We're going back to an age where people really care about what they eat. They're not willing to buy something that has a whole bunch of ingredients that they can't pronounce.
I think we are part of a better food system here at Untamed. That we are supporting suppliers that do things the right way. And who, in many ways, have made the conscious decision to step out of the conventional food system and produce a product that is harder to produce, and maybe more expensive to produce, but that they personally believe in.
And I think that that is the future of food. Of hopefully, building a better food system, where you have these suppliers that are still focused on doing things the right way. But that are able to gain the scale to compete with the conventional food system.