 I'm probably an anomaly because that's all I think about. But I don't think their general consumer is. And so I think we want to give people the right to eat beef and remove some of the guilt that other organizations are trying to drive into eating beef. And we can't do that without numbers. Fulton Market Group and Hardman have been working with South Dakota-based Agspire to verify that the beef purchased has been moved through the supply chain sustainably.