I started calling myself the human version of Unilever. Unilever started in food and beverage, divesting itself out of it, and is largely a personal care company today. That's because the dynamics of those categories are more attractive.

And I used to joke with people that I I started calling myself the human version of Unilever. Right? So if you look at Unilever as a company, Unilever started a lot in food and beverage, started doing less and less of it, divesting itself out of it, and Unilever's largely a personal care and well the and and wellness company today. And that's because I think the dynamics and the characteristics of those categories are more attractive. So when I was a food investor, what would I typically see? I would see a brand that would be lucky to have a gross margin profile in the forties.