Mm

...

I think a lot of companies in pet won't do it, because the people are, are just pet and there are, there's nobody that actually understands the raw material or the, the ingredients they're putting in their foods, which like, you know, so there's a positive there in, in, in the company because Edward's brilliant at that side of things and knows more than I'll ever know about, [laughs] about langoustine, about Norway lobster.

It's important to have that diversity of, of...

A- and just the way people think, you know, like every day I'm like, "Oh, what about this? What about that?" I mean, the biggest one was branding, you know.

I said, "Oh, I love that brand." And every other person, mainly ladies in the room, were like, "No, that, uh, that doesn't resonate with me at all." And considering that our target audience is kind of like, not, not, I mean, it is changing a bit, but still in the UK it's still like 30 to 55-year-old women are the, like, main buyers, especially in store.

You know, like, and so my eye was like, oh yeah, gold and blue, whatever it was, and they were all like, "No, no, no, that's, that's, you know, I don't want to see, I don't want to see kind of like lobster pots." Yeah, that sounds really fun.

Of course