 Newman discusses what the research shows about the needs of consumers. That's really talking about things around balance, so nutrition and how pork plays a role in their diet, and also things around convenience, how they're preparing food, how they like food presented to them. So all of these things matter whenever consumers who have thousands of decisions to make a day, when something is put in front of them, they have a lot of decisions. We want to be a part of that decision set.