Traditional Medicinals, Inc.

Mm-hmm.

Uh, so tell us about how you used it for Traditional Medicinals.

You know, it was a three-week process-

Mm-hmm

And, and that's a very key aspect as we, we think about, like-

Mm-hmm

... uh, brands like Traditional Medicinals is it's part of this harness.

Yeah, and so let's talk a little bit more about this timing issue.

And then there's this structure of the middle people, the middle men, which are not necessarily a negative role because they play an important logistics role.

Companies like Traditional Medicinals work with that.

They keep working with those middle buyers, but as part of their agreement, they want to be connected with the source so they can have conversations with the producers or the processors who then work directly with the farmers.

So I think it's understanding what's possible within the structure and asking for a little more connection with the source.

I mean, same for me at Sustainable Herbs Initiative.

You know, the companies that commit for several years to support this work, Helps me plan.

It's the same for all of us, right? Another thing, like we were just on a learning journey in Appalachia and we visited, one of the things we visited was a research site on slippery elm regeneration that Traditional Medicinals is investing in.

or Yogi Tea has been investing in living income studies with some of their processing companies.