in the early days, i was the cheese maker, the salesperson, the manufacturer. you become a manufacturer, a sales guy, a finance guy, a marketing guy, whatever you call it. you do every one of them. you have a taste of every bit, every angle of this business and then you grow your business later on. you do have knowledge in every aspect of that business. this product is not something new. it has been around for hundreds and hundreds of years. it was available for us a couple of years but it was only in specialty stores. i didn't understand j a simple product like yogurt, why would it be a specialty. we went to these stores and said, we don't want our product