 So are we strip mining forests for a particular rare ingredient or are we doing something that's entirely unsustainable and producing certain spices or flavors that we can solve for? And not surprisingly, those things are incredibly expensive and the food companies can't get enough of them and they could have tremendous health benefits, but just don't get used because of that. Well, we can come in and solve that problem. We can give them a supply at an affordable price and then sometimes a much better product.