 Their first product is an all-natural plant-based sweetener that has traditionally come from monk fruit. Monk fruit's a great example. It's hard to produce. You can't grow it anywhere else. It's very expensive, very labor intensive. You have to actually hand pollinate every flower in order to get the fruit. And then as soon as you pick it, it starts to spoil. So you have to freeze it before you take it to the Chinese factories to produce it. So not surprisingly, it's incredibly expensive.