Caroline Buck

You know, I think some of it is that most people have never heard of it before.

So I think there is like a bit of a knee-jerk reaction that people have of like, that's wrong or that's not possible type of thing.

And then food is just, as both of you know, very emotional and polarizing.

People have super strong opinions and especially dogs have kind of risen to the status of children for a lot of people.

So what you're feeding them is a big thing.

There are excellent studies that have come out in the last two years, really, showing that they go to the vet less often.

There's lots of really specific things about plants that are similar to the benefits that humans get when they eat more fiber, for example, or they have more anti-inflammatory rich foods in their diet.

But I would say the most compelling evidence is just that it's

as good and probably better than a lot of traditional dog foods.

And I think that's, I've tried to, I've kind of strayed away from making a claim that it's like so much better because I don't want to lose people in feeling like I'm proselytizing or being preachy.

Yeah, that's definitely been our core customer in the last two years has been that person who already has made that choice for themselves.

They've already, you know, they've lived the Thanksgiving dinner without the turkey for many years.

Today, I mean, it's a lot of word of mouth, organic traffic to our site.

We do run ads, mostly on Google, and we do run some very small social campaigns.

I've lost a bit of a stomach for social advertising.

I haven't given up on it.

We still do it in a smaller way.

You're wading into the deep end sometimes, and it can be a lot.

We are in Erewhon stores in Los Angeles.

Amazing.