 And it's partly down to support from us as consumers in showing our preferences in what we want to take off the shelves. As a consumer standing in the supermarket aisles, up to this point, I've always felt good about trying to buy high welfare, free range birds. But all this time, there's been a trade off that I didn't know about. If I want to eat what's best for the environment in this country, it's Joe's and Peter's barn reared birds that I should be buying, really.