So I'm curious, what did Made by Nacho add that I and Love and You could not build fast enough organically?

Sure.

I think, well, there's a few things.

First of all, the reason for the combination of I and Love and You and Made by Nacho was two brands that shared the same values.

The same cultural values, the approach to the consumer, the approach to the market.

What Bobby Filet brings with Made by Nacho is an intense focus and love for the cat.

And he's bringing a whole culinary approach and one that's actually rooted in hydration.

So what has to be true operationally before a brand should aggressively be creating more demand and moving from the toddler into the teen, into the adult, into the different stages of growth?

And in what ways was he, perhaps surprisingly, a traditionalist?

Well, I think he was a visionary in that he recognized that American Judaism, as you suggested, was something new.

It was a Judaism within a country that looked forward and not back.

The great American thinker, Ralph Waldo Emerson, had talked about America being different.

America looks forward and not backward.

He therefore recognized, Isaac Mayer Wise did, that here was an extraordinary opportunity to create a Judaism that was in line with a forward-looking country.

In that respect, he was a visionary.

What happened and, and what was at stake?

So for listeners just discovering the brand I and Love and You, how do you describe the brand and what makes it truly different and unique from other pet food in the market?

S- sure.

Well, first of all, it obviously, obviously starts with the name, right? So I and Love and You, right, is like the best.

And for anybody who has a dog or a cat, they're your plus one, right? They're part of the family.

What you want for yourself, you want for your best friend.

And so that's where the, the brand starts.

The brand was actually founded in Boulder, Boulder, Colorado, and it was founded o- around natural food principles.

Uh-huh