Woo!

I don't think there was anyone more innovative than the Lundbergs, who started organic farming basically in 1937.

So I just wanted to make sure I gave that shout-out.

But yes, profit is critical.

I mean, I think our goal is, you know, first and foremost, healthy soil, healthy food, healthy people, but we also need a healthy business, right? We need re- regeneration, uh, all around.

And so for us, we started out as organic, I think officially in 1969.

We elevated to regenerative organic, started with one product offering in 2023, um, expanded it across the line starting in 2024.

Bri- Brita has been so good at storytelling, but how do we, how do we tell, how do we tell these stories differently so that we bring more people into organic in a way where they feel like it is for them, it's not something that, you know, only other people can buy?