Elevator Talk: Primis Imports, Sfizi, Chara Greek Froyo, Highrise Food Co.

27:22The only access I have to Stanley Tucci is my son has a Tony's box, and he's one of the narratives, the voiceovers for one of the Tonys. That's as close as I get to Stanley Tucci. He teaches my son ABCs. Okay, well, we'll keep our eyes and ears open. And if anything comes up, Sheila, you'll be my first call. Awesome. We appreciate it. But in the meantime, thank you so much for joining us on Elevator Talk today. Really appreciate the time. I love what you're doing. If it's not clear already, and I think you've got a really great differentiated brand and product that I haven't seen on the market.

27:55And actually, I take that back. I mean, you've seen similar types of products in specialty food stores, but they're really not for the modern consumer. And what you've created right now is definitely modern and exciting and fun. So great. Good on you. And would love to keep this conversation going. Awesome. Absolutely. Thank you so much, Ray and Andrew, again. It's been a pleasure. Great to meet you, Sheila. Well, I am already in love with this episode and I want to keep it going with another really amazing founder and brand. That's Ashley Whalen, who's the founder of Chara Greek Froyo. Ashley, it's great to see you.

28:31Hi, guys. So great to meet you. Thank you so much for having me today. Thank you so much for joining us. We've got Specialty Olive Oil. We've got Svitsi. we've got some Greek fro-yo. We're in the Mediterranean. We're all over. You know, Andrew, we should have just had everything sent to us ahead of time. And then, you know, Negroni would be good to go. Let's do a write-off. Let's go to Italy. But anyways, thank you so much for having me. I'll do a little intro on our product, Chara Greek frozen yogurt, but essentially we're a better for you Greek fro-yo that our goal is to just bring fro-yo back but make it better.

29:09I'm sure you've been seeing if you're on social media or just even in the news that Froyo is having a crazy boom right now, especially in major cities. Lines are just wrapped around the block. So we're a part of making this movement happen of making Froyo back to its nostalgic core of 2016 when it was really in its peak. But with that, we're kind of solving all the pain points of the modern wellness consumer. So one of the ways that we do that is that we package the product, I don't know if you can see it, in convenient pints for at-home indulgence. So instead of waiting in line after you have a nice dinner, you can go straight home, pull it out of your freezer and put on a movie, enjoy it.

29:45But more importantly, you know, we're solving a lot of issues that people had with quality that they would find at a froyo shop. You know, you would go to a froyo shop and you'd see carbo light, fat free, calorie, whatever it was. And I think most of us were just confused how they were getting there in general. With Chara, you know, there's no gimmicks. Our base is Greek yogurt. So we're not really selling you on anything you don't know or trust. Greek yogurt naturally has its properties and we're just helping to elevate it through the product. So it's low calorie, high protein, has live and active cultures inside for gut health.

30:15We also make it lactose free and sweetened with maple and agave. So there's something in it for everyone. I actually started this for myself in college as a pain point that I noticed with me and my roommates. I was a senior at USC. I had seven roommates and we would either drive 30 minutes to an overpriced for your shop or most of the time make dessert bowls, which was just Greek yogurt with all the different toppings we could find. So this was just my way of looking at it and saying there has to be a product out there for me and for my consumer type that is able to solve these pain points of high quality standards that we know and trust and not marketed to the protein maxing gym bro.

30:53You know, we're selling Froyo, not kettlebells. We're trying to, you know, bring back the joy and nostalgia of Froyo. So that's the world we're building with Chara. Chara means joy. So that's what we're spreading. Fantastic. Well, I have about a million questions and you answered one of them with chara, which means joy. Right. Before we get to Andrew, I want to ask about driving around with your seven roommates. Did you do so in your vintage VW bus? So you saw the bus. Yeah. In my notes right here, this is, this is, this is blowing my mind. Ashley sent to us, we have taken off on socials as a pop-up brand where I self-renovated a vintage Volkswagen bus into a Froyo truck to spread the word around Southern California.

31:34This is fun. We definitely had an issue with driving trial just because it's a frozen brand. You can't just make it a backpack brand and show up to events and hand out the product like most things. So I wanted to get creative on a way that we can really create an experience with the brand for people's first time trying it. So yeah, very impulsive, renovated entire Froyo bus to be out and about. It's definitely become a great social moment and people have loved finding it. We're fully booked this summer just for random events of people wanting to try the product. And it's just a great side way of getting the product out there.

32:11So it's been fun. I would say so. And just quickly, you're in a few boutique grocery stores right now, Pop-Up Grocer and Meadow Lane. Anywhere else that you sold chain-wise or otherwise? Yeah, we're in Lenz and Byerly's, which is in Minnesota. And then we're also in a few boutique retailers in Los Angeles. Fantastic. Yeah. Yeah. I think the moment is right for frozen yogurt, especially it feels like there definitely is a sort of a coming back at this point. Frozen can be tough, Andrew, as you know, I'm sure. But I think Chara has differentiated itself enough so that consumers can be looking at this brand and saying, hey, this is something I haven't seen before, which has kind of been my experience.

32:50Is it yours? Kudos for the matching shirt with the brand. I mean, that was like, it was, that's pretty spectacular. It's exactly the same as the packaging. I wonder if you have one for each flavor as well. That'd be, that'd be a good idea. I'm going to look into that later. No, I, so, you know, I'm invest, I'm a direct investor in a company called protein finance, which is a high, high protein, low sugar company. And that's one, it's the fastest growing ice cream in the United States. So I've seen everything that's going on in the category. And so I think it's very exciting what's happening. And I think there's a lot of room for a lot of different winners.

33:21So I'm really interested to see kind of what you what do you see is your do you feel like your point of differentiation is just the high quality Greek yogurt, like that kind of indulgent moment? Or is it something else? Like for for us, for example, it's, it's very simple, high protein, low sugar, it's a quarter of the calories, and it's still actually tastes good. I mean, it's like, very simple. How do you think about what's that kind of call to action for your core consumer for you guys? Totally. That's actually a good point because it's something I've learned in this process of, you know, I was so excited to bring this product to market because I was like, these are insane, low calories, ingredients are clean.

34:01And more importantly, I thought it was amazing that we had living probiotics inside of our product. Like this could be a functional product for people. But at the end of the day, when I was going out and I was, you know, asking people why they purchased this product, they said because it was cute. And I think, you know, there's a lot to be said about just the importance of brand and CPG. I think that people shop with their eyes now. So a lot of people pick it up because they just really align with the brand and they see this as something that matches their aesthetic or their world. And then they try the product and they're blown away and they love the macros that it keeps them.

34:34So I think it's the duality of both kind of merging together in the kind of like bringing in the customer and then keeping the customer. how how are you thinking about the brand you know you have limited kind of retail distribution you have your your your party bus that's driving around you know getting people to try the product like what's your what's your growth strategy is it is it kind of a grassroots effort to try to get build that awareness regionally uh can you talk just a little bit more about that yeah so we've been using social media a lot and that's been really helpful for just getting the word out And so that's whenever we enter a new retailer, velocity really hasn't been our issue.

35:13It's more of just supply chain and making sure that we can sustain more stores and bigger orders. So I'm working on that right now. But yeah, so far, we've done a lot of work with just organic social marketing, getting people to find the product. And then obviously, when they see it, I think they're really excited to finally trial it that that's been the best way of getting it out so far. And where is it? where is it? So like, you know, I've seen there's a company called Smearcase, which does the frozen cottage cheese. And you know, where, where do you want to live on the shelf where you guys think when you're talking to the retailer, like, where do you want to be?

35:49Do you want to be next to ice cream? Do you want to be somewhere else? Like, where do you think you guys win? Yeah, I mean, I think we position ourselves, like you said, similar to a Smearcase or protein pint, something with a functional or better for you aspect to it is where we want to sit kind of right when And you kind of start going down from the Haagen-Dazs, Ben and Jerry's to the more clean ingredients. And then you find us. I'm on your socials right now. I'm on your Instagram page and then your TikTok page. And you seemingly have very different approaches to your creation and content creation strategy for each social media channel, which is great to see.

36:25I think sometimes you'll see brands do the exact same thing across the board, whether it's X, Instagram, TikTok, Facebook. talk about your content creation strategy and why you've been so deliberate on those social channels. Yeah, that's a good question. So I use our Instagram, I would say, to more create the branding of the product and just sustain that and aesthetics, as people know and love, of what the brand that we're building. And then TikTok has been a lot more, I would like to say, like rough edged and more organic of what's going in. I started our TikTok actually a year before we even launched the product just to start building in public and getting people to understand the founder story.

37:07I mean, I filmed myself cutting the wood, building this bus. So like a lot of people come up to me and they say, you know, I've been following you since the very beginning and it's built an amazing community since the start. So yes, our TikTok is very much, you know, the trials, the tribulations, what's gone wrong, what's gone well. And it really helps with people, you know empathizing with this brand particularly not just even because they like the product but because they want to support you know what we're building over here yeah i think that's brilliant it's um you know getting people excited about an idea or concept before it even hits the market um you know gets gets that excitement going definitely seems to work in the restaurant space and the uh and sometimes in the bar space as well but in cpg you don't see it as often Did we talk about price point yet?

37:53Did you mention your price point per pint? It's$8.99 right now, so it's a little more premium. Yeah, I would say so. But, you know, given that it is a small and upstart brand, it's probably in line with what you might expect. Andrew, I mean, just in terms of sort of the long term, where do you think Chara needs to be to be competitive in this space in terms of price point? with protein pints and ice cream for bears. And so I know a little bit more about the functional ice cream space because I follow it every single day. You know, we saw our velocities at anywhere from 4 to 1 to 7 to 1 versus the competition at anywhere from a$7.99 to$8.99 price point.

38:33So if you're delivering on the functional benefit that the consumer is coming to expect and you're delivering on flavor and quality, you can charge that. I do think that you just have so many players coming to the space, both, you know, David, who is known for protein bars entering ice cream. You have Bluebell that's launching a protein ice cream. You have Smearcase. You have Natty. It's just I think there's going to be price pressure for the consumer long term. That's not going to sustain that level of price. But, you know, you certainly should, while you can do it and you have the right velocities, take it so that you can reinvest.

39:07Because, you know, growing a frozen emerging brand is very, very tough from a supply chain perspective. I actually did an interview with the folks from Protein Pines and Andrew, I'm sure you listened to it. And I felt like it was two founders who are in a similar position as Ashley, which are trying to introduce something that's new, exciting, and beneficial to folks that are shopping in that space. And it's tough because supply chain is such an important part, making sure that you're forecasting demand, making sure that you know your co-packing partners and how to manage them as well. And so it's a really important point that Andrew is making.

39:51However, I think, you know, the foundation for what you have actually is pretty, I almost cursed, pretty fantastic. Thank you so much for sharing your story and telling us all about Chara. I really love what you're doing. And I'll be in New York next month and I'll definitely stop by Pop-Up Grocer and try to make products. Amazing. Well, thank you guys so much for having me. I appreciate you taking the time. Awesome. great to meet you, actually. Vibrant Ingredients is the natural ingredient partner powering food and beverage innovation, delivering flavor, function, and protection through a science-backed portfolio.

40:30Vibrant delivers purpose-driven solutions that help brands create extraordinary experiences. Discover what's possible with Vibrant today. Visit vibrantingredients.com. As business grows, financials get more complex. We put together a free guide in collaboration with Belay Solutions to help founders better understand margins, inventory, and cash flow. Download it now at tasteradio.com slash belay. That's tasteradio.com slash B-E-L-A-Y to help your business make smarter financial decisions. This episode is flying by and I have just had a ball so far and I feel like we're going to have another great conversation with our next founders.

41:21They are Samori Touré and Christian Winfield, the co-founders of High Rise Food Company. Samori, Christian, great to see you guys. Great to see you guys. Thanks for having us. I guess we'll just get right into it. And this is Christian, by the way, for our audio audience. I'm Christian, co-founder CEO here at HowRise Food Co., where we make protein bars for active and busy professionals who either want more from their mornings, where they want that little boost to get through a busy day, or maybe they want more from their nights, where you had a long day, an exhausting day, and you want to recover effectively overnight.

41:55we decided to kind of try to bridge that gap with our protein bars. And it all started really in the middle of COVID, but it took a little bit longer because I think like a lot of Americans who walked into COVID one weight, we came out of COVID significantly heavier. And it took us a while to figure out ways to burn that off. And along the way, we successfully did so. And during that journey, we decided, hey, you know, we're trying a bunch of these different protein bars and we weren't necessarily fans of them. And I'm like, you know, why don't we just take our hats off? It started with a text message, hey, I don't really like these protein bars.

42:26My co-founder had the exact same thought at the exact same time. And we were off to the races from there. We tried so many different formulas. We were just looking at the back of protein bars to see where we're in these bars. And we didn't like what was on the ingredient list. We were looking at the macros. Okay, this has 20 grams of protein, but at what cost? We didn't really like the ingredient integrity. So we kind of just put our thinking caps on and our aprons on, and we got down and dirty. And we found, you know, what we believe to be, you know, good, I guess we call them ingredients that you can kind of trust.

42:54But on top of that, we were still trying to figure out, well, what's our what's our market differentiator going to be? Everybody's got a protein bar that they're going to say tastes better than the next one or that has these different macros that you want. My co-founder is plant based. I'm not. I joke with him about that every day because I think he needs more chicken. But in reality, that's a whole group that we wanted to service as well. So we have a plant-based bar. And on top of that, you know, we were also thinking, what can we really give our community that can, I guess, separate ourselves from other protein bars on the market?

43:22And that's where this AM and PM differentiator comes in. We wanted to create bars that would give our audience, number one, a boost during the morning. So we identified two ingredients. And this is through, like, we tried the Lion's Man. We tried the Maca. We tried so many different ingredients. We settled on rhodiola, rosea, and chisandria berry. These are ingredients that are, no, we didn't want to reinvent the wheel. We want to go with ingredients that are tested and tried over time. These are ingredients that help you combat stress and help you kind of without jitters, give you some energy throughout your day.

43:50And then for the nighttime, just simple magnesium and tart cherry extract. These are things that people use on a day-to-day basis that, number one, help you with sleep quality, and number two, help you with muscle recovery overnight. And, you know, from there, it's just been, hey, what can we do to make sure that this thing is going to stay shelf stable? What can we do to make sure that this thing is going to taste good over time? Do we actually like the flavors? Do the people that we're having taste these bars like the flavors? The answer's been yes so far. We love the flavors. Our morning bar is a golden carrot, which is an ode to Samori's mom's carrot cake.

44:18The PM bar is a dark chocolate cherry coconut-flavored skew. Delicious. We love it. And our go-to-market strategy is going to be through coffee shops. So we decided to go with an espresso punch as our third flavor. And we're launching this month. We have a community kitchen based in Brooklyn and Cypress Hills. And we're excited to get the ball rolling. So I thank you guys for having us. And we hope we can tell you a little bit more about our business. Well, thank you so much. That was a really detailed and outstanding introduction to HiRise. I just put an image of your bars in the chat here. And you're still pre-launched because I'm on your website.

44:55This is coming soon. Do you have a sense of when you're going to launch the brand? Yeah, so we'll be launching this month. And do you already have retail stores lined up? You mentioned coffee shops. Do you have a few shops that are ready and willing to take your products? Yeah, we're actually in conversation with about three shops, coffee shops right now in the New York City and New Jersey area. We confirmed one in Times Square, and now we're working to confirm one in Jersey City. And in addition to that, we've also been in conversation with CrossFit gyms, local gyms that we go to in the community as well, as well as different activations across the community.

45:36So in the summer, you will be out in the streets demoing our products, getting real-time feedback from other folks as well. So we have a strategy to be as present as possible, but we found that the nuance in bringing a protein bar to the cafe space, we did a lot of recon in the cafe space. And we found like a lot of the products that they were serving were croissants, muffins, things that really don't elevate your morning. So we thought, what if there's a way to integrate our protein bar to a different consumer base through a flavor profile? And so we decided to create the espresso punch flavor profile specifically to test the market in a cafe space.

46:19And that's how we were able to get our put in the door through negotiation through different cafes. So that's what we're thinking now. And truthfully, we've gotten a lot of good feedback on the flavor. We've gotten a lot of good feedback on the differentiator in regards to the PM and the AM system, because most bars are only for convenience. They're not necessarily there to view you for a specific occasion of the day. And as human beings, we follow our circadian rhythm. So you're supposed to eat specific foods at certain times so you can feel a certain way after. So we really just want to hone in on the AM and PM ritual cycle of it and really try our best to build our brand through that education.

47:06A lot to unpack here. I think the approach is definitely different from a standpoint of flavor, from the standpoint of day part use, from the standpoint of go to market. Andrew, if I can just start with the formulation and creating a protein bar for different day part uses once in the morning and once in the evening, what are your thoughts on that approach? I mean, I was the most excited about this one because I was going to say, what can we learn about the bar space that we haven't already learned? We have David coming in with an alternative fat source to get to lower calories. I've seen probably everything you could see in the bar space.

47:47So it's actually a very interesting thought. Not only is convenience snacking and protein with the proliferation of GLP-1's scaling, but I would be really interested to, you guys have two really large moats to scale. One, a highly competitive bar market, and two, trying to educate a consumer on a new use case for a category that has so many brands, so much competition. So how do you think about that relative to your go-to-market strategy with the coffee shops? Like, how are you going to educate the consumer to say, hey, this is something you could have in the evening? Is it to satiate a late night snack?

48:26Is it to not disrupt their sleep? Can you just talk more about that? Yeah. So it's kind of a mixture of both of those things. I'm sure we've all been in the same place. Eight, nine, ten o 'clock at night, you want a brownie with ice cream and you know you can't have that. Right. But at the same time, you want something that maybe is going to give you that type of flavor profile. And that makes you feel good about yourself. A lot of it is, you know, maybe you would eat something, but you feel guilty that you ate it right afterwards, right? We wanted to create, and it's kind of a cliche, that guilt-free snack.

48:55But on top of that, in our conversations with people, because we wanted to kind of confirm that this was something that people were looking for, and it was something that there was more so that, you know, the answer was I hadn't even considered that, but I would love it, right? And a lot of people, they didn't, it's more so a thing that they didn't know that they didn't know that they need. And there's also nothing like this on the market per se. Like right now when we do our competitor analysis, we have IQ bar that has brain nutrients for the morning. And there's a couple other protein bars that are trying to position themselves as functional.

49:24I think right now, especially where the demographic is going, they're looking for more intentional, I guess, options for their day. They just don't see them, right? And we're trying to position ourselves, A, to be able to educate them and then B, to provide that option for them. So I'm not sure if that completely answers your question, but that's kind of where we're going with this is that we think people are starting to increasingly feel like they want more from their food and we want to meet them at that moment. Yeah, and definitely to piggyback on that, as you mentioned before, like folks are now paying attention to life hacking, they're paying attention to longevity, and just try to find different things that they can implement into their day to day lives that can be impactful for them in the moment.

50:06And I think we often don't think about the specific moments of the day that human beings is how we feel like in the morning. We want to feel good after a workout or before we're going to work during our commute. And at night, we don't want to have these heavy foods on our stomach. We want to we want food that promotes sleep, that promotes recovery, that promotes rest so that when we eat it again tomorrow, we know that it's beneficial for us in the long run. So we're looking forward to exploring that with our packaging, by putting these callouts on our packaging, by just making sure we're reiterating the fact that this is for you throughout your whole day.

50:45And we want to become a part of the system of your day so we can be integrated into your day moving forward. with such a with such a high bar to educate the consumer on this kind of pm use case and i don't want to like dive too much into it but it's like really the key point differentiation which i'm really interested and excited about how do you think about you talked about coffee shops but this seems like the like you know a prime example of where you'd want to do that education on it from a d2c perspective going directly to the consumer building it out building the cash flow for the business to reinvest into retail over time.

51:21What's your strategy there and kind of communicating that? Is D2C a big part of your playbook as well? Yeah, so I think for us, we want to prioritize our omni-channel strategy. We want to continue to bolster our D2C channel and just bring folks from the in-person demoing, from the feedback that we get in real life and sort of convert them over to D2C as well. But really it's just a matter of figuring out what sticks. Because the cafe channel is very nuanced for us, we're just experimenting. And we want to experiment with different channels to see where our base is. So D2C won't be neglected. It's definitely going to be a large priority for us as well.

52:03What's the price point per bar? Or what would be the price point per bar at retail? At retail, we're looking between$450 and$475. And wholesale about$250 to$275, depending on the relationship. Yeah, I think, you know, the retail price point, it's definitely going to require that education that Andrew was talking about and making people aware of why they're paying the price that they're paying, you know, for a protein bar. And actually, you know, the description of it as a protein bar, I think almost, I mean, it's the most easy way to describe what you're doing, but it doesn't encapsulate everything that you do and everything that's going into that.

52:42Did you consider a different name or did you consider a different way to describe what you're doing? So, and we, and a different name, no, we are high rises. We're both from Brooklyn, New York. You know, we've been around high rises our entire life and we, it's a double entendre, like you want to rise high. Okay. And then in regards to just explanation of what we do, honestly, we simply say we make an occasion based protein bar for sustained energy in the morning and evening recovery. Simple as that. But I do think that there will be a level of education that's necessary. But I think once we tap in and cross that threshold for folks who like, okay, we understand what this bar does.

53:24There's no other bar in the market like it. And we are playing in two categories. We have the recovery and life hacking category at one, but we also have the nutrition, better for you protein bar category than another. there. So we created, like Andrew said, we have two motes that we can really, really push through. And we're excited and looking forward to our go-to-market. Yeah. Well, I'm excited to try these, especially the golden carrot. I've never had a golden carrot or any kind of carrot-flavored protein bar out there. Oh, it's based on my mother's carrot cake, so I can guarantee you'll love it.

54:01I love carrot cake. And I think that's why it really stood out for me. But Christian, Samari, thank you so much for taking the time. Really excited for what you guys are doing. Really excited to see your products in store. Again, I'll be in New York next month and it'll be a thrill for me if I can step into a coffee shop and see some high rise and be like, I knew about this brand before anyone else did. We'll make sure you get some. Absolutely. Well, thank you so much again. And please stay in touch. If there's anything we can do to help along your journey, any introductions we can make, please let us know.

54:32We're here to help you guys as much as talk about what you're doing. Thank you so much. Thank you, Ray. Thank you, Andrew. Awesome. Nice to meet you guys. I got to tell you, this is a group that I won't forget too easily. Some really interesting concepts and founders who seem totally committed to what they're doing, and I love it. I mean, that is really the essence of an entrepreneur. And I think what gets us out of bed every day, right, is talking about these brands or investing in these brands and And I saw a lot of really good stuff today. I heard a lot of really good stuff today. Just in general terms, out of the four brands that we saw, out of the founders that we talked to, was there anything that stood out sort of in the aggregate collectively that got you really excited?

55:14You know, collectively, I love when somebody is bringing kind of new news and new excitement to a dormant category. So you kind of had that with three out of the four of them. And so if done right from an execution strategy and a kind of business development strategy, you can win, but you truly have to have a point of differentiation. And then you have to get the product in the consumer's mouth. And that becomes challenging when you have a frozen brand or you have an olive oil brand. And so there's certainly some hurdles. And then, you know, on the last one, it's like when you're talking about, you know, bringing innovation to a very niche category, there's a real opportunity there to make it mainstream.

55:54So I think all of these brands have some hurdles to overcome, but I think all of them are very well positioned if they can kind of focus on execution and not forget that they are their chief revenue officer for quite a while. And sometimes I think early stage brands forget about that. It's been a thrill having you on the show, Andrew. I think you brought so much insight and guidance and great advice to the program and shared so much with the entrepreneurs that joined us today. And of course, the ones that are listening or watching the show, I really sincerely appreciate it. We've got to have you back on the show soon at some point if we can get you back on the show.

56:36But in the meantime, for folks who are watching and listening and want to get in touch with you, what's the best way to do so? Yeah, thanks for that. Once again, I really enjoyed it. You know, if I would do this, and I've just always been in the food industry, and I love working with food entrepreneurs, it really gets me excited, both locally and a national level. So I think this is, I feel grateful and humbled to be a part of this. If you do want to get in touch with me, our website is, we're Greenwich Capital Group, greenwichgp.com, and you can find all my personal information there. And anybody that's doing anything in food and beverage consumer, whether it's early stage, mid stage or late stage, I'd love to have a conversation and see what I think I do to be helpful.

57:19Fantastic. Well, Andrew, once again, thank you so much for being on the show. I'm going to be bugging you pretty soon on email or otherwise trying to get you to come back. But it sounds like you enjoyed yourself today. So I'm excited to see you again. And we got to connect IRL as soon as possible. But once again, really appreciate you being on the show. Absolutely. Thank you so much. You're doing a great service for these entrepreneurs. Consumer is so cutthroat. And so hopefully they're getting some value added. They just get one nugget that changes something they're going to do for the better.

57:54And we're giving back to them as well. So really appreciate it. You're doing a great job. Thank you so much. Thanks so much for saying that. And thank you so much to all the entrepreneurs who joined us today on Elevator Talk. Thanks so much to everyone watching or listening. And thanks to our incredible team at BevNet, Nosh, and Taste Radio, the best in the business. Signing off for everyone, I'm Ray Lateef, and we'll talk to you next time.