Paul Mecurio

But in all seriousness, that's part of the quick fix, right?

Like it is work, not just in terms of physical work exercise, but like you literally have to sort of turn away from, they make a crookie, which is a croissant and a cookie combined, right?

It's amazing though.

What?

Yes, it's called a crookie.

Oh, you're making this up.

No, there's a French.

Here?

Yeah, in New York City.

Oh, now you want one.

Yeah.

She lives in Colorado.

They haven't crossed the Mississippi into the mountain time zone yet.

There's a French pastry shop in my neighborhood.

You're going to come and I'm going to get your crookie.

But that is part of the problem is that for the average consumer who doesn't have time to drill down on this because they have family and work and six kids and blah, blah, blah.

It's like it's become muddied in a way for people, right?

And so almost that term is like a villainous term now.

Fiber-enriched bread is not necessarily bad for you but would fall into the category of ultra-processed.

So how do you get the average consumer to differentiate between the very bad ultra-processed food and the not very bad ultra-processed food?