Pete Russell

I mean, I think, you know, there is a fair bit of awareness coming now around farmers and how critical farmers are to society.

Exactly.

And elsewhere.

So just to reinforce that message is, you know, our farmers are the people who we rely on three times a day.

Probably the people we rely on more than anyone else.

And so realizing the choices we make are either serving or harming those guys when we make our purchase choices.

So just being aware of that.

And also just being aware that there are options now that you didn't know existed.

You might be blindly thinking, well, of course I'd love to buy food from my local farm, but I don't have time and I've got to go to the supermarket and I'll just go to the supermarket because I assume I can't get that.

But you can.

And I think the demand for this type of food is way greater than how much people are actually accessing it.

You can't measure demand by supply.

People want it, but they'll get what they... How do you know they want it if they can't measure it?

Because what I mean is if you ask 100 people, would you rather eat this broccoli that's grown in this local farm organically delivered to your door, or would you rather eat this broccoli here that's grown in a big farm, mass-produced, conventionally grown farm... Wrapped in some sort of... Wrapped in plastic that could have... How many people are going to pick that one?

No one.

We know everyone wants this one, but they don't think they have the option for that.

So they'll get that.

But that doesn't tell us that they don't want that.

So it's more of what we've got is an invisibility cloak that we need to lift.

And with the visibility, people will change their minds.