So where do you see the role of food producers in that respect?

The role and the opportunity is in cutting through that, right? So in the first instance, there's an absolute bedrock of transparency.

And I think if you're not transparent with people in terms of your recipe and what this food is and what purpose or function it might serve in their diet, why they might consume it, that's the starting point.

And then I think the opportunity is to do that in as simple and clear a manner as possible so that people really understand what they're consuming, why they might want to consume it.

Because we say my job and the job of many people here day to day is, yes, it's founded in science.

And science can be the science of the crops we grow.

It can be the science of how we design the recipe, which is the science of the kitchen at the end of the day, and the science of how we get that to the consumer.

How do you qualify a trend that's worth monetizing versus just a fad?