 and we'll represent it in this effort to direct money into projects that will make a difference for beef demand and beef consumption. They've really done a good job of helping to make people aware about beef. I was talking to my doctor the other day, and he said, you know, there's a misconception, he said, about beef and other types of meat. And he just said, man, there's nothing wrong with eating some beef. That's good advice for him, for sure.