Mm-hmm.

I, I learned this, um, in my kinda my second year at Iowa State, um, University.

Uh, it was in a urban, uh, urban policy class, and-It was the first time I'd ever heard that term, and the first discussion I ever had about what it was, right? And it was a, it was a job in the, kind of in operations, and it was merit-based, and it had politics associated with it, and you got paid on top of that, and you didn't have to run for election for anything.

And it...

That, that combination was really appealing to me, and I just...

As soon as I comprehended that that was a job that I could do someday, that's what I wanted to do.

So I, I changed my entire kind of ap- academic, uh, prep and took urban everything, urban farming-

That's-

Okay.

Everybody else uses a different process.

We feel it gives us better control over c- clarity and color quality.

We also ...

So part of it is, is that we're able to hand layer color.

So, so i- if you think about a magazine, it's got a, it's a four-color print.

It's CMYK.

Oh.