi, mainly in marketing and innovations.

And then I got this sort of like crazy idea that, you know, if I wanted to have a family that I really should start my own business, cause that's going to be a lot easier because it was actually, um, like they wouldn't let you do flexi work in those days.

Um, and I was at the point in my career where I had to move again and I didn't really want to leave the country at that state.

Did you have some inbound or was it outbound correspondence with Whole Foods? Were you knocking down the door? And then what did that pitch really look like? What was the white space that you saw?