Can you just talk about what was the context of that with the growth of Brightland that made people really ready for a premium positioned olive oil?

Yeah, I think you have a great example.

Caraway has done, I mean, I don't know if you just saw, they launched a recycle bin and a trash can.

And it's like the most beautiful... trash can you've ever seen, right? It's the beautification of your pantry.

It's a beautification of your of your kitchen.

You know, we looked at it when I was the CEO that we looked at the business as, you know, when you're hosting an event, you're bringing out your China, you're bringing out your best things.

You want to show people how you're doing things and then people leave and you put them away.

I like it.