Phil Halstead

It has, if you think of it as apple cider vinegar, so we have the mother.

We have the same acidity of vinegar.

Vinegar's good for you.

But then we have all these polyphenols and the superfruited cherries.

And of course, as we get our scale up, then we can bring that price down.

Well, when our purpose to achieve and support local farms by producing this vinegar, what we're trying to do is really understand our messaging and actions that would accelerate trial and increase purchase intent.

That's what we're trying to do.

Got it.

Yeah.

Good point.

Agreed.

We have sampling set up here locally, farmers markets, local stores, retailers.

We're down in Detroit area.

So we've got some distribution down there, about 10, 15 stores.

But absolutely, we need to get more people to trial it and then follow through.

I think we need to improve that for sure.

What they do is we bring them on to our email list if they opt in for that.

And then basically about every two weeks or three weeks, we're sending out email updates on the business, the farm, recipes.

We have about 50 recipes online and building upon that.

I really question whether that's frequent enough, whether every two weeks is sufficient.