Lewis Bollard

And normally that just doesn't exist.

So normally you've only got the giant players in an area and they say...

we just want commodity production.

We don't want to fund you to do this pasture-raised stuff.

And so you get logged into that contract.

And so oftentimes people who are doing pasture-raised production have to create their entire supply chain by themselves.

Like they literally have to build their own slaughterhouse and create their entire supply chain around that, which drives up costs massively.

So there are people who are trying.

So Nyman Ranch, for instance, has done this with independent pork farmers.

There was a big effort to do this by Cook's Ventures with pasture-raised chicken.

Mm-hmm.

And unfortunately, they just went out of business.

And I think the reason they went out of business is because there is such huge mislabeling across the industry that it's very hard to separate out what's actually better.

So for instance, much factory farmed chicken in the US is sold with the label all natural.

And we know from surveys that people think all natural means the chickens were outside.

It actually means nothing.

But if you're trying to sell your product as like pasture raised next to a product that says all natural, and people think it means the same thing, and your product costs $2 more,

you're not going to get very far, right?

And so I think so long as we have this rampant mislabeling, it's very hard for the other players to get ahead.

Yes.