Talk to me about that piece of the puzzle.

I often say that frozen is fresher than fresh and it takes people a minute to think, what is she talking about? But when you think about, you know, supply chains, if we're catching fish and it's on ice and it's coming from very far away and it's got to go through auctions and wholesalers and things like that, even though it may be in a never before frozen state, when it gets to you, that doesn't necessarily mean it's high quality.

Right.

And so I think you're absolutely right.

People are catching onto the fact that flash frozen, high quality frozen fish frozen at sea or last frozen immediately on shore is often higher quality than the so-called fresh fish that you can find in a seafood case.

And that's just because freshness is a measure of how long it's been out of the sea at ambient temperature, you know, four degrees Celsius at fridge temperature, and it will age.

You often hear people say that they don't like fish because it smells fishy.

So from your perspective, you know, how do you see that type of fish and seafood farming?