James Rogers

What was in the tool chest?

What year is that, 2024?

20, yeah, it was about, it was like starting to happen in 2023.

We started to lose some accounts, and 2024 was really when, you know, it started to go just like...

It just went to zero in the U.S.

And it was doubled down in South America, doubled down in Africa, doubled down in Europe.

Yeah, I mean...

it was pretty existential for us because when we first started talking to retailers, we were saying, hey, you should put a sticker on this food because it's better for your customer.

And the pushback that we got was,

well, if we start telling people that your stuff is better for them, what are they going to think about the other stuff?

And so the joke's on us now, right?

But so it was really existential for us to say, well, let's not tell people about this.

Because our whole ethos was, hey, people should know what's on their food.

If they knew it was on their food, they're going to prefer this.

It's going to be something that they buy.

But the conversation was, well, these attacks aren't

Organic attacks people, you know organic people are some people are getting roped into this thing.

That's kind of how they work Yeah, you know, they're like there's somebody kind of behind it, you know Planting the Caesar's machinery and then they're just trying to find vulnerable people Yeah, and you know a personal mission and make it their personal mission and they were really successful that but you know when when it's a deliberate attack on the business not a confused it's not a confused thing and

You change your brand, they're just going to follow you to whatever you shift your brand over to.

It almost looks... It looks like you're running.