Guy Raz

It doesn't say guilt-free cleaning.

It doesn't say a better – it says extra clean dishes.

It's talking about the function.

And I think – to me, I think that if you start with, hey, it's guilt-free, it can be polarizing because some people might say, I don't feel guilty about serving my dog meat-based foods.

But I think you should really use that skepticism and

as the fuel to tell your story and really actually surface that.

So if you were to make a video or you were to even have a message on your website, you would start with like, wait a minute, dogs can eat plant-based?

Is this actually like good for them?

Because this sounds wrong.

And then you can say, well, that's a fair question.

So let me kind of walk you through it and really say, well, actually their bodies

really respond well to simple whole foods like peanuts, peanut butter, and oats or whatever you're putting in the food, sweet potatoes.

And you are direct-to-consumer only, right?

Are you doing farmer's markets?

Jeffrey, I'm going to disagree with you.

I don't think that they want to only appeal, to predominantly appeal to vegetarians.

This is a very small market.

I mean, we've looked at this.

The number of people who are vegetarians in the U.S.

is tiny.