Jeffrey Hollander

What's creating that?

And are there any health studies about dogs on this diet getting healthier than alternatives?

I think you have to question that because I'm not sure people want to buy something that's as good as what they're getting now or as good as something else that they can get.

So I'm not sure I would go with that positioning.

I think you got to feel proud about what you're selling

And if it's not better, make it better.

Because I think to survive, you've got to have a better alternative than other people have.

You've got to have a story that talks about why you are better.

And to the extent possible, you have to have evidence that backs that up.

You know, a crazy idea, but I think your best customers are going to be vegetarians who have dogs.

And if you can find people who

who are vegetarians and have dogs, you're gonna make a quick connection with the belief they already have about this diet being healthier and the logic of it's good for me, it's probably good for my dog.

Yeah.

How do you find those people?

What's the mix between online and retail sales?

Retail will take a lot of energy and a lot of attention.

And if 99% of your people are coming online, that's where I would focus my energy.

Yeah.

No, I would agree with Guy.

You can't give up on social media.