Absolutely. I can unpack a whole bunch of different things there, Warren. I love the idea of snow beef. Differentiation—it feeds back to the point. When I lived in Japan, I walked through the Kobe beef slaughter plants in Gunma. They actually let people go into the carcass cooler. They go in and video auction out the carcasses with flashlights to look at them and then they take them off. Think of the Japanese fish market. It creates this high-valued product, and I think we need to innovate and instill more of that. Whether it's for snow beef or something else, creating something that is unique is going to draw attention, and I'm just trying to create a viable platform. So whether it's snow beef or grass-fed beef, something that's differentiated and special gets valued and it gets to market, and that's what we want to do.
On January 28th, 2021. See this statement in context.