don't know for sure what you're getting. >> right. >> how do you address that problem because there's skepticism? >> one thing we're trying to do is provide full traceability with our products. we're currently tagging our fish. every fish that leaves has a unique tag with its own information on it. just like this, a little information on the product and a unique number here. if you go, the provision for this is one day you go to the website and punch in that number and pull up the life history of the product. >> so if your fish arrives in a fish market, somebody could pull out their device and scan this and it will say here's where the fish came from, here's what it was fed, how it was raised? >> exactly. >> powerful information, something you can put your trust in, knowing what going on behind the scenes in terms of producing the food, you know, is just being done in a very clean way, a healthy way for the fish.