 Listen to their story, how they got to where they are, and what's behind the product that you're buying. Because it's not just a plastic container on a shelf somewhere. This is really meaningful, and it's important to them. And knowing what you're buying and who you're supporting allows you to feel a little bit better about your choices there. There's just something about that farm fresh for me that, to me, I can taste and smell and feel the difference. And what we have to remember is the way that the food system is currently –