James Rogers

And most people in the U.S.

are eating dead food.

They don't even know because it's dressed up in wax and all this.

Here was what was so problematic, was the retailers loved it.

Because now they're able to buy food that they can actually sell.

And they were actually telling their shoppers about this.

But that meant they had to, you know, they're not growing the food.

So they have to tell the suppliers, hey, we want you to use this product.

The suppliers hated this.

absolutely hated this because they had pretty much shut it down.

And so the retailer starts telling the suppliers about what they need to do in their business.

And don't get me wrong, we were a headache in their operations because we were this new thing that they had to do.

And these things have been operating the way they've been operating for

100 years.

But that's the way that it had to happen in the U.S.

was from the retail side pushing back into the supply chain.

2019, 2020.

Oh, wow.

A hundred million about by then.

You know, when we raised some money from the Andreessen Horowitz guys, we used the entire world's supply of our plant extract to treat the avocados that we shipped up to them beforehand as a demo.