James Rogers

We're telling him about what we're doing.

He said, this sounds really amazing.

Can you do anything for my finger limes?

And we're like, what the hell is a finger lime?

I've never heard of one of these things.

And they're these little micro citrus.

You cut them open.

They look like caviar pearls inside.

You put them on oysters and salads and this kind of stuff.

But they only last for five days.

And they live right at the street.

So we started working with this small farmer on these caviar limes because his thing was he had to air freight these caviar limes to places like Chicago and York because they only lasted for five days, these fancy restaurants.

And so we started working with these caviar limes and gave them the ability to put them on trucks, basically.

Saves them a ton of money.

Now they last 20 days instead of five days.

everybody's happy.

But then we started going and saying, okay, well, let's do this again with other suppliers and other categories.

And this is when we got the feedback from them saying,

We don't need it.

We don't need it.