Patrick, I believe the tag that the organization has gone with, "Delivering fresh always," was that the result of that foray into discovering what that differentiation was? And I guess, how did you arrive at that?

Sure.

Sure.

When I came into the organization over four years ago, as I mentioned, it's a very crowded industry.

We were a manufacturing-led first organization, whereas Charlie said, we are very exceptional on the operational side and on the innovation side too.

But then once you get to the marketplace, you're fighting for mind share with distributors, dealers, or direct customers for awareness and ultimately preference of our products.

And within our, in our industry, they're seen as these big glass display boxes or open coolers, if you will.

[laughs]