James Rogers

We were locked out, so we actually had to go to market originally in Europe.

It knocked us all the way over to Europe.

It's that tightly controlled.

But what we found was that in Europe, people were looking for this.

People were looking for a way to have access to healthier fruits and vegetables that were in waste.

They had huge initiatives around this.

The retailers were actually talking about this kind of stuff.

And we started with avocados because of the joke with the avocado.

Not now, not now, not now, now, too late.

And it solved this challenge that we had where the supply chain wasn't so interested in having food last longer, but the retailer was.

Okay.

Because if they bought an avocado and didn't sell the avocado, that was a waste of money.

Yeah, and it's because they're breathing.

You don't think about it, but fruit is still alive when you pick it.

At least...

You want to be eating it while it's still alive.

And it has a certain number of breaths.

So at the end, it's breathing, breathing, breathing.

It eats up all the energy it's got inside.

And then if you eat it afterwards, you're eating dead food.