To do this, this would be much harder than it is in 2012. can you give us a sense of the new tools you're able to benefit fr from? >> i would say that the technology is not knew. hydroponics has been around since the floating aztec gardens or babylon. it's been around a long time. what we do is teach how to utilize hydroponic crop production, but also, we work closely with whole foods market because they'll accept new crop producers. so before someone actually plants their seed, we're able to make sure that crop is sold. >> and in the past, particularly in the united states, we've been fairly ...