Brand Values and Consumer Choice

One of the reasons why we're working on what we're working on is because we don't want there to be a compromise. We want, you know, I'll make choices based on the environment, but the person, my husband loves me, so he is my measure. You know, he has to like it in order for us to actually, we believe, be successful for people like him to like it. And so taste is number one. And then secondly, it's about building a brand. Building a brand that stands for something. You know, more and more consumers today want to buy from companies that stand for something, and they may not know the details. You're right. But that's what we're going to do, is build a brand and talk directly to consumers about what they're supporting as they support this brand.