GT Dave

And it's doing really well because in my mind, it's hopefully a response to people who think they're doing the right thing by buying these sodas or buying these low sugar products that are really just mass produced snake oils.

And it's giving them an option of like, yeah, I understand you want a flavor profile and maybe have...

you know, a macronutrient target, and maybe that kombucha can't satisfy it, but I still want to give you something authentic.

So we're excited about our water kefir.

It's called agua de kefir.

It's a little bit of a nod to, I'm a quarter Mexican, so a little bit of a nod to my background as well.

Yes, yes, yeah.

What's the shelf life on that?

It's longer than kombucha.

What's getting harder and harder is freight.

The amount of trucks and freight companies that are available these days, especially after the ups and downs of the economy in the last five years, it's becoming harder and harder to ship cold.

Therefore, the costs are going up, the availability is not what it used to be.

I would say for the most part.

So I would say from year one to maybe 2019, it was uncontrollable growth, like double-digit growth without any effort, with virtually no marketing.

And the reason why I believe that was is I think, well, definitely the market was different, but in addition to that,

we were speaking the right language to people who were looking to be spoken to, if that makes sense.

But then I think as the health and wellness craze took off and the Kavita brand sold, as I mentioned, just the chemistry and dynamics of everything started to shift.

And by 2020, of course, pandemic year as well, is when we first started to see a soft year.

And since then, it's been kind of up and down.

And we're not alone, like whether it's our category or even Whole Foods or even other players in our industry, like it's not as easy these days.