 Fulton Market Group and Hardman have been working with South Dakota-based Agspire to verify that the beef purchased has been moved through the supply chain sustainably. From the data collection side, I think it's trust but verify. I think that's what our general consumer is asking for is that verification. From a McDonald's standpoint, our only customer, their biggest sustainability goal right now is around climate. It drives me a little bit nuts that that's become very...