James Rogers

Organic is marketing.

And there's a whole agency.

There's agencies set up just to certify products to be allowed for use on organic produce.

And there's this kind of, I don't know where this idea came from that organic produce meant no pesticides or no coatings or better for you.

But look at their actual marketing.

They never say that stuff.

They never say that stuff because it's false advertising.

They can't say that.

But the brand is, oh, this apple was picked right off the tree and is now in the grocery store.

It's just absolutely not true.

You got to jump on the marketing.

You got to put your marketing hat on to understand what they mean.

Yeah, oh man, PTSD, just even thinking about that.

We should talk about it, because if you're building something right now, this is the playbook they will use against you if you're threatening some incumbent.

My mom's pulling off the stickers.

We've got distribution.

It's like 60% of the avocados that are being sold in the United States are with our product now.

And we are...

We are announcing kind of a first of its kind partnership with a supplier, a supplier of lemons.

And he goes out in the media and does a press release and says, this product is amazing.