 Personally, I'm passionate about this as well. I'm a third generation almond farmer from Escalon. And so, you know, I see all the things that we're doing on our farms that are really progressive and people don't know about that around the world. And so that's my job at the board. I lead a team that does that. And we're very passionate about using a variety of approaches to do that. So we use public relations. We work with the media. We work and do advertising with ads around the world to help share what this is. And here in the U.S., we've partnered with The Atlantic, with Vox, this year with The New York Times.