Yeah.

Yeah.And so I went through the whole, you know, y- chemo and radiation for that.

But you know what I f- found was interesting? And, like, I'm speaking on things I really don't know that much of, but then, so that was, I was 12, so that's 20 years ago.

Then my, my dad had non-Hodgkin's lymphoma last year, and so then seeing him go through, like, sort of like intense chemo treatment for that, but the amount of, the amount of just like, uh, i- chemo treatment has evolved so much where it's, it's much easier to tolerate, but a lot of it is because they've learned, like, all these concoctions basically of things to give you to make it more tolerable along with it.

So I just felt like the amount of drugs he was receiving, um, in addition to, like, the, the pure chemotherapy itself was, like, shocking.

Just, like, just, just seemed so, so, you know, medicated relative to look back at my experience, which seemed a little more like raw in the sense.

It was just like, "Here's the chemo.

[laughs]

A, let's talk about the passion for a different type of ice cream, but how did you get into the ice cream business? How did this ice cream for bears thing all start?

So I think it probably starts as less ice cream and more just like the way I grew up around food and health and nutrition.

So my mom, very nutritionally conscious, very ingredient conscious growing up, and she I think, though, the way health food was in the 90s and early 2000s when I was growing up, it felt like one week something's good for you, and the next week it's something else, and the next week it's something else.

And I'm sure you remember, I mean, all the like, like whole wheat breads.

And then like, there was like the war on like eggs and butter and like everyone was eating margarine.

And then, you know, it's just, it was constant change.

And I think as I got older and started to get interested in healthy eating again, it was met with like some frustration around like, you know, what is the underlying truth to human health and nutrition? And yeah, For me, that was really just eating as unprocessed as possible.

What did those early, early days look like for retail?