GT Dave

So obviously like a distributor on the East coast takes longer and then it'll probably take another five days to get on the shelf.

So call it 10 end to end, which is still pretty good.

We use the same distributors that like yogurt uses.

So they're familiar with the cold chain kind of requirements as well as the fast turn.

So it didn't hurt us back then.

Now it hurts us because, as I mentioned, people are now being more programmed for products that don't have a short shelf life or better yet, don't even have a shelf life.

So we're noticing on the shelf.

They're not our customers.

Yeah, that's true.

But it's influencing the way stores behave.

Because back in the day, like when I was sharing the shelf with Edwalla, you had to rotate.

You had to make sure that what was in the back comes to the front and you stock from behind.

I'll walk into a store and they're just pushing bottles.

So you're moving fresh product to the back.

So we're now seeing like I buy my product periodically at the stores.

I'm seeing it sometimes up to its expiration date or sometimes past its expiration date.

And that just crushes me because I'm like, well, then my fans, my consumers, whatever you want to call them, they're not getting the best product.

So I'm trying to navigate that.

So it's a work in progress.

Is it negligible or no?