Pete Russell

We're wanting to come together and effectively do a collaborative or cooperative type of new venture that we can all benefit from.

Exactly.

And it will get the scale for awareness.

Also, it'll get the economies of scale.

that are needed in order to be able to compete in this future in terms of the digital economies of scale.

And also what it does is it means that we are able to coordinate a lot of these otherwise very fragmented individual small-scale food businesses into a coordinated swarm that can together deliver a much better product, a much better service than they could individually on their own.

What's been hard is figuring out how the software needs to work in order to really facilitate decentralized food.

And that's been a close to 20-year process.

Now that we know what really works and what doesn't and how it works, building is not hard.

Building is actually relatively simple, especially when you're building it on new technology with the rapid development

productivity gains that AI is doing with people who know what they're doing rather than thinking what they know and then discovering later they don't.

We know what we're doing now.

We think, you know, I believe we can build a new tech stack from scratch

that will reach feature parity with all the other combined platforms that are part of the alliance within 12 to 18 months.

And from there, it will be way more extensible at a way lower cost.

So it'll be future ready.

So the customer experience when they move onto this will be a huge upgrade, right?

and it'll be agentic commerce ready.

And what that means is that ChatGPT just recently released their first agentic commerce agent, which effectively does your shopping for you.

So what we're moving from is an attention economy,