I wonder if you could unpack that idea.

Yeah, well, that's a long chain.

For a good espresso, it's around 30 people that actually touched the coffee and added value somehow, which is a lot compared to any other commodity if you compare it to wine or beer.

So For example, in Kenya, the farmers are pulling out the SL28s, which is like the champagne area for coffee in Kenya, because they don't feel like growing coffee anymore.

And the youth, one generation is already gone.

We have seen the same in wine in Italy, for example.

And the generation afterwards, they went back to their grandparents and actually started to like what they were doing.

You've got... private label, what's coming new?