I asked the chair of the Cattlemen's Beef Board, Norm Voyles, if there was an anti beef movement going on in this country. Well, I think that there's always that challenge and certainly you can see it in those folks. They have a platform which can be widely viewed when we look at what consumers are actually preferring, what they are actually concerned about through studies done with a research partner, whether it be NCBA, whether it be US Cattlemen's Association in Case Day, when consumers become informed about the facts about sustainability and the amount of environmental impact, health benefits of beef. We can turn those folks into maybe not 100% beef tumors, but at least they're not going to be aggressively against folks eating and consuming beef. And it's unfortunate that it's kind of a mindset. And with the social media capabilities that we have, certainly false information can get out very quickly. That is part of our challenge as the checkoff is to make sure that the true facts of beef and beef, the food is presented in a way that's factual and unbiased so that folks can look at the research that's being done by both checkoff dollars as well as our partners, and be confident that that research is accurate. Speaker1: So basically, it's all about truth and education. Speaker2: You bet. Yep. Speaker1: That pretty much goes with any science that you can think of.