It's obviously, you know, evolved quite a bit since then, but like, what was it about the category you saw as the opportunity and how were you going to kind of, what was the year unique play?

Yeah.

So at the time, there was this like emerging thing called the LOHAS model that was happening internationally, which is Lifestyles of Health and Sustainability.

So we basically predominantly you had in the premium water category, you basically had, you know, the regional brands that are like high volume, low cost, like purified water, like Niagara Water.

And then you had, you know, for the premium single source waters, they were all just really differentiated based on source.

And none of them were addressing kind of environmental concerns, social impact trends, community development, etc.

And then but at the same time, simultaneously, you had again, you had basically bottled water is like demonized on behalf of all of beverage or some of for some of the environmental concerns.

What would be two or three lessons learned you'd share with them from your time building and growing this brand?