Can you talk about why a clean menu matters and how, you know, it actually improves food rather than take this away, you might see on the shelf?

Yeah, well, it's pretty interesting.

If you remember Marion Nestle, who's a longtime dear friend, did her presentation, I think it was yesterday or the day before yesterday, And she highlighted the title of one of Michael Holland's book.

It says, eat real food, a little bit less, mostly plants.

Because when you read broccoli on the label of something, you know what that is.

When you read garlic on the label of something, you know what that is.

Most people, when they see cumin on the label of something, they know what that is, right? But they don't know what all of these other additives and dextroses and all of these other things that preserve or enhance the flavor of pretty poorly prepared food uh they don't know what those things are so clean label is basically shorthand for nothing ultra processed in this package right so what what we do and and we we chose this because it's it's the way i live my life as a chef you know i always bought from back in 1980, you know, 1979, I was using petty cash to pay to take seed catalogs to go to corn growers to grow tomatoes for me because I knew there was more than one kind of tomato.

How does that happen? I mean, you said we're close, and I think that's true, but what brings us over the finish line? Is that political leadership? Is that just acknowledgement within the million different entities all doing somewhat of the same thing? What do you think is going to move that forward? Is it going to be one thing, a lot